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Jan 20, 2017
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Amazon, ASOS and John Lewis top UK customer service survey

Published
Jan 20, 2017

Amazon has come out on top (again) as being the retail organisation with the highest levels of customer satisfaction in the UK, according to the latest UK Customer Satisfaction Index (UKCSI) from The Institute of Customer Service.


Amazon came out top for the second year in a key UK customer service survey



In a strong showing from online retailers, ASOS made a first appearance on the list in second place, while “three brands with a heritage in customer service” John Lewis, M&S (food) and John Lewis-owned Waitrose are next in the top five.

The UKCSI is the national measure of UK customer satisfaction with factors such as staff professionalism, quality and efficiency, and complaint handling all factored-into the results.

Non-food retailers performed strongest out of all sectors, with an average score of 82.5 (on a 100 point Index) – Amazon and ASOS scored 87.3 and 85.8 respectively.

Across the board, average customer satisfaction scores improved by 0.8 year-on-year to 77.8 in January 2017, also an increase of 0.4 since July 2016.

Despite the positive results, the UKCSI also shows that the gap between the highest performing organisations and the lowest is narrowing. This means that, to deliver sustained performance and to increase loyalty, recommendation and re-purchase, renewed investment in customer service is required.

Jo Causon, chief executive of The Institute of Customer Service, said: “Just being ‘good’ is no longer good enough, and organisations should think about how they can deliver outstanding service at all times.

“With 51% of people saying that it has taken them more than two attempts to get a problem fixed, the evidence suggests that customers still feel that they’re spending too much time and effort dealing with businesses. To turn this around a greater focus should be given to making things easier and less cumbersome for customers.”

Causon also said businesses need to consider better consistency across different channels. Engagement through digital methods such as email, text, apps and webchat functions have all increased in the last year, and these are the channels through which it’s most difficult for customer service staff to show empathy.

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