Asos, Amazon Score Top In Customer Satisfaction Index

Customer satisfaction is a key concept for retailers who wish to remain competitive. How consumers view and measure good customer service is something that many brands should be interested to hear and the new UK Customer Satisfaction Index (UKCSI) by the Institute of Customer Service (ICS) may offer some insight into that.

The research finds that, overall, pure play online retailers score better than multi-channel brands. Asos and Amazon top the chart, achieving scores of 92% and 90.2% in overall customer satisfaction respectively, with Asos managing to match the record score achieved by Amazon in January this year.

Department store John Lewis came third, scoring 88.5%, followed by entertainment e-tailer Play.com with 85.1%. Overall, food retail emerged as second best after pure play brands, standing at 81.6% in the UKCSI. Authors of the research note that the index readings can also be related to market share.

The research reflects the changes in market share in the UK retail sector. Brands that have fared well in customer satisfaction also see an increase in market share. Food retailers with a UKCSI above the sector average have witnessed a 0.8% rise in market share, whereas those which scored below average lost 0.13% market share.

Jo Causon, CEO at ICS, comments that there has been a general tendency for improvement in UKCSI readings, which is good news for the industry, as brands focus more on customer service.