UK Customer Satisfaction Index - JANUARY 2018 The state of customer satisfaction in the UK - Institute of Customer Service
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instituteofcustomerservice.com JANUARY 2018 UK Customer Satisfaction Index The state of customer satisfaction in the UK
1
Foreword
Joanna Causon Chief Executive
Overall, this UKCSI shows a stable picture of customer relevance and impact amidst short term business
satisfaction in the UK. Yet beneath the surface there pressures and a complex environment of increasing
are a number of worrying signs that point, potentially, political, economic and societal polarisation.
to even greater uncertainty and challenges for many
organisations. The improvement that we have seen As we enter 2018, there is growing recognition that
recently in some of the lower scoring sectors has improving productivity is fundamental to the UK’s
stalled. For the first time, the number of organisations economic performance and social well-being. This
whose customer satisfaction has dropped by at least will require a sustained and co-ordinated investment
two points has overtaken the number of those that in skills and infrastructure. It also suggests the need
have improved by two points. Hardly any organisations for a fresh approach to employee engagement and a
that featured amongst the most improved for new kind of informal contract between organisations
customer satisfaction a year ago have maintained their and employees. Organisations need to be honest with
performance. themselves and their people about how they engage
and what they expect from employee engagement.
The customer experience environment is set to become Organisations have a responsibility not just to provide
much more challenging in 2018, with greater pressure decent and fair working conditions, but to listen
on incomes, consumer spending and margins, in many with genuine respect and to be clear with employees
sectors. Yet there are also opportunities. We continue about what is up for discussion and debate, as well
to see evidence that a high proportion of customers as what is not. Increasingly, organisations will need
value premium service and experiences. However, it is to offer pathways of career development for all their
highly likely that customers will become much more employees. Employees will also need to recognise that
demanding of the experiences and value they receive moving from a state of passive to active engagement is
from organisations. We have reached the point where ultimately a personal choice and offers the best route
concentrating on the hygiene factors of customer to professional and personal fulfilment. Developing
experience, crucial as they are, is not enough. this new informal contract of employee engagement,
Organisations need to maintain a coherent focus on based on mutual respect and trust, will be one of the
integrating customer experience design, technology vital keys to improving customer service, productivity
and employee engagement to create experiences that and business performance.
build customer engagement and trust.
I hope you will find this report insightful and helpful in
Consistency is a vital key to success. Our recent tackling the challenges you and your organisation face.
research into the relationship between customer As ever, I welcome your thoughts and feedback and
satisfaction and financial performance demonstrated look forward to continuing to drive the service agenda
that consistently achieving higher levels of satisfaction in 2018.
than competitors and peers is linked to stronger
turnover growth, profit and employee productivity.
Leaders and boards therefore have a particular
responsibility in maintaining consistency of purpose,
UK Customer Satisfaction Index | January 2018 12 UK Customer Satisfaction Index | January 2018
Contents
Executive summary 4
Part 1 Customer satisfaction in the UK: the state of the nation 12
Part 2 The links between customer satisfaction, employee 27
engagement, productivity and business performance
Part 3 Customer segments: variations in attitudes and behaviour 36
Part 4 Customer satisfaction demographics 45
Part 5 Implications & opportunities 51
Organisations in the UKCSI 63
About the UKCSI 64
UKCSI sector reports 65
Recent breakthrough research publications 66
UK Customer Satisfaction Index | January 2018 3Executive Summary
Customer satisfaction in the UK is, overall, broadly
stable, but there are signs that the improving
trend has stalled. For the first time, the number
of organisations whose customer satisfaction has
dropped by two points or more compared to last year
has overtaken the number who have improved by at
least two points.
The January 2018 UKCSI score of 78.1 (out of The proportion of customers experiencing a
100) is up 0.3 points compared to a year ago problem fell by 0.4% points, to 12.7%, whereas
and slightly lower, by 0.1 points, than in July the number of customers whose experience
2017. The overall Net Promoter (NPS) score rose was right first time has grown by 3% points, to
by 1.4 points to 15.3. The level of customer 80.8%. Satisfaction with complaint handling is
effort has increased by 0.1 (out of 10) points, to stable. The average level of customers’ trust in
4.9. organisations is unchanged at 7.7.
78.2 78.2 78.1
77.9 77.8
77.4
77.1
77.0
76.3 76.2
76.0
69.4
Jan-08 Jan-13 Jan-18
UK Customer Satisfaction Index | January 2018 5The improving trend in
Transport and Utilities has stalled
The Transport sector has seen a one point fall Despite the overall stability of the UKCSI, the
in customer satisfaction compared to January number of organisations whose customer
2017 and has replaced Telecommunications & satisfaction has dropped by two points or more
Media as the lowest rated sector. Rail operators’ in the last year has overtaken the number who
average satisfaction has declined by 1.3 points, have improved by at least two points.
to 72.1. Customers in the North of England are
on average the most satisfied with rail operators Amazon.co.uk is the highest scoring
and customers in London and the South East the organisation. Yorkshire Bank is the most
least satisfied. Utilities is flat year on year but has improved organisation having increased by
dropped slightly since July 2017. 10 points. Across the UKCSI, 10 organisations
feature for the first time.
The two Public Services sectors both show
higher customer satisfaction compared to a year
ago. But Public Services (National) is practically
unchanged compared to July 2017 and Public
Services (Local) has decreased by 0.4 points.
However, the Telecommunications and Media
sector is 0.6 points higher than a year ago.
6 UK Customer Satisfaction Index | January 2018The key differences in satisfaction between the
highest scoring organisation in each sector and
the rest, are complaint handling, over the phone
experiences, openness, trust and transparency
Key differentiators between the top quartile and remaining organisations, in each sector
Complaint handling (on a scale of 1 - 10) Over the phone (on a scale of 1 - 10)
Top quartile Remaining Top quartile Remaining
organisations organisations organisations organisations
Speed of resolving
your complaint 6.8 5.2 The ease of getting
through (phone) 8.2 7.2
The handling of
the complaint 6.8 5.3 Helpfulness of
staff (phone) 8.4 7.6
Staff doing what
they say they will do 7.0 5.6
Competence of
staff (phone) 8.4 7.5
Staff understanding
the issue 7.0 5.6
The attitude
of staff 7.1 5.7
Reputation and trust (on a scale of 1 - 10)
The outcome of
the complaint 6.9 5.6
Reputation of
the organisation 8.2 7.5
% of problems and right first time experiences
9.0% 13.8%
Trust 8.3 7.6
% problems
% experiences that Open and
87.1% 79.1% transparent 8.2 7.5
are right first time
In the Services, Telecommunications & Media, Tourism and Transport sectors, a number of measures
are especially salient differentiators between the upper quartile of organisations and the rest (see page
26). These differences underline the fundamental importance of consistently getting the basics right in
achieving superior customer service performance.
