After what has been a whirlwind week for global dialogue and economic data at Davos, it is encouraging to be able to reflect on some positives.
Against a backdrop of geopolitical uncertainty, Mark Carney’s address at the World Economic Forum was a call-to-arms for “middle powers”, like his own Canada, in fighting the prevailing winds to restore some semblance of global stability. It is well worth watching in its entirety. For me, it was a reminder of the need for us all to stand up for what we know is right and not let inertia and passivity enable those whose values do not align with ours to take advantage.
On a more domestic note, our January 2026 UK Customer Satisfaction Index shows a welcome upturn in customer satisfaction, with all sectors improving compared to this time last year.
At a time when UK businesses and the economy need clarity, the rise in customer satisfaction recorded this week marks an important shift. And whilst it might prove difficult to sustain, it is critical: we have known for some time that there is a clear correlation between higher levels of customer satisfaction, stronger financial performance and enhanced productivity – which Britain urgently needs.
Getting it right first time and showing you care is essential
Overall customer satisfaction in the UK has reached 78.2 (out of 100), up by 2.1 points compared to a year ago and the highest since July 2022, when it was 78.4.
This rise comes down to more experiences being considered “right first time”, as well as more individuals feeling that the organisation they dealt with understood and responded to their personal needs, demonstrating genuine customer care.
This personalisation of service is critical to stand out in today’s operating environment, with more options available to consumers than ever before.
Allowing customers to speak to a human when needed, investing in technology to make processes more efficient and straightforward, and taking the time to listen are vital in making service feel more personal.
It’s also important when we consider that customers are more likely to feel optimistic about the outlook for their own financial wellbeing than they are for the UK economy – a new finding in this Index – suggesting there is optimism to spend in the near future.
When taken alongside the fact that 36% of customers are willing to pay more for excellent service, this is a significant opportunity for organisations. By providing premium, personal service and building trust, businesses can capitalise on this personal confidence for their own returns and, in turn, help to raise the outlook for our economy.
Building on a positive start to the year
These are positive indicators which deserve to be recognised. But the operating environment remains challenging for both customers and the organisations that serve them. There is no room for complacency.
While customer satisfaction is up overall, this headline figure masks wide variations in performance within and between sectors. As our research consistently shows, organisations that maintain a level of customer satisfaction above their sector average typically achieve stronger financial results than those below it.
Discrepancies also creep in when we look at varying levels of financial, physical, and mental wellbeing, with those who are disadvantaged and more vulnerable being the least likely to feel that an organisation has understood or responded to their personal situation.
Taken together, this reinforces the fact that customer service is a powerful tool. Done well, it has the potential to be a force of good in an increasingly fragmented society, to build trust in UK PLC and foster faith in our economic trajectory, and to deliver sustainable business growth.
We begin the year on a strong footing. The challenge now is to capitalise on this momentum. Boards and executive teams must continue to allocate the time and investment the service agenda requires to establish sturdy foundations for long-term prosperity.
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