Amazon tops customers satisfaction poll for fifth year running

Amazon has topped a national customer satisfaction poll for the fifth year running.

Over 10,000 consumers were interviewed for the biannual survey conducted by the Institute of Customer Service (ICS).

The UK Customer Satisfaction Index (UKCSI) is the national measure of customer satisfaction, giving a unique insight into the quality of customer service in the UK as a whole and 13 sectors of the economy. The study is based on a six-monthly online survey of consumers which is demographically representative of the UK population.

Although Amazon was the clear winner among the top ranked organisations, it was closely followed by First Direct in second place and Yorkshire Bank, which came third.

Superdrug was the fourth best organisation for customer satisfaction, with John Lewis and Wilko joint fifth. M&S Bank and Nationwide tied for seventh place and Jet2holidays.com, Tesco mobile and Waitrose took joint ninth place. Greggs finished in 12th place.

The ICS stressed the importance of continued investment in improving customer satisfaction levels, pointing out improvements in this area were worth £81.5 billion in repeat customer and recommendation to the UK's GDP.