The survey of UK consumers ranks brands on their Customer Experience Excellence (CEE) score, a weighted average of each brand’s score, as mapped against the six metrics of personalisation, time and effort, resolution, integrity, expectations and empathy.

The overall CEE score for the UK has dropped from 7.33 in 2016 to 7.08, a record low for the UK, according to the research. Additionally, only 8% of brands saw an increase in performance in the last year.

UK customer experience performance is now behind the United States, with a score equivalent to that of the US five years ago.

The top-performing brand according to the index was shopping channel QVC, with a CEE score of 8.22. The company jumped 18 places in the ranking since 2016. John Lewis Finance followed in second place, a new entrant in the top 10, with a score of 8.19, while first direct ranked in third place with 8.06. 

Also making it into the top 10 were John Lewis, Lush, Emirates, Skipton Building Society, Ocado, M&S and Amazon.

Despite the success of these few, customer experience had decreased among the majority of the brands outside of the top 10, resulting in a lower overall score for the UK.

David Conway, Director at KPMG Nunwood, said:“The vast majority of UK brands are struggling to keep pace with rising customer expectations, and it is clear that these expectations are playing an increasing role in determining a customer’s advocacy for, and loyalty to a brand. Innovation and the success of those leading the way are the primary driving forces behind this shift, with shoppers now judging customer service in comparative terms – the strong performance of one brand raising the bar for others.

“Even this year’s outstanding brands are having to work hard to maintain their prized position, as new entrants – not restricted by what has worked in the past – are redefining the rules for success."

KPMG Nunwood surveyed 10,000 UK consumers in July 2017 on various aspects relating to customer experience.