Safestore and Our Customers

Target   Perfomance 2020/21
Maintain 90%+ satisfaction scores in each market   UK: 96% Feefo / 95% Trustpilot
France: 92% Trustpilot
Spain: 96% Google

Listening to and engaging with our customers

As a Group, we believe in providing a great customer service, and responding positively to our customers’ ever-changing needs, expectations and behaviours. Our customers are the mainstay of our business and their views on our service delivery and products are important to us.

We serve many customers across the UK and Europe through face‑to‑face communication in store, directly through our Customer Support Centre, and online via our website, email and social media channels, as well as through our LiveChat service. By offering these different channels, our customers are able to get in touch with us through their preferred mode of communication.

We are always keen to hear from our customers in order to maintain the high standards of service that we pride ourselves on. We continue to invest in customer service training, tools, coaching and evaluation in order to provide a service that is professional, efficient and helpful.

Our aim is to exceed our customers’ expectations from initial enquiry through to move-in, and this is evident through the way our colleagues handle customer enquiries, claims and issues. For this reason, we continue to collect, monitor, review and respond to customer feedback collected on our website, third party platforms and social media, to gauge customer satisfaction, to raise service standards, and to manage our reputation online.

As customers continue to engage with us through multiple channels, we work hard to communicate with them in a creative and consistent way. We see our social media channels on Facebook, Twitter, Instagram and LinkedIn as a ‘shop window’ to our brand that can help to reach new audiences, both in the UK and Europe. These channels are also helpful to gauge customer feedback and public sentiment, and therefore we regularly monitor them, responding to any comments and enquiries. We frequently post content to our social media channels such as tips and advice for homeowners and businesses, profiles of charity organisations we support, recruitment opportunities within the Group and links to our blog pages as well as regular Facebook advertising across the Group.

Delivering a great customer experience

Our core business is to provide well-located, accessible, safe and secure storage sites operated by colleagues who are experts in the self storage business. We work hard to make each touchpoint our customers have with us as stress-free as possible.

Some ways in which we do this include:
  • the use of a SafePay link giving customers the ability to pay by direct debit or to pay invoices online which is available across the UK
  • accepting deliveries on our customers’ behalf where delivery drivers are able to take items direct to store saving indirectly on customer mileage
  • offering our customers three types of contracts giving them the opportunity to choose the one which best suits their needs depending on their length of stay or need for flexibility
Helping our customers to live and grow sustainably
We also remain focused on delivering against our sustainability agenda by encouraging our customers to make more sustainable choices. This is in addition to making a positive social and economic contribution to our communities, and reducing the environmental impact of our operations. We want to support our customers with products and solutions that help improve their lives such as:
  • digital contracts, offering both customer convenience and a reduction in printing, saving 156,000 pieces of paper each month
  • Refill, a scheme available in 113 Safestore stores across the UK offering free tap water to make it easy for the general public to refill reusable water bottles instead of buying new plastic ones
  • cardboard disposal for some customers  

Customer reviews

We have retained Feefo, an independent reviews and insight platform, to collect real-time and 100% genuine feedback from our customers. Our stores in the UK receive regular feedback allowing customers to view reviews and ratings. In 2021, Safestore achieved a customer service rating of 96% based on UK customers who rated their experience as ‘Excellent’ or ‘Good’.

Safestore UK also won the Feefo Platinum Trusted Service award for the second year running – an award that is given to businesses that have achieved Gold standard for three consecutive years. This independent mark of excellence recognises businesses for delivering exceptional experiences, as rated by real customers. It is a highly valued award and as all reviews are verified as genuine, the accreditation is a true reflection of Safestore’s commitment to delivering the best service possible.

In addition to using Feefo, our customers are able to leave reviews on a number of other platforms, including our social media channels, Google and Trustpilot. As a result, wherever customers look for trust and reputational signals about Safestore, they will see an impartial view of our excellent customer satisfaction.

Trustpilot is a well-recognised and authoritative third party review platform and this year, Safestore achieved a TrustScore of 4.8 out of 5 in the UK, illustrating our experience in delivering a high level of customer service. We are pleased to see our customer satisfaction rating for the year has increased slightly to 95% from 2,125 reviews.

Une Pièce en Plus also continues to use Trustpilot to obtain independent customer reviews. In 2021, 459 reviews were collected with 92% of customers rating their service experience as ‘Excellent’ or ‘Great’ which resulted in a TrustScore of 4.6 out of 5. Additionally, in Spain, OhMyBox! achieved a 4.8 out of 5 rating for customer feedback collected from Google Reviews.

We are pleased that our colleagues in store and in the Customer Support Centre have made such fantastic progress this year with the service they have offered our customers in often challenging circumstances, and to have this recognised is a great achievement and a demonstration of their hard work and commitment to the Safestore Group.

A multilingual digital offering

As part of our long-standing commitment to provide a great customer experience, and high rates of customer satisfaction, we have made great strides in developing our global digital offering.

To support our growth in European marketing, we have invested significantly in our digital platform, enhancing its scalability and accessibility. Users can have a high quality experience and engage with the Safestore brand in English, French, Dutch and Spanish. Whilst giving the Safestore Group greater growth opportunities, our multilingual website means that we are accessible to a wider audience.
We are aware that the majority of web users across Europe would prefer not to browse websites in English. Therefore, our customer-centric website platform now offers localised helpful content including video, relevant local imagery, storage sizes using the preferred metric system for better comprehension and finally storage quotations available in the native currency – which all help to build trust, brand recognition and credibility with our customers.


Nearly two-thirds of the web audience now prefer to view storage information on our web platform using a mobile device, so we have focused our efforts in refining the mobile experience to offer an intuitive journey from first page to storage quote or online reservation. Subsequently, the Safestore Group websites are faster to load and there is a decrease in the percentage of users who leave the website without performing any on-page action. Online visitors are viewing more web pages and spending more time on average browsing the site. We acknowledge that user experience in a digital world helps to build trust, brand recognition and credibility as a storage provider with our customers.

We have adapted and localised our overall strategy to improve our customers’ experience with the Safestore brands. As the first touchpoint for the majority of our customers, the multilingual digital platform is the face of our business, and we believe it is a key differentiator and competitive advantage as we continue our growth story.
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