UK Customer Satisfaction Index | January 2018 7Consistently achieving levels of customer satisfaction
higher than the sector average is linked to better
turnover growth, profit and employee productivity
An analysis of organisations’ customer satisfaction and financial performance between 2008 and 2016
across nine sectors shows the value of consistency in customer service performance. Organisations that
maintain higher customer satisfaction than their sector average, have achieved stronger turnover growth,
profit and employee productivity than those whose customer satisfaction is below the sector average.
Most recent year 3 year perspective 5 - 8 year perspective
At least 1 point At least 1 point At least 1 point At least 1 point At least 1 point At least 1 point
Organisations' average level
higher than below sector higher than below sector higher than below sector
of customer satisfaction
sector average average sector average average sector average average
Turnover growth % 9.1 0.4 5.3 2.5 4.7 3.5
Ebitda % 14.2 15.0 15.1 12.0 24.7 14.5
Gross Margin % 39.5 28.5 35.5 37.3 37.0 32.1
Average revenue
548,166 264,288 549,147 267,749 552,409 257,614
per employee (£)
Human capital value add (£) 70,889 62,763 64,484 55,738 59,847 40,863
Organisations with higher levels of employee
engagement tend to also achieve superior customer
satisfaction
Customer Satisfaction
1 0.41
1 point increase 0.41 increase
in employee in customer
engagement satisfaction
Employee Engagement
22 organisations either shared their employee engagement index results with us, in confidence, or have
published them in annual reports and financial statements.
8 UK Customer Satisfaction Index | January 2018Superior customer satisfaction is linked to higher
levels of reputation, trust and recommendation
The UKCSI continues to show that achieving the highest levels of customer satisfaction - a 9 or 10 out of
10 - appears to give a notable extra boost to levels of reputation, trust, recommendation and willingness
to remain an organisation’s customer.
Customers who score Customers who score
an organisation 9 or 10 out of 10 an organisation 8 - 8.9 out of 10
for customer satisfaction for customer satisfaction
Loyalty
% of customers scoring an
organisation 9 or 10 96% 66%
on intention to remain
a customer
Recommendation
% of customers scoring
an organisation 92% 47%
9 or 10 on likelihood
to recommend
Trust
% of customers who give an
organisation a 9 or 10 96% 49%
trust rating
Reputation
% of customers who give an
organisation a 9 or 10 when asked 86% 38%
“how would you rate the reputation
of this organisation”
UK Customer Satisfaction Index | January 2018 9Despite economic pressures, the number of customers
who prefer premium service, 27.6%, has remained
consistent
Prefer “no frills” and lowest price
Prefer excellent service even if it costs more
27.7% 27.4% 27.6%
14.6%
14.2% 14.2%
Jul-16 Jul-17 Jan-18
Customers are more likely to express a Compared to July 2016, there has been an
preference for premium service in the increase in the number of customers in the
Automotive, Leisure, Retail (non food) and Automotive and Telecommunications and Media
Tourism sectors and less likely in the Banks and sectors who would pay more for excellent
Building Societies, Telecommunications & Media, service, but fewer in Transport and Services.
Transport and Utilities sectors.
10 UK Customer Satisfaction Index | January 2018When customers interact Implications and
with organisations while opportunities
they are at work, their
satisfaction is much lower
than average
44.9% of all customer experiences take place at High performing organisations tend to be
home and 8.6% at work. Customers are most characterised by proactive investment in their
likely to have an experience with an organisation employees, technology, customer experience
when they are at work in the Banks & Building design and processes and the ability to integrate
Societies, Insurance and Tourism sectors. these elements to deliver strategic clarity and
Satisfaction with experiences that take place coherent operational outcomes.
when customers are at home are, on average,
higher than for those when they are at work. We have identified key areas for potential
The difference is especially apparent in the Retail, investment as well as eight enablers to securing
Tourism and Insurance sectors. These differences effective return on that investment.
suggest that when organisations are dealing with
customers who are at work, there is a need to Key enablers of
effective investment
be especially responsive, efficient and to identify
ways of reducing customer effort.
1 Leadership
Across all levels of
household income, 2 Employee engagement
younger customers are
the most likely to say they 3 Insight
favour premium service
Customer experience
4 design and processes
The most affluent customers aged 18 – 44 show
a particularly strong preference for premium
service compared both to similarly aged people 5 Consistency
with lower incomes, as well as older affluent
customers. Amongst customers aged 45 – 79 Relentless focus on
there is much less variation by income level in 6 problems, complaints,
getting the basics right
the willingness to pay more for premium service,
than there is for younger people.
7 Effective measurement
Innovation and business
8 improvement
UK Customer Satisfaction Index | January 2018 111 Customer satisfaction in the UK The state of the nation
The UKCSI is a national measure of customer The January 2018 UKCSI score of 78.1 (out of
satisfaction which The Institute has published 100) is up 0.3 points compared to a year ago
twice a year since 2008. This UKCSI is based and slightly lower, 0.1 points, than in July 2017.
on 46,500 responses from an online panel This broadly stable picture is reflected in the
which is geographically and demographically smallest year on year movement in customer
representative of the UK population. Customers satisfaction since July 2015.
are asked to rate their experiences of dealing
with an organisation on over 30 customer The overall Net Promoter (NPS) score2 rose by
experience metrics using a scale of 1 – 10. 1.4 points to 15.3. Most other key measures are
The customer satisfaction index score for an stable. The level of customer effort3 increased by
organisation is based on an average of all its 0.1 points, to 4.9. The proportion of customers
customers’ responses and is expressed as a score experiencing a problem fell by 0.4% points, to
out of 100. The sector score is the mean average 12.7%, whereas the number of customers whose
of all responses for that sector. The overall UKCSI experience was right first time grew by 3% points
is based on the mean average of each sector’s to 80.8%. The improving trend in complaint
score. handling, highlighted in the July 2017 UKCSI, has
stalled. The average level of customers’ trust in
organisations is unchanged at 7.7.
