Which? reveals best and worst brands for customer satisfactionUK's biggest brands rated on service

19 September 2013

Graphic showing best and worst companies

The latest Which? survey reveals Lush, Lakeland and First Direct are the top brands for customer satisfaction. Meanwhile, Ryanair, Npower and Talk Talk are voted the worst.

Cosmetics firm Lush has topped our customer satisfaction survey, scoring 88% overall and five stars for its helpful and knowledgeable staff, leaving shoppers feeling like valued customers.

The survey rates 100 of the biggest companies on customer service and compares brands against each other – regardless of what they sell.

The lowest scoring brand was Ryanair with 54% and only two stars across all categories.

The full article 'Are you being served?' appears in the October 2013 edition of Which? magazine. If you're not yet a Which? member, sign up for a £1 trial to get access to all our product reviews and receive our monthly magazine. 

Best banking, supermarket and energy brands

First Direct was rated the best bank for taking care of its customers, scoring 84% and top marks for its ability to deal with issues. Meanwhile, Royal Bank of Scotland was voted the least customer friendly, with a customer satisfaction score of just 66%.

The survey uncovers Waitrose, which got a customer score of 81%, as the most customer-conscious supermarket – a stark contrast to Lidl which scored an unimpressive 66%.

And while consumer votes earned Scottish Power a respectable score of 70%, Npower came in joint 99th place with just 59%.

Customer service counts

Eight out of 10 consumers who responded to our survey told us that customer service is an important factor when deciding which brand to use.

Which? executive director, Richard Lloyd said: ‘While many companies performed well, it's shocking to see that some of the biggest household names are still failing to meet consumers' expectations of good customer service.  

'With nearly nine in 10 (86%) consumers saying they would leave a brand that treated them poorly, it's clear that the quality of customer service can either make or break even the biggest names.  In these times of economic hardship companies simply can't afford to compete on brand awareness or price alone if they want to be sure of retaining their customers.’

Top brands for customer service

In our survey of 3,331 UK consumers, respondents were asked to rate brands on six aspects of customer service, including staff knowledge, ability to deal with issues and feeling like a valued customer, and then give each brand an overall score out of 10.

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