For the second year running, Amazon has topped the list of organisations with the highest levels of satisfaction in the country, according to the latest UK Customer Satisfaction Index (UKCSI) from The Institute of Customer Service.

In a strong showing from online retailers, new entrant ASOS comes in at second place, while three brands with a heritage in customer service – John Lewis, M&S (food) and Waitrose – also feature in the top five. Nationwide, first direct, Greggs, giffgaff and Iceland complete the top ten.

Doug Gurr, UK country manager at Amazon, said: “We always appreciate the support of our customers so we’re thrilled to start the year with such positive feedback. We know we can always get better, and we’re confident our investments in the UK will enable us to further improve the shopping experience for all our customers in 2017.”

The UKCSI is the national measure of UK customer satisfaction. It rates customer satisfaction at a national, sector and organisational level across 13 sectors – incorporating the views of 10,000 consumers. Thirty different considerations – such as staff professionalism, quality and efficiency, and complaint handling – are factored into the results.

However, despite the positive results, the UKCSI also shows that the gap between the highest performing organisations and the lowest is narrowing. This means that, to deliver sustained performance and to increase loyalty, recommendation and re-purchase, renewed investment in customer service is required.

Jo Causon, chief executive of The Institute of Customer Service, said: “Generally speaking, it’s been a better year for customer service, with consumers telling us that businesses are improving overall experiences by getting things right first time and dealing with complaints faster and more efficiently.

“However, these factors do not necessarily translate into customer loyalty and recommendation. Just being ‘good’ is no longer good enough, and organisations should think about how they can deliver outstanding service at all times.”

Share Story: