Africa’s largest single brand retailer, PEP has been recognised as both the Best Industry Clothing Retailer, and the Overall Winner of 2021/2022 at the Ask Afrika Orange Index® Awards – a prestigious accolade for customer experience performance amongst leading industries.

The Ask Afrika Orange Index measures 200 companies in 31 industries across all channels and interviewed 19 986 customers between May and July 2021 to establish which company provides the best customer service and experience in the country. 

This is the third time PEP has been named as the Overall Winner in the last 20 years; having previously walked away with the Award in 2006 and 2007.

“Our customers have always been at the heart of everything we do. Our purpose, even after 55 years, is still as relevant today – it’s about making a difference in the lives of our customers by making it possible for them to look good and feel good. 

“These accolades are a testament to PEP delivering on its purpose and delighting its remarkable customers,” says Jaap Hamman, PEP Chief Executive Officer.

Ask Afrika says customers are looking for emotional connections with brands. “This is unsurprising since consumers across the globe, including South African citizens, live in a constantly changing society on a macro and micro-level. Citizens experienced lack of trust, fear of the unknown and loneliness on higher levels during Covid Lockdown”.

Even during the difficult and uncertain times experienced over the last 18 months, PEP showed unwavering support and commitment towards their customers and the communities they serve – especially at a time when they needed this the most. Through it all, PEP remained optimistic and resilient. 

“A heartfelt thank you to our customers for this special recognition and to all our employees – our Dynamos, who strive to make every customer moment a positive and memorable one. 

“These accolades would not have been possible without your dedication and commitment in ensuring our remarkable customers receive the friendliest service from their trusted retailer.” Hamman concludes. 

About Ask Afrika Orange Index:
The Ask Afrika Orange Index® has been at the forefront of service benchmarking since 2001 and is the broadest, independent, and most widely referenced service excellence benchmark in South Africa. The benchmark has been tracking customer experience and the changing trends and expectations since 2001. 

The 2021 Ask Afrika Orange Index® not only celebrates a long history of tracking data but also provides customer experience and service scores across 31 industries and 200 individual brands. A total of 19,986 South Africans were interviewed during May to July 2021 to establish which companies provide the best customer experience in South Africa.