July 2020: The UKCSI shows Customer satisfaction has flatlined
The UKCSI is the national barometer of customer satisfaction published twice a year by The Institute of Customer Service since 2008.
It is an independent, objective benchmark of customer satisfaction on a consistent set of measures on over 250 organisations and organisation types in 13 sectors.
The UKCSI provides a unique way of tracking and comparing customer satisfaction performance across the UK economy. An organisation’s inclusion in the UKCSI is unrelated to membership of The Institute. The UKCSI is designed to give an objective view of the state of customer satisfaction in the UK.
July 2020: key findings
- The July 2020 UKCSI is 77.0 (out of 100), 0.1 points lower than a year ago and 1.2 points below the highpoint recorded in July 2017
- Customer satisfaction with Public Services has improved but with the Tourism sector it has fallen
- The highest rated organisations for customer satisfaction are John Lewis, Nationwide and first direct
- In the context of the COVID-19 crisis customers believe that protecting employees and vulnerable customers should be top priorities for organisations
Latest UKCSI State of the nation report - July 2020
What the UKCSI includes
The UKCSI includes an index score for organisations and sectors based on customers’ responses across a range of metrics. The UKCSI also features insight about customer satisfaction with different channels and types of experience and in some cases different types of product or service.
We also highlight evidence about the relationship between customer satisfaction and trust, reputation, recommendation and financial performance.
What are the UKCSI questions based on?
The UKCSI is based on the top customer priorities described in the report “Customer Priorities: What Customers Really Want”.
The questions in the UKCSI are based on customers’ priorities – the attributes of customer experience with organisations that are rated as most important by customers. The Institute conducted recent research into customers’ priorities to ensure that the UKCSI remains a relevant and essential benchmark. The output of this research is new insight into both customers’ stated priorities, as well as “softer” factors which may not necessarily have a high stated importance, but nevertheless show a strong relationship with customer satisfaction.
How to use the UKCSI
Organisations use the UKCSI to identify emerging and long-term trends in customer experience. The UKCSI highlights the characteristics and differentiators of the highest performing organisations as well as key areas for improvement.
The UKCSI is designed not primarily as a league table but as an independent benchmark and source of knowledge to complement and enhance the insight organisations about their customers.
How many UKCSI sector reports are available?
13 sectors reports:
- Public services (Local)
- Public services (National)
- Retail (Food)
- Retail (Non-food)
How to use the UKCSI Sector reports?
UKCSI sector reports allow you to:
- benchmark customer satisfaction performance against other organisations in the sector on over 30 customer experience metrics
- analyse overall customer satisfaction, NPS, customer effort, trust, reputation
- link customer satisfaction to future buying behaviours, including consumers likelihood to repurchase, remain a customer and recommend
- identify what differentiates the highest and lowest performing organisations in each sector
- understand the latest evidence about drivers of complaints and satisfaction with complaint handling
- compare findings with your own customer surveys, business benchmarking surveys or voice of the customer analysis
- identify key areas of focus, create improvement plans and set measures.
UKCSI resources available to members *
The main UKCSI report on the state of customer satisfaction in the UK can be accessed here.
Institute organisational members are in addition entitled to a sector report with sector-specific insight and trends and metrics for organisations in the sector.
Members can also access a sector resource pack which contains key measures in spreadsheet format as well as additional sector-specific data and insight.
*Specific benefits vary by membership level
How to benchmark my organisation against the UKCSI?
Business Benchmarking is a measurement of customer satisfaction that your organisation can use to benchmark against leaders in your sector and beyond. Identify strengths and areas for development and benchmark your performance with other organisations. Access the Business Benchmarking page for more information.
How the UKCSI works
The UKCSI is based on 45,000 responses from an online customer panel. Typically it includes 3,000 responses from each sector except for Transport and Utilities. (6,000 responses each).
Customers rate their experience of an organisation they have recently dealt with on over 25 metrics of customer satisfaction, covering Experience, Complaints, Customer Ethos, Emotional Connection and Ethics. The measures are based on The Institute’s research into customer stated priorities and attributes that correlate strongly with high levels of customer satisfaction.
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