Amazon Tops UK Customer Satisfaction Index for sixth time in a row

11th Jul 2018

Amazon has taken first place in the most recent UK Customer Satisfaction Index (UKCSI), published on 5 July by the Institute of Customer Services.

Their score of 86.7 points (out of 100), in a vote from consumers, was enough to retain their sixth consecutive number one spot.

Amazon’s score trumped the average retail mark of 82.2, and was among eight non-food retailers making up this year’s top 20.

The success of online-based companies in the customer satisfaction survey does not make for easy reading for struggling UK high street retailers.

After retail, the food sector performed highest with an average of 81.2 with Iceland scoring highest for the first time. The banking sector took four of the top ten spots, and its average of 80.4 is an all-time high, exceeding the UK all sector average of 77.9.  

Despite the relative success in these sectors, continues the general decline of UK customer satisfaction, after its increase and peak across all brands in 2012/13. The institute warned that, “Survival of the fittest will be driven by how well customers are served.”

Jo Causon, CEO of The Institute for Customer Service, also saw some worrying signs in the results. She said: “The stagnation in customer service levels should be a cause for concern for the UK economy. This comes at a time when, just nine months from Brexit, we need more than ever before to show that Britain is a great place to do business with and in.”

Causon went on to cite “trust, reputation and recommendation,” as vital components alongside financial measures to achieving customer satisfaction. Causon recognises the loyalty gained from these attributes as key for brands in “difficult and unpredictable market conditions.”

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