Customer satisfaction falls again in latest UKCSI

30th Jan 2020

The UK Customer Satisfaction Index (UKCSI) is the national measure of UK customer satisfaction. Published twice a year by The Institute of Customer Service, it rates customer satisfaction across 13 sectors, incorporating the views of 10,000 consumers.

The January 2020 Index, which was published by the Institute on 22 January, has revealed an overall drop in satisfaction for the fifth consecutive time, which is the longest period of consistent decline since the first edition of the UKCSI was published in 2008. 

The number of organisations whose customer satisfaction is lower than a year ago is more than the number that have improved. Across the transport and utilities sectors, recent gains in customer satisfaction since 2017 have been lost, while 40% of banks, building societies and insurance firms posted lower scores. More than half of public sector organisations were also rated lower than last year.  

The latest Index also revealed the organisations that have performed consistently well in terms of customer satisfaction in the past decade. Amazon.co.uk topped the table with an average UKCSI score of 87.4 out of 100 between 2010 and 2020, while John Lewis and first direct came second and third with scores of 87.0 and 86.0 respectively. Seven retail organisations (retail food and retail non-food) made up the top 10. 

The Institute of Customer Service warns that brands risk reputational damage by repeating the mistakes which followed the last recession. The report highlights that successful businesses make the most of understanding their customers, personalisation and automation; enabling customers to take care of transitional matters digitally, while ensuring a real person is on-hand to deal swiftly and expertly with more complex queries. 

Commenting on the report Jo Causon, CEO of The Institute of Customer Service, said: “The last decade has been one of the most turbulent and challenging in recent British history. I hope that in the face of uncertainty, increased competition and changing customer needs, brands will see [these] figures as a wakeup call for better quality service. 

“Undoubtedly, we are seeing a much more complex and divergent picture, but it is evident that brands that are clear about who they serve – and what their points of differentiation are – lead the way. Businesses that combine outstanding service with an effective business model will prosper.”

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