Hints and tips, Small Business
How satisfied were customers in 2015?
Posted on by Cindy Yip
Estimated read time: 3 mins
The latest UK Customer Satisfaction Index (UKCSI) from The Institute of Customer Service was released this month. The 2015 report outlines the core ingredients of excellent service, factors shaping customers’ needs and the need for multi-channel environments. Organisations will need to build and maintain trust, not just through capability to manage customers; by demonstrating a genuine and on-going commitment to customer service integrating all the channels customers use. Hopefully the main findings from the report below can help you refine your company’s strategic focus and operational efforts.
- The overall UK customer satisfaction, based on over 39,000 customer responses stands at 77 (out of 100) in January 2016; up 0.8 points compared to July 2015 (76.2) and up one point compared to January 2015 (76).
- The biggest year-on-year sector increases are for Utilities (1.9 points), Public Services (National and Local) (1.7) and Insurance (1.6).
- Amazon.co.uk is the highest scoring organisation with a score of 86.6, though this is 0.1 points lower than January 2015.
- The greatest differences between the top 50 organisations and the rest are focused largely around people measures, complaint handling and speed of service.
- The 25-34 year old and over 65 age groups have seen the biggest increase in customer satisfaction compared to a year ago.
- Customer satisfaction for 18-24 year olds is broadly unchanged compared to a year ago with the youngest age cohort having the lowest customer satisfaction of any age group.
- Women have higher customer satisfaction than men in every sector except Automotive.
- In person (46.9%), website (22.6%) and over the phone (20.2%) are the primary methods customers use to interact with organisations.
- Businesses that scored the highest levels of customer satisfaction (either a nine or ten out of ten) produce significantly higher ratings for desirable future customer behaviours such as intention to remain a customer, recommendation and trust.
- Most customers (58%) use one channel of communication when they interact with organisations. However a sizeable minority say that they use two (34.1%), three (5.6%) or more than three (2.3%) channels.
- Customers who used three or more channels were much more likely to say that they had experienced a problem with the organisation in the previous three months and give organisations a lower customer satisfaction rating.
- Employees’ friendliness, helpfulness and competence have become relatively more important, as well as speed of service, especially when dealing with employees in person. Ease of doing business has also increased in importance.