78.2 78.2
78.0 78.1
77.9 77.8
77.3 77.4 77.4
77.1
77.0
76.7
76.3 76.2
76.0
75.6
75.2
74.1
72.0
Jan-09 Jul-09 Jan-10 Jul-10 Jan-11 Jul-11 Jan-12 Jul-12 Jan-13 Jul-13 Jan-14 Jul-14 Jan-15 Jul-15 Jan-16 Jul-16 Jan-17 Jul-17 Jan-18
1 To find out more about the UKCSI methodology, see About the UKCSI (p.64)
2 Net
Promoter Score (NPS) is based on customers’ responses to “how likely would you be to recommend xx to friends or relatives.” NPS is calculated by subtracting
the % of detractors - respondents scoring 0 – 6 (out of 10) - from the % of advocates, who scored 9 – 10.
3 Customer effort is based on responses to the question "how much effort did you have to make to complete your transaction, enquiry or request?"
UK Customer Satisfaction Index | January 2018 13The biggest year on year
improvements are for the
number of experiences rated
as right first time. Otherwise,
most measures are broadly
flat year on year.
Year on year changes: selected measures
YOY
Jan 2018 Jan 2017
change
UK Customer Satisfaction Index (UKCSI) 78.1 77.8 +0.3
Net Promoter Score (NPS) 15.3 13.9 +1.4
Customer effort 4.9 4.8 +0.1
Trust 7.7 7.7 -
% of experiences right first time 80.8% 77.8% +3.0%
% of customers experiencing a problem 12.7% 13.1% -0.4%
Satisfaction with complaint handling 5.6 5.6 -
14 UK Customer Satisfaction Index | January 2018The improving trend in
Transport and Utilities
has stalled
In recent UKCSI surveys, improvements in many The two Public Services sectors both show
of the lower scoring sectors such as Public higher customer satisfaction compared to a year
Services, Telecommunications & Media, Transport ago but Public Services (National) is practically
and Utilities have contributed to a steady growth unchanged compared to July 2017 and Public
in overall satisfaction. However, in this UKCSI, Services (Local) has decreased by 0.4 points.
there are signs that the improving customer However, the Telecommunications & Media
satisfaction in some of these lower ranked sector has improved by 0.6 points.
sectors may have stalled.
Retail (Non-food) remains the highest scoring
The Transport sector has seen a one point fall in sector but has fallen by 0.5 points. Insurance
customer satisfaction compared to January 2017 is 0.7 points lower than in January 2017. The
and has replaced Telecommunications & Media Automotive, Banks & Building Societies, Leisure
as the lowest rated sector. Utilities is flat year on and Services sectors have all improved, but by less
year but has dropped slightly since July 2017. than one point. Customer satisfaction in the Retail
(Food) sector is the same as in January 2017.
Changes in sector customer satisfaction in the last 12 months
Change from Change from
UKCSI score UKCSI score UKCSI score
Sector Jan-17 to Jul-17 to
Jan-18 Jul-17 Jan-17
Jan-18 Jan-18
Retail (Non-food) 82.0 82.2 82.5 -0.5 q -0.2 q
Retail (Food) 81.3 81.5 81.3 0.0 = -0.2 q
Tourism 80.7 80.7 80.2 0.5 p 0.0 =
Leisure 80.0 80.3 79.6 0.4 p -0.3 q
Banks & Building Societies 79.8 79.7 79.5 0.3 p 0.1 p
Automotive 79.5 79.4 78.8 0.7 p 0.1 p
Insurance 78.7 78.9 79.4 -0.7 q -0.2 q
Services 78.7 78.5 78.2 0.5 p 0.2 p
Public Services (National) 76.1 76.0 74.5 1.6 p 0.1 p
Public Services (Local) 75.0 75.4 74.4 0.6 p -0.4 q
Utilities 74.4 75.1 74.4 0.0 = -0.7 q
Telecommunications & Media 74.2 74.0 73.6 0.6 p 0.2 p
Transport 73.7 74.5 74.7 -1.0 q -0.8 q
p Increase in UKCSI score of less than one point q Fall in UKCSI score p Increase in UKCSI score of one point or more
UK Customer Satisfaction Index | January 2018 15Lower customer satisfaction in Transport can be
attributed to airlines and rail operators
Average satisfaction for airlines is higher than for Rail operators’ average satisfaction has declined by
coach or rail operators but it has fallen by 2.2 points 1.3 points, to 72.1. There is, however, a mixed picture
compared to the same time last year. Six of the eight in the rail sector; seven of the 16 rail operators in
airlines included in the UKCSI suffered a decrease in the UKCSI fell by at least one point whereas four
customer satisfaction of at least one point, with the improved by the same amount. This contrasting
biggest drops for Ryanair (- 4.7 points) and Virgin performance was most apparent in London and the
Atlantic (- 4.6 points). South of England. Southeastern was one of the most
improved organisations in the UKCSI (up 8 points),
By contrast, coach/bus operators’ average customer whilst Southern Railway fell by 7.0 points and is the
satisfaction increased by 1.1 points, although it lowest scoring organisation in the Transport sector.
remains lower than that for both airlines and rail
operators.
Customer satisfaction by mode of Transport
76.4
72.1
70.9
Rail/Train Air Coach/Bus
UKCSI (out of 100)
16 UK Customer Satisfaction Index | January 2018Customers in the North of England are on average the most satisfied with rail operators and customers in London
and the South East the least satisfied. The biggest gaps in customer satisfaction between these two regions are
focused around experiences with employees (speed of service, helpfulness and competence); the number of
experiences that are “right first time”; the number of problems; price; reputation; openness and transparency.
UKCSI average score for rail operators
by country and region
Further information about the customer service
73.3 performance of each sector, and organisations within
each sector, on the range of customer experience
76.6 metrics is available in 13 sector reports4.
