New research by Esendex has revealed which industries are setting the standard in customer service and which ones are falling short – identifying the key areas where businesses are missing the mark in customer experience.
Delivering exceptional customer service is no longer a courtesy, but an essential part of shaping a brand’s reputation and fostering customer loyalty. How a business handles customer relationships and complaints can determine whether a one-time buyer becomes a loyal advocate, or turns to a competitor for their next purchase.
In today’s competitive market, the quality of customer service can be the deciding factor in a business’s success or failure, with 83% of customers citing good customer service as their top motivator in purchasing decisions. In fact, a further 80% of customers consider the experience a company provides to be just as important as its products and services.
Outstanding service doesn’t just drive one-time sales – it can build long-term relationships and brand loyalty, with nearly nine in ten (88%) customers stating a positive service experience makes them more likely to make repeat purchases.
Recent research has estimated that poor service costs UK businesses over £87.6 billion per year, severely damaging a brand’s reputation and ultimately its financial performance.
In comparison, companies with higher customer satisfaction can achieve more than double the revenue in comparison to their lower-ranked competitors – with 68% of consumers willing to pay more for products and services from a brand known to offer good customer service. In especially competitive industries, businesses that repeatedly fail to meet customer expectations risk losing revenue in the long-term, while companies that prioritise service standards gain a clear competitive edge.
This all comes as the Institute of Customer Service revealed UK customer satisfaction had slumped to its lowest rating in nine years by July 2024, only rising by 0.3 in January 2025.
To avoid complaints, businesses need to communicate with customers in a timely, clear and positive manner that will resolve any issues. By using a variety of communication methods, such as WhatsApp for Business, companies provide support with two-way communication that will drive higher engagement, prioritising positive and effective service and communication that will improve business success
The customer happiness index
To determine which industries provide the best customer service, our team analysed over 500 companies across 15 UK industries. Using Trustpilot data, we calculated an index score out of 100, factoring in overall Trustpilot scores, 12-month average, and customer sentiment ratings for ‘customer service’, ‘satisfaction’ and ‘experience’.
The industries with the best customer service
The ‘Customer Happiness Index’ has revealed valuable insight into the strengths and weaknesses across industries. Overall, the average Trustpilot score across all industries was 4.1, with an average index score of 76.8.
Construction and manufacturing lead the rankings, with an average Trustpilot score of 4.6 and an index score of 89.9. A recent article stated that in such a competitive sector, companies rely heavily on word-of-mouth for growth and loyalty.
Referrals account for 65% of new business opportunities across all industries, but in highly competitive sectors, where pricing and USPs show little variation, customer satisfaction is crucial for long-term success. With an average ‘customer service’ rating of 4.6 both overall and over the past 12 months, the sector demonstrates a strong commitment to maintaining positive customer relationships, leveraging exceptional service to build loyalty and long-term growth.
The HR and recruiting industry ranked second with a 4.6 Trustpilot score but a slightly lower index score of 89.7 out of 100. As HR and recruiting businesses play a crucial role in managing employee experience,
including recruitment, training, and employee development, their ability to carry this into delivering excellent customer service is noticeable.
The personalised nature of recruitment services calls for a strong knowledge of clients and candidates and a focus on their satisfaction and experience, which likely contributes to its higher positioning. Customer sentiment data further reinforces this, with ‘customer service’ (4.6), ‘satisfaction’ (4.4), and ‘experience’ (4.5) all ranking highly.
The health and medical sector ranked third, with a Trustpilot score of 4.4 and an index score of 88.0. Health services often deal with sensitive issues, therefore an emphasis on transparency and compassionate care is required for businesses to succeed. The results show that health and medical businesses effectively manage this, with strong customer sentiment ratings across customer ‘service’ (4.6), ‘satisfaction’ (4.2), and ‘experience’ (4.3).
However, it is important to note that the NHS, which was not included in the research, received 241,922 complaints in 2023-2024, with 17.1% related to communications. This comes as further research by Esendex revealed the strain ineffective communication was placing on the health service after finding the true cost of missed appointments.
Good customer service in healthcare starts with communication, therefore it should be made easier for patients to make and keep appointments, and empower them with information related to their health.
