Amazon voted best for customer satisfaction

Amazon SmileAmazon have been named the number 1 company in the UK for customer satisfaction. The report by the Institute of Customer Service ranked them ahead of surprise 2nd place Wilko who were ranked 45th last year.

Amazon mainly won the top spot because previously number 1 ranked First Direct bombed to 7th position this year, although in fairness Amazon’s score did also improve from 86.3 to 87.2 beating First Direct’s 2015 score of 87.0. Amazon’s improved rank reflected the UK as a whole with customer satisfaction rising for the third consecutive year by 1.2 points out of 100.

It’s also somewhat gratifying to find the UK scoring higher for overall customer satisfaction than any of our EU neighbours. Overall the UK scored 76.1 with Germany on 73.1 and France only managing a score of 69.0

eBay came in a position 20, level with last year but with a satisfaction score increased from 79.3 in 2015 to 82.9 for 2016. It’s unclear whether the 10,000 customers asked to rate their experience of dealing with the 200+ companies ranked would have rated eBay, or have rated their experience of individual sellers on eBay. eBay is the only company ranked in the retail sector who isn’t actually a retailer.

There is no taking away from Amazon’s superb performance, beating Waitrose, M&S and Landrover in third place and John Lewis (who shared 9th place with Greggs and Virgin Atlantic). Everything Amazon do from sales to logistics, next, same-day or 1-hour delivery, food with Pantry and Fresh coupled with video, music and associated services for their Prime customers makes them a clear favourite within the UK.