Opinion Former Video

What is the state of customer satisfaction in the UK?

UKCSI (UK Customer Satisfaction Index) is the national measure of customer satisfaction. It is based on a six-monthly online survey of consumers which is demographically representative of the UK population.

The July 2015 UKCSI includes 39,000 responses from over 10,000 individual customers.

The latest UKCSI reveals that satisfaction has continued to fall to its lowest level since 2010, a major concern for organisations as the economy begins to grow.

  • Customer Satisfaction has dropped to its lowest level since 2010
  • John Lewis and Amazon come out on top for delivering high levels of customer satisfaction in 2015
  • Analysis of 39,000 individual customer experiences reveals true state of customer satisfaction in the UK
  • Four of the big six energy providers improve on track record as some sectors fare better than others in the report from the Institute of Customer Service

Jo Causon, CEO of the Institute of Customer Service, commented:

“Many organisations are struggling to keep pace with a business environment that has undergone rapid change in recent months. Some brands are improving customer satisfaction by operating in an agile and innovative way, but overall it is clear that a new approach is required for this new environment. Businesses need to take a look at the experience they are delivering to customers and identify how it can be improved.”

Download the July 2015 Executive Summary here.

Video script

Customer satisfaction is a critical indicator for business. Increased market share and improved performance are among the rewards for organisations that make customer satisfaction a priority.

But the latest measure of customer satisfaction in the UK shows that it remained flat in the first half of 2015.

The UK Customer Satisfaction Index, or UKCSI, stands at 76.2 in July 2015 compared with 76 at the start of the year.

The bi-annual survey by the Institute of Customer Service, which examines 13 sectors of the economy, continues to show food retail and non-food retail as the best performers.

Improved performance among the lower ranking sectors - particularly Banking and Utilities - has continued in July, and the shrinking gap between the top and the bottom of the index persists.

As with previous surveys, the data shows that customer satisfaction is higher among older age groups.

For those aged 65 and above the UKCSI scores 80.2, an improvement on a year ago, compared with 72.8 for the least satisfied age group - 25-34 year olds - who are also less satisfied than they were a year ago.

By region, there are key differences with those living in the south-east, the least satisfied, and those living in Wales, the most.

And across the sexes, women have a greater customer satisfaction rating than men, except in the automotive sector where this trend is reversed.

Quality of goods and service continued to top the cause of complaints in the latest survey, followed by staff competence, late delivery or slow service, and staff attitude.

The data continues to show that businesses need to make customer satisfaction a strategic priority in order to thrive. We are living in a relationship economy and the prize of customer recommendation and repeat purchase depends on an organisation’s ability to strive towards, and achieve the very highest levels of customer satisfaction.

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