Posted: 9th July 2018

The top UK brands for customer service revealed

Amazon has retained its place as the top UK organisation for customer satisfaction while Iceland has taken top place among food retailers for the first time, according to a survey.

Iceland beat Aldi and Waitrose to be named the highest performing supermarket and is the only food retailer in the top 10, having climbed 26 places in the last six months in the UK Customer Satisfaction Index published by the Institute of Customer Service.

The top spot when to US tech giant Amazon for the sixth consecutive time in the biannual survey with a score if 86.7 points out of 100, just ahead of John Lewis on 86.5 and Next and Yorkshire Bank, both on 86.1.

The banking sector performed better than ever before, reaching a score of 80.4 – above the overall average of 77.9 – with four financial institutions in the top 10 including Yorkshire Bank and Nationwide. Norwich-based insurer Aviva came in at number 22.

However, the index shows a slight fall in overall customer satisfaction after a peak in 2012/13. The Institute warned that the difficult retail environment meant that survival would be driven by how well customers were served.

The index rates customer satisfaction across 13 sectors based on the views of 10,000 consumers. More than 30 different customer measures are surveyed, such as staff professionalism, the quality and efficiency of the service, trust and transparency, the actual customer experience and complaint handling.

Jo Causon, chief executive of the Institute for Customer Service, said: “The stagnation in customer service levels should be of concern for the UK economy.

“This comes at a time when, just nine months from Brexit, we need more than ever before to show that Britain is a great place to do business with and in.

“Alongside tangible financial measures, trust, reputation and recommendation are crucial benefits of a deliberate and consistent focus on achieving high levels of customer satisfaction.

“The UKCSI shows that customers who give the highest ratings for customer satisfaction express strong levels of loyalty, which brands will need in difficult and unpredictable market conditions.”

The top 50 organisations in the July 2018 index are:


2 John Lewis Retail

3 = Next Retail, Yorkshire Bank

5 = first direct, Nationwide Building Society

7 Tesco Mobile

8 = M&S Bank, Wilko Retail

10 Iceland

11 Netflix

12 Specsavers

13 Pets at Home

14 = Greggs, Superdrug, Argos

17 = Trivago, Waitrose Retail

19 Nationwide Insurance

20 = Green Flag Services,

22 Aviva

23 = Aldi, M&S (food)

25 = Jet2, LV=

27 Halfords autocentre

28 = eBay, Premier Inn

30 SAGA Insurance

31 Santander

32 M&S

33 = Holland &; Barrett, Honda, Kia

36 Caffe Nero

37 = Brittany Ferries, Jaguar

39 = Apple,, Co-op Insurance, Mini, TSB

44 = giffgaff, More Than, Primark

47 Halifax

48 = Lidl, Subway, Toby Carvery

Enjoy this blog? Read our related posts and free downloadable materials:

Read our paper on what it takes to become relationship centric in your organisation.

Find out what level of emotional engagement you are at with your customers

Break down the data silos in your business to get to the heart of what your customers are saying

And finally, if you’d like to understand more about how to make your data go further, visit:

Eye CX for Customer Experience Professionals

Eye Trackit for Market Research Professionals

Leave a Reply

Your email address will not be published. Required fields are marked *

Want to see more?

Start transforming the Customer Experience today with your very own powerful data visualisation tool.

Preferred Demo date
Demo Time

*We collect your data to communicate with you about our products and services. We will never sell or share your information with a 3rd party. You can opt-out of receiving further communications at any time. For more information please see our Privacy Policy.

+44 (0)131 564 1571

Maru/Syngro Limited
93 George Street


Opening Hours: Mon-Friday 9am-5pm