Morrison Supermarket’s refund policy seems to aggravate customers

Caption of a Morrisons supermarket.
Photo: Philip Barker

Insight nr. Ⅰ
The most mentioned topic is “customer service” with an occurrence of 28%. The average grade is 1,86 / 5, with sentiment decreasing from 2016 to 2018 and an increase since then. Occurrence has never gone below 20%, the closest being just above in 2017.



Insight nr. Ⅱ
The lowest rated topic is “refunds”, with an average grade of 1,23 / 5 and an occurrence of 5%. Sentiment peaked in 2019 at about 50% negative. In 2020 sentiment reached 100% negative.

Insight nr. Ⅲ
The second most mentioned topic is “waiting times”, with an occurrence of 24%. The average grade is 1,61, and sentiment shows no signs of a significant increase on the way. It peaked in 2017.

Caption of the topic “refunds” from the dashboard of this analysis.

Conclusion and suggestions

Most customers talk about customer service and waiting times. We can see a downward trend for the customer service which should be addressed since it’s discussed in as many as 28% of the reviews. Waiting times are mainly due to lines in the supermarkets. Shorter lines could potentially increase customer satisfaction. Customers also tell stories about refunds being refused. A more generous or clearer refund policy could benefit both Morrisons and their customers.

The research team at Gavagai performed this analysis using our AI-powered text analysis tool, Gavagai Explorer. All texts analyzed in this article are collected from public online data published on TrustPilot.

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