Nationwide and First Direct remain top of the rankings for Financial Services, but special recognition this wave must go to Starling Bank, which has rocketed to fifth place after ending 2023 at 13th.
The brand’s meteoric rise is one of the stand-out performers across the whole Customer Effort Index, with a +7 increase in its score making all the difference.
Competitors should pay particular attention to how its agents share expertise and the style of communication they use as those are the pillars that have driven its score.
The Performance Tracker was designed for viewing on larger screens. Please revert to desktop viewing for optimal user experience.
Customer Effort Scores for the quarter are presented in the rankings, ordered by highest Overall Effort Score first, to show which brand scored highest with its customers for that period. Individual brand ratings against the four pillars take us underneath that Overall Effort Score, with brand-specific explanatory analysis from the CEI Editorial team.
You can use the display above to toggle between score, ranking and individual pillars. Clicking 'Performance Tracker' enables you to analyse the performance over time.
The Customer Effort Index is calculated using a self-referential scale that is recomputed every wave based on what the minimum and maximum values are. This enables us to see how each brand is performing compared to the others within the data set. See About for more on the methodology.
ContactEngine believes that a great customer experience is an effortless one, where life is made as easy as possible for the customer. ContactEngine commissioned the Customer Effort Index to measure how real people perceive the effort it takes to be a customer of some of the leading brands in the world. By enabling a comparison of effort not only within an industry, but across industries, we can identify and learn from the brands who lead on making it easy for their customers to do business with them.
