The biannual UK Customer Satisfaction Index (UKCSI) report has revealed the companies with the best customer service in 2024.
Topping the list is key-cutting British stalwart Timpson, with Nationwide and John Lewis & Partners rounding out the top three.
The Institute of Customer Service surveyed 15,000 customers about their most recent customer service experiences with 266 major UK brands and 16 generic companies, such as “your local restaurant.”
The organization uses the survey data to provide companies with a UKCSI score based on how customers rate businesses across 26 areas within the following five dimensions:
Timpson topped the list with a score of 86, a 2.4 increase that saw the company move up 12 places since the July 2023 report. Other notable performances include Nationwide’s jump from 12th to second and M&S's improvement by 20 places to make it into the top ten.
Despite several brands making significant improvements, the most impressive display was undoubtedly from Waitrose. The supermarket's 4.4-point increase saw it skyrocket from 71st place in 2023 to fourth place in the most recent report.
However, while there was cause for celebration for some individual businesses, the overall level of customer satisfaction has dropped by 0.8 in the past 12 months, and by 2.6 since 2022.
In the foreword to the report, Joanna Causon – Chief Executive of The Institute of Customer Service – discussed some of the reasons that the UK continues to struggle with customer satisfaction:
Satisfaction has fallen, or is stagnant, not just for transactional experiences and complaint handling but also for measures of emotional connection, ethics and the sense that organizations demonstrate a customer ethos.
“As financial pressures have intensified, I’ve noticed that some organizations are increasingly taking a narrow, transactional approach to measuring customer satisfaction. But there is a risk that this gives insufficient focus to deeper factors that shape customer satisfaction, reputation, long-term performance and value.”
Customer Satisfaction Insights
By comparing the similarities and differences between high and low performing brands, it is possible to discern trends and lessons for enhancing an organization’s customer satisfaction.
Indeed, the report outlined some of the key differences between the top 50 ranked companies and the other brands, as seen in the below graphic:
As expected, the top 50 outperform the other brands across each of the metrics. But it is interesting to note the areas in which there are significant differences, such as the handling and speed of resolving complaints.
The survey also asked customers what actions companies should take to improve their customer service offerings, with making it easier to contact the right person to help, more friendly/helpful staff, and better website navigation receiving the most mentions.
Another area discussed within the report is the correlation between a company’s business record/reputation on business practices and societal impact, and its UKCSI ranking.