While face-to-face interactions should be met with empathy and care, this research demonstrates the importance of clear, positive communication around appointments. Effective communication channels not only bridge any gaps in the customer experience but are also crucial for cost-effectiveness and reliability overall.
Which industries have the best customer service?
| Industry | Average Trustpilot Score | Index Score (out of 100) |
| Construction and Manufacturing | 4.6 | 89.9 |
| HR and Recruiting | 4.6 | 89.7 |
| Health and Medical | 4.4 | 88.0 |
| Education | 4.5 | 87.8 |
| Credit and Debt Services | 4.4 | 86.8 |
| Sales and Marketing | 4.3 | 83.0 |
| Utilities | 4.3 | 82.7 |
| Shipping and Logistics | 4.2 | 79.7 |
| Real Estate | 4.0 | 78.4 |
| IT and Communications | 4.2 | 77.3 |
| Electronics and Technology | 4.0 | 75.6 |
| Entertainment | 3.5 | 63.7 |
| Banking and Money | 3.6 | 61.9 |
| Housing Associations | 3.4 | 55.7 |
| Retail | 3.3 | 51.4 |
Education ranked fourth with a 4.5 Trustpilot score and an index score of 87.8. Designed to cater to a diverse range of students, parents, and teachers, businesses in the education sector need to provide compassionate and high-quality service to maintain a strong reputation and deliver exceptional educational outcomes.
The sector performed particularly well in customer sentiment for ‘experience’, achieving a 4.6 Trustpilot score. These positive reviews may reflect that the industry effectively engages with students and parents, which in turn can build trust and brand loyalty.
In the mid-range, industries such as credit and debt services, sales and marketing, utilities and shipping and logistics, demonstrated a solid customer service performance, with index scores of 86.8, 83.0, 82.7 and 79.7 respectively.
Credit and debt services, in particular, scored 4.5 for ‘customer service’, reflecting the industry’s ability to navigate sensitive financial situations with care and professionalism. Financial service providers acknowledge that services such as third-party debt collection can be met with negativity, poor reputation, and potential financial penalties. As a result, it’s integral to follow a clear communication and customer-focused approach that will improve and maintain client trust.
At the lower end of the rankings, the real estate, IT and communications, electronics and technology, and entertainment industries scored 78.4, 77.3, 75.6 and 63.7 respectively.
The Real estate sector often faces challenges due to the complexities of property transactions, leading to long wait times and a perceived lack of transparency. Realty Times states that securing a home is an emotionally charged process and when a deal falls through, as they frequently do, customers may respond with heightened frustrations, leading to negative reviews.
Similarly, IT and communications and electronics and technology services face similar issues, frequently criticised for slow customer support and technical difficulties. A study found that 24% of customers waited two days, while a further 17% waited for three days before their broadband was restored.
With broadband, mobile and IT being an integral part of most people’s lives, frequent tech outages are met with rising customer expectations for fast, seamless support – putting pressure on businesses to enhance their service, and handle any frustrations that may occur.
The entertainment industry received an index score of 63.7, reflecting widespread dissatisfaction with customer service in areas such as cinemas, museums and live events. Issues, including hidden fees, technology issues, wait times for ticketing, subscription cancellations, and unresponsive customer support channels, all contributed to a negative customer sentiment.
High-demand events, such as Taylor Swift, Oasis and Coldplay concerts, often intensify customer frustration, with limited ticket availability and poor website experience leaving many fans disappointed.
Last year, Ticketmaster received over 1,000 complaints over the handling of Oasis concert tickets, with many calling for stricter rules when it comes to Ticketmaster accounts, after fans waited in virtual queues for up to eight hours before the site crashed or pushed them to the back of the queue.
The industries with poor customer service
The retail industry ranked the lowest for customer service, scoring just 51.4 out of 100 – reflecting widespread consumer dissatisfaction with how businesses in the sector deal with issues.
An average 2.8 score for ‘customer service’ points to poor communication when dealing with product issues, refunds and returns, and delivery delays. Unlike the industries at the top of the rankings that rely on positive customer relationships for repeat purchases, retail businesses may be prioritising affordability and convenience to initially attract customers.
