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January 2021: The UKCSI is at its lowest level since July 2015

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.

January 2021: key findings

  • The January 2021 UKCSI is 76.8 (out of 100), 0.1 points lower than January 2020 and the lowest level since July 2015
  • Customer satisfaction with the Public Services (National) sector has risen by 1.5 points
  • Banks & Building Societies, Tourism and Transport have fallen by at least 1 point compared to January 2020
  • 271 organisations or organisation types received a UKCSI score
  • first direct, John Lewis and M & S (Non-food) are the highest rated organisations

Latest UKCSI State of the nation report - January 2021

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.

As well as reporting an overall index score based on customers’ responses across the full range of measures, this report includes index scores for five distinct dimensions of the customer experience: Experience, Complaints Handling, Customer Ethos, Emotional Connection and Ethics.

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:

  • Automotive
  • Finance
  • Insurance
  • Leisure
  • Public services (Local)
  • Public services (National)
  • Retail (Food)
  • Retail (Non-food)
  • Services
  • Telecommunications
  • Tourism
  • Transport
  • Utilities

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.

UKCSI Reports

Sample UKCSI reports

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