Amazon slumps as first direct nabs customer satisfaction crown

Online bank first direct has taken over from Amazon as the UK’s top organisation for customer satisfaction, with John Lewis and Next ranking second and fourth respectively.

The upper part of the UK Customer Satisfaction Index (UKCSI), published by The Institute of Customer Service, is dominated by retail brands, making up almost half of the top 10 and top 20. 

Jo Causon, CEO of The Institute of Customer Service, says: “In today’s complex world, it is vital organisations get the basics rights first: efficiency of service, complaint handling and the actual customer experience. On top of this, consumers are placing growing importance on trust, transparency, emotional connection and ethical behaviour. Our research shows there’s a compelling argument for meeting both these types of customer priorities for a profitable business return.”  

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