| Target | Performance 2024/25 |
| 4.5+ Maintain 4.5%+ customer satisfaction rating in each market |
4.5+: |
Customer engagement
Customer-Centric Communication
Safestore serves a diverse customer base across the UK and Europe and remains committed to delivering excellent service tailored to individual preferences. Following the closure of our UK-based Customer Support Centre in May 2025, we have enhanced our digital and local service channels to ensure continued accessibility and responsiveness.
Customers can now contact their local store teams directly by phone and email, LiveChat, or WhatsApp, enabling faster, more personalised assistance. Our store colleagues are highly trained to handle enquiries efficiently, ensuring a seamless customer experience from initial enquiry to reservation and move-in.
In the UK customers can, if they choose to, self-serve and complete the pre move-in process entirely digitally with online booking, secure payment powered by Stripe, and digital contract creation.
Addressing customer feedback and concerns
Customer feedback remains central to Safestore’s commitment to delivering exceptional service, and we’re proud to have received the Feefo Platinum Trusted Service award in the UK for the sixth consecutive year, reinforcing our commitment to outstanding customer experiences.
We actively collect and analyse reviews which provides us with a clear view of customer experiences across all markets. Our teams regularly review feedback, responding promptly to concerns and identifying themes that may help us improve customer experience.
This year, the Group has prioritised Google Reviews as a key driver of online brand reputation and visibility, especially as AI-powered search increasingly favours businesses with strong, recent customer feedback. High ratings and a consistent flow of verified reviews help ensure our locations remain prominent in search results. All our markets – including Italy, which joined the Group more recently – have seen year-on-year improvements in Google scores of 4.5+, reflecting our continued focus on service quality across the Group. This approach strengthens our digital presence and supports customers in choosing us with confidence in each of our markets.
Feedback also helps benchmark our performance, guiding improvements and reinforcing our market leadership. We engage directly with customers through reviews, surveys and follow-up communication, fostering dialogue and trust. Internally, we celebrate colleagues who deliver exceptional customer service, embedding a culture of responsiveness and continuous improvement.
Empowering customers for sustainable choices
At Safestore, we are committed to helping customers make sustainable choices that have a positive impact on the environment. In addition to reducing the environmental footprint of our own operations, we provide customers with practical ways to make sustainability part of their self-storage experience.
Our key initiatives include:
- Digital contracts and paper reduction – customers across all markets can now sign a storage contract online. This has saved approximately 1.2 million printed pages this year – equivalent to over 2,400 reams of paper – including a 17% year-on-year reduction in paper use in the UK.
- Supporting Refill and reducing plastic waste – the Refill initiative is available at 124 Safestore stores across the UK, offering free tap water to encourage reusable bottles and reduce single-use plastic.
- Eco-friendly products and services - all stores offer sustainably packaged merchandise and eco-friendly box products, giving customers environmentally responsible options without compromising on quality or convenience.
- Electric vehicle (“EV”) charging points – installed across new store locations to support cleaner transport and provide added convenience for customers with electric vehicles.
- Encouraging sustainable practices – through our blog and social media, we share practical sustainability tips, from efficient packing to recycling advice, helping customers reduce their own environmental impact.
By integrating these initiatives into our services, we make it easier for customers to choose greener options and contribute collectively to protecting the planet for future generations.
