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Online retailers top latest customer satisfaction ratings

The retail industry is the strongest performing sector for customer service, with internet retailers taking the top two spots, according to the latest UK Customer Satisfaction Index conducted by the Institute of Customer Service.


Online retailers top latest customer satisfaction ratings

Online fashion retailer ASOS achieved the highest overall customer satisfaction in the Index with almost 92 out of a maximum score of 100, equalling Amazon's record high score set in January of this year. 

ASOS was closely followed by Amazon at 90.6 and First Direct Bank at 89.0. John Lewis and Waitrose also scored highly at 88.5 and 87.0 respectively.

The index found that the picture across the UK was largely positive as customer service in the UK continues to improve. The average score across all organisations was 78 out of 100, up slightly from 77.4 in January 2012. 44% of organisations scored above 80.

Since January, every sector included in the UKCSI improved its rating, except local authorities which remained consistent with its January score of 74.9.

Non-food and food retail led the sector performance rankings, with local service providers coming narrowly behind at 81.5. Other strong sectors for customer satisfaction included the automotive, leisure and tourism industries. 

Sectors scoring below average included local authorities, national government services, telecommunications, transport and utilities.

Jo Causon, chief executive of the Institute of Customer Service, explained: "The overall improvement in the UKCSI is an encouraging indicator that organisations are continuing to prioritise and invest in customer service.

"However, the increased diversity in customer satisfaction reflects customers’ growing sensitivity to the experience they receive in a challenging economic climate.

"With less disposable income, consumers are far more discerning. In this environment, service will be the key differentiator, helping to deliver a tangible impact on customer retention, loyalty, and ultimately, the bottom line."

The top performing organisations were as follows:

ASOS: 91.6
Amazon: 90.6
First Direct: 89.0
John Lewis: 88.5
Volvo: 88.2
Ambulance Service: 87.7
Fire Service: 87.3
Waitrose: 87.0
Hertz and Skoda: 86.5

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