Amazon tops UK customer satisfaction poll

25 January 2016 - Janet Bird

Amazon tops UK customer satisfaction poll

Internet retail giant Amazon has been hailed best in the UK for customer satisfaction.

Amazon came out on top of The Institute of Customer Service's January UK Customer Satisfaction index (UKCSI), followed by Utilities Warehouse and First Direct bank. Specsavers, Waitrose, John Lewis, New Look and SAGA Insurance all featured in the top ten.

The Institute of Customer Service bases its Index, which it describes as the "UK's biggest barometer of customer service", on the views of 10,000 consumers.

Launched by the Institute in 2008, the UKCSI provides insights into the state and direction of customer service across 13 key sectors.

The January 2016 Index found UK customers are happier with the service they receive now than at any time since January 2014, with satisfaction levels in the utilities sector improving faster than in any other although the highest scores were found in the non-food retail sector.

The research revealed staff competence was the most important element for customers, while employee behaviour and attitude was also given more weight by consumers than five years ago.

The condition of goods when they were delivered and the promptness of the written response from organisations to letters were also still deemed to be important.

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