73.9
73.7
72.4 68.9
4 Sector reports are available as a member benefit to Institute organisational members; benefits vary by membership level. The reports can be purchased by
non-members at www.instituteofcustomerservice.com
UK Customer Satisfaction Index | January 2018 17The top
50 organisations
Change
Jan-18 Jan-18 Jan-17 Jan-17 in score
Organisation Sector
Rank Score Score Rank Jan-17 to
Jan-18
1 Amazon.co.uk Retail (Non-food) 86.6 87.3 1 -0.7
2 first direct Banks & Building Societies 86.1 84.4 6 1.7
3 Yorkshire Bank Banks & Building Societies 85.3 75.3 184 10.0
4 Superdrug Retail (Non-food) 85.1 82.2 29 2.9
5= John Lewis Retail (Non-food) 85.0 85.4 3 -0.4
5= Wilko Retail (Non-food) 85.0 83.6 13 1.4
7= M & S (Bank) Banks & Building Societies 84.7 81.7 37 3.0
7= Nationwide Banks & Building Societies 84.7 84.4 6 0.3
9= Jet2holidays.com Tourism 84.2 NO DATA NO DATA NO DATA
9= Tesco mobile Telecommunications & Media 84.2 83.3 19 0.9
9= Waitrose Retail (Food) 84.2 84.6 5 -0.4
12 Greggs Leisure 84.0 84.4 6 -0.4
13 = Aldi Retail (Food) 83.9 83.0 20 0.9
13 = Next Retail (Non-food) 83.9 83.4 16 0.5
13 = Pets at Home Retail (Non-food) 83.9 NO DATA NO DATA NO DATA
16 = M & S (Food) Retail (Food) 83.8 85.0 4 -1.2
16 = Premier Inn Tourism 83.8 82.8 23 1.0
18 The Trainline.com Transport 83.7 81.2 49 2.5
19 Nationwide Insurance Insurance 83.6 81.1 51 2.5
20 P&O Ferries Transport 83.5 83.4 16 0.1
21 Brittany Ferries Transport 83.4 NO DATA NO DATA NO DATA
22 = Ebay Retail (Non-food) 82.9 81.7 37 1.2
22 = Halfords autocentre Services 82.9 79.1 106 3.8
24 Netflix Leisure 82.8 80.8 56 2.0
25 = Ikea Retail (Non-food) 82.7 79.2 105 3.5
18 UK Customer Satisfaction Index | January 2018Change
Jan-18 Jan-18 Jan-17 Jan-17 in score
Organisation Sector
Rank Score Score Rank Jan-17 to
Jan-18
25 = SAGA Insurance Insurance 82.7 80.5 73 2.2
25 = Škoda UK Automotive 82.7 81.1 51 1.6
25 = Subway Leisure 82.7 83.5 15 -0.8
29 = Jet2 Transport 82.6 83.0 20 -0.4
29 = Mercedes-Benz Automotive 82.6 81.7 37 0.9
31 = Haven Holidays Tourism 82.4 80.8 56 1.6
31 = Specsavers Retail (Non-food) 82.4 81.5 44 0.9
33 = Honda Automotive 82.2 77.0 157 5.2
33 = M&S Retail (Non-food) 82.2 84.3 9 -2.1
33 = RAC Services 82.2 79.7 91 2.5
36 = booking.com Tourism 82.1 81.7 37 0.4
36 = Caffe Nero Leisure 82.1 79.6 95 2.5
36 = Iceland Retail (Food) 82.1 84.3 9 -2.2
39 = P&O Cruises Tourism 82.0 83.6 13 -1.6
39 = Sainsbury's Retail (Food) 82.0 80.8 56 1.2
41 Lidl Retail (Food) 81.9 80.7 65 1.2
42 LV= Insurance 81.7 83.4 16 -1.7
43 giffgaff Telecommunications & Media 81.6 84.3 9 -2.7
44 = OVO Energy Utilities 81.5 82.5 26 -1.0
44 = Suzuki Automotive 81.5 81.7 37 -0.2
46 = Argos Retail (Non-food) 81.4 82.5 26 -1.1
46 = HM Passport Office Public Services (National) 81.4 78.9 112 2.5
46 = Prudential Insurance 81.4 NO DATA NO DATA NO DATA
49 = Debenhams Retail (Non-food) 81.3 80.1 79 1.2
49 Hilton Tourism 81.3 80.7 65 0.6
UK Customer Satisfaction Index | January 2018 19The sector profile of the top 50
organisations has remained stable
The Retail sectors are strongly represented in the top 50 but it also includes organisations from all
11 commercial sectors in the UKCSI as well as from Public Services (National). Seven of the top 50
organisations are from the three lowest ranked sectors, Utilities, Telecommunications & Media and
Transport. This shows that it is possible for organisations in any sector to achieve high levels of customer
satisfaction.
Profile of the top 50 organisations
12 6 6 4
Retail Retail
Tourism
(Non-food) (Food)
Leisure
Automotive
Banks & Building Societies
Insurance
Transport
13 of the top 50 organisations grew their customer satisfaction by at
least two points compared to January 2017, with the largest increase,
of 10 points, for Yorkshire Bank.
Three organisations - M & S (Non-food), Iceland and giffgaff - fell by
more than two points, although they remain amongst the highest
rated organisations in their sector.
20 organisations did not appear in the UKCSI top 50 in January 2017. Brittany
Ferries makes its debut in the UKCSI. Jet2holidays.com and Pets at Home
were part of the top 50 organisations in the July 2017 UKCSI but did not have
sufficient responses to be included a year ago. Prudential is amongst the top 50
UKCSI organisations for the first time.
20 UK Customer Satisfaction Index | January 2018Across the UKCSI as a whole there are 10 new entrants:
· Frankie and Bennys (Leisure) · Clarks (Retail Non-food)
· Prezzo (Leisure) · British Gas (Services)
· Spotify (Leisure) · Brittany Ferries (Transport)
·D isclosure and Barring Service · Thameslink (Transport)
(formerly Criminal Records Bureau, · Bristol Water (Utilities)
CRB) (Public Services National) · Essex and Suffolk Water (Utilities)
Despite the overall stability of the UKCSI, fewer organisations have grown their customer
satisfaction by at least two points compared to January 2017
253 44
Organisations and Organisations have
49
Organisations have
organisation improved their score dropped by at
types in the UKCSI by at least two points least two points
UK Customer Satisfaction Index | January 2018 21The number of organisations whose customer
satisfaction has declined by at least two points has
now overtaken the number that have improved by the
same margin
There has been a drop in the number of In each sector where customer satisfaction has
organisations whose customer satisfaction has dropped, the gap between the highest and lowest
improved by at least 2 points compared to the performing organisations has increased.
previous year and an increase in the number
whose customer satisfaction has fallen by two
points or more.
This trend of more organisations seeing a fall
rather than an increase in customer satisfaction
of at least two points is most marked in the
Insurance, Retail, Utilities and Transport sectors.
