Amazon tops customer satisfaction poll for third year running

23 January 2017 - Janet Bird

amazon customer service

Amazon has been judged tops for customer satisfaction for the third year running.

The twice yearly survey of 10,000 consumers by the Institute of Customer Service also brought good news for other retailers including ASOS, who came second, John Lewis, which finished third, and Marks & Spencer, which took fourth place.

Waitrose, Iceland and Greggs also made it into the top ten, alongside building society Nationwide, First Direct bank and mobile network Giffgaff.

Big Four supermarket Tesco finished outside the top ten, but was voted most improved supermarket for customer service.

Over 200 organisations from 13 sectors were rated as part of the UK Customer Satisfaction Index (UKCSI). The organisations were assessed against 30 measures of customer experience.

The biggest differences between the top 50 organisations and the other 180 organisations ranked as part of the UKCSI were around complaint handling and over the phone experiences. But, encouragingly, the Institute said the gap between the top 50 and the rest had narrowed.

Overall, customer satisfaction had gone up to 77.8, the highest level since July 2013.

The Institute said this suggested many organisations were performing better on some of the essential elements of customer service, specifically getting things right first time and dealing better with problems and complaints.

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