Amazon retains top spot for satisfied customers

12th Jul 2017

Amazon has secured the top spot in the UK Customer Satisfaction Index (UKCSI), published today by The Institute of Customer Service.

Published twice each year, the UKCSI highlights key drivers for customer satisfaction in the UK and measures organisations across 13 industry sectors.  Amazon takes the number one position for the fourth consecutive time and is followed by high performing organisations from across the tourism, leisure, banking and transport sectors.

The top organisations, in July 2017, are:


2.  first direct

3.  John Lewis


5=  Subway

5=  Next

7=  Aldi

7=  Greggs

9=  Nationwide

9=  M&S (Bank)

9=  The

9=  Superdrug


The UKCSI report reveals that, despite price uncertainty in the wake of the Brexit vote, there is a growing trend for customers to place more emphasis on service over price.  More than 1 in 4 (28%) favour excellent service, even if it means paying more, compared to just 15% who always want the cheapest deal.

Jo Causon, Chief Executive at The Institute of Customer Service, says: “Many organisations have woken up to the need to respond to more savvy, confident customers, who are clear about what they want and what they will pay for.  However, in many cases relationships are too transactional and organisations are failing to create the sort of relationship that leads to loyalty, advocacy and sustained business growth.  Business leaders need to reflect on the fact that customer priorities are changing; failure to do so increases the risk that organisations will sleep-walk into a situation where the investment they make in customer service no longer delivers the sort of return that is necessary for long-term business success.”

Key findings from the report include:

Generation gap: customers aged 18 – 24 recorded a bigger increase in satisfaction than any other age group yet remain below the UK average. Those over 65 are the most satisfied

Most improved: eight of the 20 most improved organisations are utilities companies (6 are water suppliers and 2 provide energy), but the biggest improvement comes from an organisation in the transport sector – with London Midland scoring 80.3 (out of 100), a rise of 9.1 points since July 2016

Supermarket sweep: the report also reveals Aldi is now the highest performing supermarket for customer satisfaction, overtaking M&S and Waitrose, whilst also making the largest gains in sales and market share

The report reveals that customer satisfaction scores 78.2 (out of 100), overall.  It represents a rise of 0.8 points compared to July 2016 and is also the highest score ever achieved by organisations in the UKCSI.

Causon adds: “For customer satisfaction to continue on this upward trajectory, organisations need to focus on the way they deliver a quality customer experience, the way they tailor what they do to individual customer preferences and the way they analyse problems to eliminate them at source. At this pivotal moment, now is the time for organisations to be brave and drive the customer experience agenda harder, and in a more sustained manner, in order to ensure long-term survival.”

Published biannually by The Institute of Customer Service, the UKCSI is the national measure of UK customer satisfaction. It rates customer satisfaction at a national, sector and organisational level across over 250 organisations and 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.

To find out more, and to download the full UKCSI report, visit:


Notes to editors
For further information please contact:

Ellie Scott, Rebecca Peck and Bethan Davies
E: [email protected]
T: 0207 010 0831 (Ellie), 020 7010 0877 (Rebecca) or 0207 010 851 (Bethan)

About The Institute of Customer Service
The Institute of Customer Service is the professional body for customer service delivering tangible benefit to organisations and individuals so that our customers can improve their customers’ experience and their own business performance.  The Institute is a membership body with a community of over 500 organisational members - from the private, public and third sectors – and over 3,000 individual memberships.  For more information about The Institute of Customer Service go to   

UKCSI (UK Customer Satisfaction Index) is The Institute of Customer Service’s national measure of customer satisfaction. It provides insights into the state and direction of customer satisfaction at a national level, across 13 key sectors and for individual organisations.  UKCSI was launched by The Institute of Customer Service in 2008. It provides a unique way of measuring the current customer satisfaction of UK customers, as well as trends over time.  The July 2017 UKCSI results included in this report are based on 43,500 survey responses. Each response is a completed online questionnaire relating to the customer experience with a specific organisation.  These responses are provided by over 10,000 individual customers. The respondents are representative of the UK adult population, according to region, age and gender.

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