The number of organisations whose customer satisfaction improved or dropped by at least 2 points
100 Number of organisations that have
improved their UKCSI by at least 2 points
Number of organisations whose UKCSI
has dropped by at least 2 points
80
Number of organisations
60
49
44
40
20
0
Jan-16 Jul-16 Jan-17 Jul-17 Jan-18
22 UK Customer Satisfaction Index | January 2018Most improved The 20 most
improved organisations
organisations have achieved the strongest
gains in getting things right
first time and dealing
with problems and
complaints
UKCSI score UKCSI score
20 most improved organisations over one year Change Sector
January 2018 January 2017
Yorkshire Bank 85.3 75.3 10.0 Banks & Building Societies
T-Mobile 79.5 70.7 8.8 Telecommunications & Media
Southeastern (train operating company) 65.0 57.0 8.0 Transport
United Utilities (water) 77.3 69.9 7.4 Utilities
HMRC (Inland Revenue) 65.0 58.4 6.6 Public Services (National)
Pizza Hut 80.2 74.9 5.3 Leisure
Honda 82.2 77.0 5.2 Automotive
Yodel 74.3 69.3 5.0 Services
The Co-operative Energy 74.8 70.0 4.8 Utilities
DVLA 80.0 75.7 4.3 Public Services (National)
TransPennine Express 75.5 71.5 4.0 Transport
Halfords autocentre 82.9 79.1 3.8 Services
Renault 79.4 75.7 3.7 Automotive
Ikea 82.7 79.2 3.5 Retail (Non-food)
Nissan 80.1 76.6 3.5 Automotive
BT 69.9 66.8 3.1 Telecommunications & Media
M&S (Bank) 84.7 81.7 3.0 Banks & Building Societies
Harvester 78.4 75.5 2.9 Leisure
Superdrug 85.1 82.2 2.9 Retail (Non-food)
Scottish Water 76.9 74.1 2.8 Utilities
Toby Carvery 79.1 76.3 2.8 Leisure
Yorkshire Bank is the most improved organisation BT is at its highest point since July 2013,
in the UKCSI compared to a year ago. Its 10 although it remains below the average for the
point increase makes it the third highest rated Telecommunications & Media sector.
organisation in the UKCSI.
Two Public Services (National) organisations,
DVLA and HMRC, are amongst the most
improved in the UKCSI.
UK Customer Satisfaction Index | January 2018 23The performance of the most improved organisations
is welcome but is reported with a note of caution
The evidence suggests that many organisations In the previous two UKCSI surveys, rail operators
that have previously featured amongst the most have featured prominently amongst the most
improved have been unable to sustain their improved organisations. However, in January
customer satisfaction performance. 12 of the 20 2018, only two of the most improved organisa-
most improved organisations in January 2017 tions were rail operators, TransPennine Express
have dropped by at least one point compared to a and Southeastern, further underlining the over-
year ago; another six are broadly unchanged. The all downturn in customer satisfaction in the rail
exceptions are Yodel and M & S (Bank), who have sector.
continued to improve, by five and three points
respectively.
The key differences in satisfaction between the
highest scoring organisation in each sector and
the rest are for complaint handling, over the phone
experiences, openness, trust and transparency
In this UKCSI we have compared the over the phone experiences and perceptions of
performance of the top quartile organisations openness and transparency. This underlines the
and other organisations in each sector on the fundamental importance of consistently getting
range of customer experience metrics. This the basics right in achieving superior customer
analysis provides insights into both consistent service performance. As we will show in chapter
differentiators across the sample of over 250 2, organisations that maintain higher levels of
organisations in the UKCSI and the dynamics of satisfaction than their sector average have also
particular sectors. tended to show the strongest levels of turnover
growth, profit and employee productivity.
The most significant differences between the
highest performing organisations and the rest
are focused around the number of problems
and complaints, how complaints are handled,
24 UK Customer Satisfaction Index | January 2018Key differentiators between the top quartile and remaining organisations, in each sector
Complaint handling (on a scale of 1 - 10) Over the phone (on a scale of 1 - 10)
Top quartile Remaining Top quartile Remaining
organisations organisations organisations organisations
Speed of resolving
your complaint 6.8 5.2 The ease of getting
through (phone) 8.2 7.2
The handling of
the complaint 6.8 5.3 Helpfulness of
staff (phone) 8.4 7.6
Staff doing what
they say they will do 7.0 5.6
Competence of
staff (phone) 8.4 7.5
Staff understanding
the issue 7.0 5.6
The attitude
of staff 7.1 5.7
Reputation and trust (on a scale of 1 - 10)
The outcome of
the complaint 6.9 5.6
Reputation of
the organisation 8.2 7.5
% of problems and right first time experiences
9.0% 13.8%
Trust 8.3 7.6
% problems
% experiences that Open and
87.1% 79.1% transparent 8.2 7.5
are right first time
UK Customer Satisfaction Index | January 2018 25In certain sectors, there appear to be especially salient
differentiators between the highest scoring quartile of
organisations and the rest
Differentiators between upper quartile and the rest which are
Sector
particularly important in this sector
Differences are less marked in this sector but may be influenced
by type of experience. A relatively high proportion of customer
Insurance
experiences with top quartile organisations are concerned with
policy renewals.
• Openness and transparency
• Reputation
Services
• An organisation caring about its customers
• Over the phone experiences
• E ase of getting through (phone)
•C ompetence of staff (phone)
Tourism
• Reputation
•C ustomer effort
•% of customers experiencing a problem
• % experiences that are right first time
•P rice / cost
Telecommunications
•B eing kept informed
& Media
•O penness and transparency
•C ustomer effort
• Trust
• % of customers experiencing a problem
• % experiences that are right first time
• Price / cost
Transport • Being kept informed
• Openness and transparency
• Product / service reliability
• Trust
26 UK Customer Satisfaction Index | January 20182
The links between
customer
satisfaction,
employee
engagement,
productivity
and business
performance
UK Customer Satisfaction Index | January 2018 27Demonstrating the
return on investment in
customer experience
This section examines the critical set of In November 2017, The Institute published The
relationships between employee engagement, Customer Service Dividend: how organisations
customer satisfaction, productivity and business have achieved ROI and greater productivity5.
performance. It draws on The Institute’s latest Using data from the UKCSI and organisations’
research into the short and long term links financial reporting, the research explores the
between customer satisfaction and financial links between customer satisfaction and key
metrics; a comparison of customer satisfaction financial metrics such as turnover, ebitda and
and current account net gains and losses in gross margin as well as measures of employee
the banking sector; the relationship between productivity, revenue per employee and human
organisations’ employee engagement and capital value add.
customer satisfaction results; and persistent
evidence that superior customer satisfaction is The research covers 124 organisations
allied to strong levels of trust, reputation and in nine sectors (Insurance, Leisure, Retail
recommendation. (Food), Retail (Non-food), Services, Tourism,
Telecommunications & Media, Transport and
Demonstrating the financial return on investment Utilities). It draws on UKCSI and financial
is an essential concern for leaders, investors and reporting data between 2008 and 2017,
all who are involved in designing and delivering enabling both a short and longer term
customer experience. Yet the range of factors perspective on the relationship between levels of
influencing financial results – acquisitions, customer satisfaction and business performance.
divestments, competitive pressure, regulatory
action, organisational transformation – can
make it problematic to identify the role of
customer satisfaction in driving and sustaining
business performance. The increased number of
organisations whose customer satisfaction has
fallen, and the stalled improvement in a number
of sectors revealed by this UKCSI, reaffirms the
need to show compelling evidence of the impact
of customer service on business performance.
