British Is Best, Says Consumers

06/07/09

By Claire West

World-beating customer service is thriving in the UK - giving confidence to companies to look beyond the recession, according to groundbreaking new research.

More than 46% of consumers think Britain is best for how well we are treated, surging ahead of the US on 25.5%, says the Institute of Customer Service. Germany is a long way behind in third on 7.9% and other major European tourist destinations - France, Spain, Italy and Greece - all scored poorly.

Despite difficult trading conditions, almost 40 organisations or professions achieved a customer satisfaction score of 80% or above - the benchmark...

...for world class customer satisfaction.

The study of 25,000 people revealed John Lewis is the best individual organisation and the first to top 90% in the ratings. Other top performers include the Fire and Ambulance Services, Waitrose, M&S, Mazda and the RAC.

Jo Causon, the Institute's chief executive, said: "This is an exceptional result for those 37 organisations from a wide variety of sectors, which achieved above 80 per cent - the benchmark for world-class customer satisfaction."

Overall, the UK achieved an average rating of 74% in the Institute's UK Customer Satisfaction Index (UKCSI), up from 72 in the previous study six months ago.

Jo Causon said: "The results show organisations are trying really hard to keep consumers satisfied, but we realise from the wide range of scores across the sectors that there is no room for complacency."

Even the much-maligned banking sector performs better, with more people content with the attention they receive in branches and on the phone - showing they are not inclined to blame 'frontline troops' for recent economic woes.

It is those who take customer service seriously that are reaping the rewards and will continue to do so beyond the current economic gloom,... continued on page two >

 

 

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