National survey names travel firm with most satisfied customers
Jet2.com has the highest customer satisfaction rating in the travel industry, according to the latest UK Customer Satisfaction Index (UKCSI).
Lastminute.com is the most improved travel company, according to UKCSI, which is conducted by the Institute of Customer Service and based on the views of 10,000 consumers.
It said that the tourism industry had reached its highest point for customer satisfaction in six years, scoring 80.7 out of 100 – 0.8 points higher than its July 2016 score.
This had been largely achieved by ‘getting things right first time’, better complaint handling and customer experiences over the phone, according to the Institute.
On the whole, the tourism sector performs above the UK average on all customer experience measures, except for the condition of delivered goods, where it performs just below the national average. Budget hotel chain Premier Inn, for example, has consistently scored 80 out of 100 for customer satisfaction since 2009.
Tourism also generates fewer problems for customers than any sector, it said.
Jo Causon, CEO of The Institute of Customer Service, said: "Overall customer satisfaction is at its highest point since January 2014, the highest score ever, but this still has to translate into customer advocacy.
"With prices predicted to rise faster than incomes in the next year, it’s likely customer requirements will become even more exacting. Quality and consistency of the consumer journey is key to creating relationships that connect with the diverse and evolving needs of today’s consumers. Although effective complaint management does contribute positively to satisfaction, preventing problems at the source is a far more effective guarantee of loyalty and recommendation."
The UKCSI also revealed a growing trend for customers placing an emphasis on service over price. It found that 28% of customers favour excellent service, even if it means paying more, whereas only 15% always want the cheapest deal, even it means accepting no-frills service.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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