5 The
Customer Service Dividend: How organisations have achieved ROI and greater productivity is available as a membership benefit to The Institute’s
organisational members. It can be purchased by non members at www.instituteofcustomerservice.com
28 UK Customer Satisfaction Index | January 2018Customer satisfaction
and financial
performance:
key findings
• Organisations with higher customer satisfaction than their sector average have achieved better
• turnover growth than their peers, from a year on year, 3 year and longer term perspective
• Organisations that have improved their satisfaction to at least the level of the sector average
• achieved the highest average turnover growth; those whose satisfaction has fallen and is below
• the sector average saw the weakest turnover growth
• Organisations with higher customer satisfaction have demonstrated better employee productivity
• in terms of revenue per employee and human capital value added
• On average, organisations with higher customer satisfaction than others in their sector have
• achieved better ebitda and profit margins over 5 – 8 years
• Many high performing organisations have explicitly referenced investment in customer experience
• as an essential enabler of their business strategy
• Performing consistently better than the sector average for customer satisfaction is key to
• sustainable financial growth.
Customer satisfaction and financial performance: a short, medium and long-term perspective
Most recent year 3 year perspective 5 - 8 year perspective
At least 1 point At least 1 point At least 1 point At least 1 point At least 1 point At least 1 point
Organisations' average level
higher than below sector higher than below sector higher than below sector
of customer satisfaction
sector average average sector average average sector average average
Turnover growth % 9.1 0.4 5.3 2.5 4.7 3.5
Ebitda % 14.2 15.0 15.1 12.0 24.7 14.5
Gross Margin % 39.5 28.5 35.5 37.3 37.0 32.1
Average revenue
548,166 264,288 549,147 267,749 552,409 257,614
per employee (£)
Human capital value add (£) 70,889 62,763 64,484 55,738 59,847 40,863
UK Customer Satisfaction Index | January 2018 29The consistency imperative A central finding of our research into customer satisfaction and financial performance is the importance of maintaining consistently high levels of customer satisfaction, especially compared to direct competitors and peers. This UKCSI shows examples of organisations that have achieved significant improvement in customer satisfaction but not managed to sustain it. One of the key factors to achieving sustained business performance, especially in relation to ebitda and gross margin, appears to be the ability to maintain superior levels of customer satisfaction. Business change and transformation are crucial factors and potential risks influencing organisations’ short-term financial performance. Evidence from our review of company reports reveals examples of organisations whose revenue and profit fell because of costs associated with business transformation. Often, organisations subsequently recovered and grew their numbers but in some cases the turnaround took longer than anticipated. Customer experience is therefore seen by many organisations as a key enabler of business performance. Where organisations are undergoing significant transformation, customer experience can also act as a valuable asset in retaining customers and maintaining consistency and reputation. Given the many challenges and constant change that organisations face, there is a key role for leaders in supporting and reinforcing a long-term commitment to customer service. 30 UK Customer Satisfaction Index | January 2018
Customer satisfaction,
sales growth and market
share in Retail (Food)
Retail (Food) is one of the most congested Customer experiences recorded in the UKCSI for
sectors in the UKCSI with a gap of just 6.3 this sector remain predominantly “in person”,
points between the highest scoring organisation accounting for almost 80% of all customer
(Waitrose) and the lowest (Co-op). All experiences. However, the growth of Ocado and
organisations have grown sales compared to evidence of growth in Morrison’s ecommerce
last year except the Co-op. However, only Aldi, sales6 suggests that online sales will become an
Lidl and Ocado increased their market share increasingly significant feature of grocery shopping.
(Iceland’s share was unchanged).
Retail (Food): Customer satisfaction and yoy sales growth6
Retail Food Jan-18 UKCSI: 81.3
20%
Annual sales growth for the 12 weeks ending 8 October 2017
Lidl
15%
Aldi
Source: Kantar Worldpanel
10%
Ocado
5%
Morrisons Average
Iceland Waitrose
3.1% sales
Tesco growth
ASDA Sainsbury's
0%
Co-op Food
-5%
77 78 79 80 81 82 83 84 85
UKCSI Jan-18
Retail (Food): Customer satisfaction and yoy market share change6
Food retailers with Food retailers with Food retailers with
UKCSI at least UKCSI within UKCSI at least
1 point below sector average + / - 1 point of 1 point above average
sector average
-0.2% 0.1% 0.3%
6 Source: Kantar Worldpanel for the 12 weeks ending 8 October 2017
UK Customer Satisfaction Index | January 2018 31Over the longer term, our analysis of customer
satisfaction and financial performance in the Retail
(Food) sector 7 shows that organisations whose
customer satisfaction is consistently higher than the
sector average have also tended to achieve stronger
turnover growth.
Average customer satisfaction and turnover growth (2008 - 16): Retail (Food)
10 Organisations' average
customer satisfaction
8.6%
Organisations at least one point
8 above the sector average
% in organisations' average turnover change
Organisations at least one point
below the sector average
6
4.7%
3.8%
4
2 1.3%
0
-2 -2.7%
-3.3%
-4
Most recent 3 year Longer term
year on year change compound growth compound growth (5 - 8 years)
In a climate of tight margins, especially for The UKCSI continues to show that employee
retailers with high investment in physical stores, skills, behaviours and competence are the
it will be increasingly important to invest in aspects of customer experience which show
technology to improve back-office and frontline some of the biggest differences between the
productivity, whilst enhancing in-store experience highest performing organisations for customer
through the quality and range of products and the satisfaction and the rest.
quality of employee interactions with customers.
