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Amazon delivers best customer satisfaction - report

Institute of Customer Service

2 min read Partner content

Amazon has the highest level of customer satisfaction in the UK, according to the latest UK Customer Satisfaction Index, published by the Institute of Customer Service today.


Wilko, which was 45th on the list last year, came in second place this year. Land Rover, who climbed 54 places since July 2015, claimed the joint third spot alongside Waitrose and Marks & Spencer. Nationwide, First Direct, and John Lewis and Wilko featured in the top ten.

Across all sectors and organisations, customer satisfaction has increased by 1.2 points (out of 100) compared to a year ago – the third consecutive rise in the Institute’s bi-annual index. It also represents the largest year on year increase since July 2011.

CEO of The Institute of Customer Service Jo Causon said: “Non-food retailers are leading the way in their approach to customer service, but it’s also encouraging to see that other sectors are catching up. Overall, we’ve seen the largest year on year increase in customer satisfaction levels since 2011.

“The findings highlight just how powerful excellent customer service is in terms of tangible business benefits. For instance, the results from food retail suggest positive correlation with the bottom line; three of the four food retail companies that achieved year on year sales growth in a competitive market – Waitrose, Aldi and Lidl – have higher than sector average customer satisfaction.

“’Getting it right first time’ has to be a prerequisite for any organisation. Customers expect to be dealt with quickly and competently – as soon as they start to feel let down or ignored, their trust is lost. It’s important that businesses take this insight on board if they are to continue the positive trend in addressing customer needs.”

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