Online retailers lead the way in customer service

Play.com and Amazon have topped a customer satisfaction poll to find which retailers hit the mark when it comes to customer service.

Play.com and Amazon beat high street rivals according to the survey by the National Consumer Satisfaction Index.

Out of 6,000 shoppers questioned, Play.com came top with a rating of 87 out of 100. Waitrose was the favourite bricks and mortar retailer with a score of 82.

The worst-scoring retailers included electricals chain Currys and Somerfield, which came bottom with a score of 61.

Chief executive of consultancy CFI Group Sheri Teodoru said:  "As the economy slows, the big challenge for retailers of all types will be how to compete to retain shoppers who are becoming increasingly conservative with their spending. 

"Here customer satisfaction is key: companies that provide the most satisfying experience stand the best chance not only to survive, but to thrive financially in a down economy."

www.retail-week.com