Market researched GfK NOP was commissioned to make 20,000 calls to dozens of call centres in various sectors, rating each one across five key service areas: timeliness, ease of use, reliability, staff knowledge and personalised service.
The best overall performer was the First Direct bank, with a score of 91.73%. Laithwaites came fifth with a customer service rating of 90.36%, making it the best performing retailer. Shirt maker Charles Tyrwhitt and Specsavers were the sector’s other top scorers.
The retail sector was the survey’s strongest performer overall, with a score of 87%.
The criteria used to evaluate the call centres took into account all aspects of customer service, including time to get through to a customer service representative, queue management, automated IVR systems, politeness, knowledge and friendliness, as well as how the speed of dealing with enquiries.