The pressure on e-commerce providers has intensified in recent years, with Ofcom’s annual post-monitoring report revealing an 8.3% increase in UK parcel volumes from 2023-2024 while two-thirds of parcel recipients (67%) reported experiencing a delivery issue in the past six months. Without effective delivery communication and handling of customer complaints, these issues can lead to poor reviews and declining customer trust.
Housing associations ranked second worst, with 55.7 and an average Trustpilot score of 3.4, and a score of 3.1 for ‘customer service’. In Q1 of 2024, 63% of all housing complaints were about ‘property conditions’, and as providers of essential housing support, housing associations must be providing the utmost sensitivity and transparency during repair wait times. Reviews suggest that unresolved issues and lack of communication have significantly driven dissatisfaction.
The banking and money industry ranked third poorest for customer service, with a score of 61.9 out of 100. Given the importance of financial accessibility, long response times can be a major source of customer frustration. Financial businesses have up to eight weeks to deal with complaints, a delay that may test customer patience.
While digital banking has streamlined services, recent banking tech outages left some users without a home. The continual growth of these issues contributes to customer dissatisfaction and burdens customer helplines, with many demanding access to their money or needing personalised assistance – underscoring the need for an effective and available customer communication strategy
Customer sentiment analysis
| Industry | ‘Customer Service’ Trustpilot Score (Last 12 months) | ‘Customer Service’ Trustpilot Score | ‘Satisfaction’ Trustpilot Score | ‘Experience’ Trustpilot Score |
| Construction and Manufacturing | 4.6 | 4.6 | 4.4 | 4.3 |
| HR and Recruiting | 4.5 | 4.6 | 4.4 | 4.5 |
| Health and Medical | 4.4 | 4.6 | 4.2 | 4.3 |
| Education | 4.0 | 4.4 | 4.4 | 4.6 |
| Credit and Debt Services | 4.4 | 4.5 | 4.2 | 4.4 |
| Sales and Marketing | 4.3 | 4.3 | 4.5 | 4.2 |
| Utilities | 4.3 | 4.4 | 4.4 | 4.0 |
| Shipping and Logistics | 4.2 | 4.2 | 3.9 | 3.9 |
| Real Estate | 3.9 | 4.2 | 4.4 | 4.1 |
| IT and Communications | 4.0 | 4.0 | 4.2 | 4.1 |
| Electronics and Technology | 3.7 | 4.1 | 3.9 | 3.8 |
| Entertainment | 3.8 | 3.6 | 3.6 | 3.6 |
| Banking and Money | 3.2 | 3.4 | 3.7 | 3.6 |
| Housing Associations | 3.2 | 3.1 | 3.3 | 3.4 |
| Retail | 2.8 | 2.8 | 3.3 | 3.2 |
Customer sentiment scores reveal how industries perform in areas of ‘customer service’, ‘satisfaction’ and ‘experience’, with most industries maintaining a level of consistency between their overall Trustpilot score and individual performance areas. This indicates that their products and services have consistently been met with equally satisfactory customer service.
However, the retail sector stands out, with a 2.8 for ‘customer service’ rating, compared to the overall 3.1 Trustpilot score – suggesting that most low-score complaints in retail stem from poor customer service rather than product quality.
The impact of the Golden Quarter
| Golden Quarter | ||||||
| Industry | Last 12 months | Last 6 months | Last 3 months | Customer Service (12 months) | Customer Service (6 months) | Customer Service (3 months) |
| Entertainment | 3.5 | 3.5 | 3.43 | 3.77 | 3.73 | 3.41 |
| Retail | 3.29 | 3.2 | 3.12 | 2.77 | 2.88 | 2.73 |
The final months of the year, known as the Golden Quarter, are a critical period for retail and entertainment businesses, with major events like Black Friday and Christmas driving a surge in consumer demand. To ensure brand loyalty year-round, businesses must ensure that they deliver an exemplary service even during these peak times, as well as offering competitive marketing and pricing strategies.
According to Esendex data, 77% of consumers cut back on spending up to a month before Black Friday so they could splurge on sales and discounted items, while UK online sales hit £26 billion during this period in 2024- a 5.9% increase from the previous year.