7 Analysis of customer satisfaction and financial performance 2008 – 2016 in The Customer Service Dividend: How organisations have achieved ROI and greater productivity,
Institute of Customer Service, 2017
32 UK Customer Satisfaction Index | January 2018Banks & Building Societies:
customer satisfaction and
current account net gains
and losses
A comparison of the Current Account Switching Organisations whose customer satisfaction
Service’s data on current account net gains and was higher than the sector average recorded
losses in Q1 20178 and the corresponding UKCSI an average 5,492 current account net gains
provides evidence that in this sector too, higher compared to an average net loss of 3,407
customer satisfaction helps organisations achieve accounts for banks with lower satisfaction.
better business results.
Customer satisfaction and current account switching
Banks & Building Societies Jan-17 UKCSI: 79.5
40,000 Nationwide
30,000
Current Account Net Gains / Losses
20,000
TSB
10,000
HSBC
Bank of Scotland Halifax
Tesco
0
Santander
RBS
-10,000 The Co-operative Bank
Lloyds
NatWest
Barclays
-20,000
74 76 78 80 82 84 86
UKCSI Jan-17
Organisations with lower than Organisations with higher than
sector average customer satisfaction sector average customer satisfaction
-3,407 5,492
Net current account gains
Net current account losses
8 Current Account Switching Service Dashboard Issue 16. 12 of the 17 banks in the Dashboard also appeared in the January 2017 UKCSI.
UK Customer Satisfaction Index | January 2018 33Customer satisfaction,
employee engagement
and productivity
The Institute’s research into employee 22 organisations either shared their employee
engagement9 highlighted the specific ways that engagement index results with us, in confidence,
engaged employees positively affect customer or have published them in annual reports and
satisfaction, through discretionary effort, personal financial statements. This analysis shows that
empathy, ideas for business improvement and a organisations with the highest levels of employee
focus on quality and consistency. engagement tend also to achieve superior
customer satisfaction. It may also be the case
The high levels of revenue per employee and that organisations with a reputation for service
human capital value add achieved by organisations are better able to attract and retain engaged
with higher customer satisfaction than their sector employees. Our analysis suggests that a one
average (see page 29) suggests that there is a link point improvement in employee engagement is
between employee engagement, productivity and linked to 0.41 uplift in customer satisfaction.
customer satisfaction.
For this UKCSI, we have updated an analysis of
the correlation between organisations’ levels of
customer satisfaction and employee engagement.
Customer Satisfaction
1 0.41
1 point increase 0.41 increase
in employee in customer
engagement satisfaction
Employee Engagement
The growing prominence of the debate about how to address the UK economy’s productivity challenge has
highlighted the need for a sustained focus on skills, training and infrastructure investment. Evidence from our
research suggests that a consistent focus on employee engagement and customer satisfaction must also be
recognised as essential to unlocking the UK’s productivity potential.
9 The Customer Knows: how employee engagement leads to greater customer satisfaction and loyalty, Institute of Customer Service 2016
34 UK Customer Satisfaction Index | January 2018Reputation, trust and
recommendation
The UKCSI has consistently shown that achieving
the highest levels of customer satisfaction - a 9 or
10 out of 10 - appears to give a notable extra boost
to levels of reputation, trust, recommendation and
willingness to remain an organisation’s customer.
Customers who score Customers who score
an organisation 9 or 10 out of 10 an organisation 8 - 8.9 out of 10
for customer satisfaction for customer satisfaction
Loyalty
% of customers scoring an
organisation 9 or 10 96% 66%
on intention to remain
a customer
Recommendation
% of customers scoring
an organisation 92% 47%
9 or 10 on likelihood
to recommend
Trust
% of customers who give an
organisation a 9 or 10 96% 49%
trust rating
Reputation
% of customers who give an
organisation a 9 or 10 when asked 86% 38%
“how would you rate the reputation
of this organisation”
UK Customer Satisfaction Index | January 2018 353 Customer segments: variations in attitudes and behaviour In our preview of customer service trends for 2018, we highlighted that a combination of rising prices and stagnant incomes is likely to make many customers even more demanding of the experiences and value they receive from organisations. This section examines the extent to which customers’ preferences for premium or “no frills”, lowest cost service have evolved and how preferences vary by sector, age group and household income. We also look at differences in customer experience depending on whether customers interact with an organisation when they are at work, at home or on the move. 36 UK Customer Satisfaction Index | January 2018
The number of customers who prefer either premium
or “no frills” service has remained consistent
In July 2016, July 2017 and now for January 2018 paying more. 27.6% of customers preferred
we asked customers to prioritise the relative premium service, with 14.2% indicating a strong
importance of service and price on a scale of 1 – preference for “no frills” service. The remaining
10. A score of 1 to 3 implies a preference for the customers, 58.2%, favour a balance of price
lowest price, “no frills” service. A score of 8 – 10 and quality of service. The relative number of
expresses a preference for “premium” service – customers with each type of preference has
an excellent standard of service, even if it means remained consistent since July 2016.
Service preferences: premium or no frills?
Prefer “no frills” and lowest price
30 Prefer excellent service even if it costs more
27.7% 27.4% 27.6%
25
20
15 14.2% 14.6% 14.2%
10
5
0
Jul-16 Jul-17 Jan-18
% of customers
UK Customer Satisfaction Index | January 2018 37Customers are more likely to express a Compared to July 2016, there has been an
preference for premium service in the increase in the number of customers in the
Automotive, Leisure, Retail (Non-food) and Automotive and Telecommunications & Media
Tourism sectors and less likely in the Banks & sectors who favour premium service but the
Building Societies, Telecommunications & Media, number has declined in the Transport and
Transport and Utilities sectors. Services sectors.
Changes in preference for premium service
27.6%
UK all-sector average
27.7%
34.2%
Automotive
32.2%
25.9%
Banks & Building Societies
25.8%
27.2%
Insurance
26.3%
28.1%
Leisure
27.1%
26.9%
Retail (Food)
26.5%
28.7%
Retail (Non-food)
29.5%
27.9%
Services
31.7%
25.6%
Telecommunications & Media
23.5%
31.6%
Tourism
33.3%
24.6%
Transport
26.7%
23.4% January 2018
Utilities
22.4% July 2016
5 15 25 35
% of customers
38 UK Customer Satisfaction Index | January 2018Variations in satisfaction
by household income are
not uniform across age
groups
People with either the highest (more than
£75,000) or lowest (£30,000) annual household
incomes have higher customer satisfaction than
those with incomes that are £30,000 - £75,000.
