26th Sep 2016
Customer satisfaction in the tourism sector has increased, the latest UK Customer Satisfaction Index (UKCSI) from the Institute of Customer Service shows, but there is a significant gap between the highest and lowest performing firms.
The Index, which measures customer satisfaction across 13 areas of the economy, gives the sector an overall customer satisfaction rating of 79.9 out of 100. Its rating has increased by 0.6 points since July 2015, and it remains the third-highest-rated industry. However, the UKCSI shows a vast range of satisfaction levels, with a gap of 10.2 points separating the highest and lowest ranking organisations.
The sector scores above average on nearly all metrics of customer experience, particularly for complaint handling and telephone communications. Between July 2015 and 2016, the proportion of customers experiencing a problem has fallen from 9.7% to 8.6%.
Overall, ten organisations have improved, with only four demonstrating a fall in customer satisfaction. Premier Inn tops the tables as the industry’s highest scorer, while Pontins is the most improved.
In many sectors, there has been an increase in customer effort; the energy that customers feel they need to expend in order to reach the outcome they want. In the tourism sector, this score has risen from 4.4 to 4.7 in the last year. More than a third of people say that it has taken them more than two complaints to get a problem fixed.
The study also shows a clear link between organisations getting customer experiences right first time and achieving high levels of satisfaction. This correlation can be seen in the tourism industry, where customers claimed companies got it right first time in 78% of cases.