The Institute of Customer Service’s latest UK Customer Satisfaction Index (UKCSI) shows that retail assistants, call centre agents, service engineers and other frontline people make the real difference when it comes to delivering great customer service.

The Institute’s research is one of the most robust – and on-going – measures of customer satisfaction in the UK. This time the Institute surveyed over 10,000 consumers in the UK. Overall satisfaction with UK organisations has increased and at its highest point since 2013.

So what’s the differences between high performing organisations and the rest? Is it a chatbot? Is it an upgraded app? The UK CSI results show it is people on the frontline that make the biggest difference between the top performing organisations and others. In particular, the best performers score more highly on:

– Staff doing what they say they will do
– The attitude of staff
– Staff understanding the issue
– The outcome of a complaint.

This suggests that successful organisations should invest in their people, both in terms of employee engagement and training development.