Which? surveyed 11,784 people in February and March this year about shops they had used in the previous six months. The customer scores are based on satisfaction with the shop on their last visit, and the likelihood of recommending it to a friend.

Dunelm Mill has risen up the rankings to 7th place, just behind Body Shop and equal with John Lewis and Waterstones.

Dunelm Mill has chosen Reality Training as the company to help it to transform its customer service – starting a Sales and Service Project in January, and the core project will be complete by the end of May next year.

Reality Training has developed for a customer service model that looks at how it starts and holds conversations with customers and ensures it adds value to the shopping experience.

Jeremy Blake, sales and marketing director of Reality Training says: "Seeing Dunelm shooting up Which? Magazine's satisfaction survey is great news for Dunelm Mill and its customers. It is brilliant to see that we have contributed to their growing success. The model, and the core principles we have developed for Dunelm Mill into a training programme have helped them to get these results, fast. Which? is very transparent in their ethos and they write up the facts in black and white as they find them, so to get this recognition is not only gratifying its very powerful."