Amazon tops customer satisfaction list for 5th time

Customer satisfaction

Amazon has topped the list of customer satisfaction in the UK for the fifth consecutive time, beating Superdrug, Wilko and John Lewis.

A poll of over 10,000 shoppers conducted by the Institute of Customer Service (ICS) revealed that the ecommerce giant trumped its rivals on factors including staff professionalism, complaint handling, quality and efficiency.

Retailers following Amazon include Superdrug in fourth place, then John Lewis and Wilko in joint fifth place.

M&S Bank shared seventh place with Nationwide, while Tesco Mobile and Waitrose came in joint ninth place.

Other companies to make the list were First Direct, Yorkshire Bank and Greggs.

“For organisations to maintain momentum and benefit from long-term returns, they must continue to invest in customer service and place it at the heart of their business strategy,” ICS chief executive Jo Causon said.

“The temptation may be to hold back in economically uncertain times, but with improvements in customer service worth £81.5 billion to the UK’s GDP through repeat custom and recommendation, consistency is key to success.

“While high performing organisations act as an exemplar for others, they cannot become complacent.

“This is particularly pertinent for those appearing amongst the most improved organisations or those entering the index for the first time, as too many from previous UK customer satisfaction index reports have proved unable to sustain their performance.”

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