Customer satisfaction by household income and age group
UKCSI
Household income 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 79
average
£0 to £30,000 78.7 74.7 74.9 76.2 79.0 80.2 83.1
£30,001 to £50,000 76.4 74.0 72.4 76.1 77.8 78.8 81.3
£50,001 to £75,000 76.6 71.8 76.3 76.4 76.1 80.2 77.0
More than £75,000 79.4 77.1 83.2 79.9 76.6 78.0 72.3
Biggest gap between income
3.0 5.3 10.8 3.8 2.9 2.2 10.8
groups in each age cohort
At least 1 point higher than the average for this income group
At least 1 point lower than the average for this income group
Amongst 18 – 44 year olds, people with high By contrast, customers aged over 45 with middle
incomes have the highest levels of customer or relatively low incomes are more satisfied with
satisfaction; this is especially the case for 25 – 35 organisations than those on higher incomes.
year olds. These younger affluent customers tend This is especially the case amongst customers
to be more satisfied in particular for complaint aged 65 – 79. Older customers on low or middle
handling and over the phone experiences. incomes express higher satisfaction than their
Variations in customer satisfaction by income more affluent peers in particular for measures
amongst younger people are less pronounced for of trust, reputation, openness and transparency
online experiences. and an organisation caring about its customers.
A relatively high proportion of older affluent
customers’ experiences are online, whereas
customers with low or middle incomes have
more experiences with organisations in person.
UK Customer Satisfaction Index | January 2018 39Across all levels of household income, younger
customers are the most likely to say they favour
premium service
The most affluent customers aged 18 – 44 show
a particularly strong preference for premium
service compared both to similarly aged people
with lower incomes, as well as older affluent
customers. Amongst customers aged 45 – 79
there is much less variation by income level in
the number of customers who prefer premium
service, than there is amongst younger people.
Preference for premium service by age group and household income
All income groups £0 to £30,000 £30,001 to £50,000 £50,001 to £75,000 More than £75,000
18 to 24 30.3% 28.8% 31.8% 28.4% 42.4%
25 to 34 36.6% 29.5% 35.1% 42.4% 65.3%
35 to 44 31.3% 26.8% 31.2% 32.1% 51.6%
45 to 54 24.8% 25.1% 23.6% 26.1% 33.2%
55 to 64 21.9% 21.0% 23.2% 25.0% 20.3%
65 to 79 20.9% 20.7% 23.3% 18.4% 26.9%
At least 3% points higher than the UK average
At least 3% points lower than the UK average
The evidence in this UKCSI suggests that This evidence suggests that organisations
consistent numbers of customers have distinct need to understand their customers' range
preferences for either premium or no frills of preferences and consider ways of tailoring
service. The preference for premium service is propositions to meet the needs of key customer
most marked in the Automotive, Leisure, Retail segments.
(Non-food) and Tourism sectors and amongst
younger, affluent customers.
40 UK Customer Satisfaction Index | January 201844.9% of all customer
experiences take place at
home, 8.6% at work
We asked customers aged 25 – 64 to specify
where they were when they interacted with
the organisation they reported on in the UKCSI.
Almost half of customer experiences, 44.9%,
took place when customers were at home.
8.6% of all customer experiences occurred
when customers were at work and 2.7% when
customers were on the move. The remainder
were generally "in person" experiences in a shop,
office or branch or other public space.
Where were you when you interacted with an organisation?
At home Other, e.g. “In person”
(office/store/branch)
44.9% 43.8%
2.7% 8.6%
On the move
At work
UK Customer Satisfaction Index | January 2018 41Customers are most likely to have an experience In the Insurance sector, almost all customer
with an organisation when they are at work, experiences occur either when customers are
in the Banks & Building Societies, Insurance at home (70.3%) or at work (13.4%), reflecting
and Tourism sectors. By contrast, over 80% of the relatively low proportion of "in person"
experiences with Utilities and more than 70% experiences in this sector.
with Telecommunications & Media companies
took place at home.
% of all customer experiences that take place at home or at work
35.5% At home
Automotive At work
9.0%
44.5%
Banks & Building Societies
10.7%
70.3%
Insurance
13.4%
19.5%
Leisure
6.3%
30.6%
Public Services (Local)
8.1%
30.0%
Public Services (National)
9.2%
13.9%
Retail (Food)
6.3%
41.1%
Retail (Non-food)
7.1%
39.1%
Services
6.8%
72.3%
Telecommunications & Media
8.7%
62.2%
Tourism
10.0%
43.4%
Transport
8.6%
82.6%
Utilities
7.0%
0 20 40 60 80 100
42 UK Customer Satisfaction Index | January 2018When customers interact with organisations while
they are at work, their satisfaction is much lower than
average
Customer satisfaction is highest when customers
interact with organisations in person and tends
to be particularly low when they interact with
an organisation while at work. Satisfaction with
experiences that take place when customers are
at home are, on average, higher than for those
when they are at work.
Customer satisfaction when interacting with an organisation at home, at work or on the move
80
79
78
77
76.4
76
75
74
73
72.4
72
71 70.7
70
At home At work On the move
Average UKCSI (out of 100)
UK Customer Satisfaction Index | January 2018 43The difference in satisfaction between customer Customers are much more likely to be making an
experiences at home and at work is especially enquiry or a regular appointment / check when
apparent in Retail, Tourism and Insurance. they are at work and less likely to be making a
It occurs in all sectors except Public Services purchase or checking a bill or account statement.
(Local), where satisfaction is higher when a
customer contacts an organisation when they These variations in experience suggest that when
are at work rather than at home. organisations review customer journeys they
need to consider the context and environment
Satisfaction when customers interact with in which experiences are taking place. For
organisations while at work tends to be lower customers who are at work when they contact
than those at home for all types of experience organisations, there is a need to be especially
except complaints, where satisfaction is slightly responsive, efficient and identify ways to reduce
higher when customers contact an organisation customer effort.
from their workplace.
Customer satisfaction for experiences at home and at work
76.4
Overall
70.7
78.2
Automotive
74.1
78.7
Banks & Building Societies
72.9
78.9
Insurance
71.9
76.7
Leisure
70.4
65.6
Public Services (Local)
67.9
70.5
Public Services (National)
68.8
82.2
Retail (Food)
68.7
83.1
Retail (Non-food)
72.4
75.2
Services
68.7
72.8
Telecommunications & Media
68.8
82.1
Tourism
72.5
74.5
Transport
69.1
73.9 At home
Utilities
70.8 At work
0 20 40 60 80 100
44 UK Customer Satisfaction Index | January 2018You can also read