However, ‘customer service’ data for these sectors in the past 12, six and three months pinpointed a visible decline leading into the golden quarter. This suggests rising customer frustration, likely due to delivery delays, refund complications, and overburdened customer helplines created less than efficient support communication channels. Addressing these customer service challenges will be key to turning seasonal shoppers into loyal, repeat customers.
Customer standards research
| Industry | Average wait time to speak to a human via phone call | Average number of communication channels |
| Financial Services | 0:02:31 | 2.6 |
| Telecoms | 0:03:00 | 2.2 |
| Utilities | 0:03:04 | 3.2 |
| Insurance | 0:06:36 | 2.8 |
| Retail | 0:11:42 | 2.2 |
Slow response times can significantly impact customer service ratings, with 90% of customers expecting an “immediate” response – with almost two-thirds (60%) of these customers defining “immediate” as 10 minutes or less.
Our Customer Standards research has highlighted the importance of communication channels in customer service, analysing key factors, such as wait times to speak to a human representative and the number of communication channels offered, including web chat, SMS, and WhatsApp, across industries including financial services, retail, utilities, insurance, and telecoms.
Financial services emerged as the top-performing industry, with the shortest wait times to speak to a human representative and a higher-than-average number of communication channels. Customers in this sector wait just 2 minutes and 31 seconds on average to speak with a human – well below the overall average of 5 minutes and 6 seconds.
By contrast, the retail industry ranked the lowest, with customers experiencing significantly longer wait times, averaging 11 minutes and 42 seconds, and a limited number of communication channels. Retail also trails in phone support availability, with only 60% of providers offering a phone line for direct customer service, compared to almost universal phone support in the other industries sampled.
The data shows a clear correlation between the number of accessible communication channels and overall customer experience, with industries with more accessible options, like utility providers, seeing shorter wait times and higher scores for customer satisfaction.
Tools like AI and chatbots can further help reduce staff burdens and wait times by offering 24/7 assistance and handling simple queries, with 92% of businesses planning to invest in AI tools from last year. However, as 75% of consumers prefer speaking to a live customer service agent, it is vital that a variety of communication options are in place.
How can businesses improve customer service and what can they gain from it?
As consumer demand increases, businesses need to prioritise fast, flexible and multi-channel communication. Customers expect quick responses, a positive attitude, efficiency and 24/7 support availability; factors that will directly influence satisfaction and loyalty.
By investing in the right customer service solutions, businesses can enhance their service and strengthen ties with customers.
- Offer multi-channel support
Consumers want to engage with a brand on their own terms, using the platforms they prefer. By offering multiple communication channels, including email, phone, chatbots and WhatsApp for Business, companies ensure queries are addressed quickly and efficiently.
WhatsApp is a particularly effective tool in a multichannel strategy, as over three-quarters of UK adults already use it. The familiarity with the app makes it a convenient option for customers to receive swift real-time communication to resolve issues, improving engagement and brand trust.
- Provide instant, 24/7 support with automation
Whilst many customers still prefer human interaction, AI-powered chatbots and automated messaging provide an effective solution to reduce wait times and alleviate pressure on staff. With WhatsApp now the most popular messaging app in the world, businesses can leverage the platform to build customer relationships, using automated support to deliver personalised messaging that reaches customers where they are.
Integrated automated responses, such as chatbots and live agent support, can also help businesses instantly acknowledge inquiries – offering self-service options such as FAQs, order tracking and troubleshooting.
This can reduce the volume of simpler inquiries, which means more complex issues are seamlessly transferred to a human agent for real-time assistance to be dealt with efficiently and effectively, reducing customer frustration and enhancing overall experiences.
- Enhance transparency
Clear communication is a significant driver of customer satisfaction. By proactively updating customers with timely notifications on order statuses, delivery timelines, and potential issues – such as SMS or WhatsApp alerts— businesses can ensure customers feel informed and in control, reducing frustration and improving trust.
Happy customers, who trust and feel connected to a brand, are also far more likely to return, recommend the business, and leave positive reviews.
Methodology
Esendex collected and analysed over 500 companies across 15 industries in the United Kingdom (UK), using Trustpilot data to calculate a weighted index score out of 100. The team examined overall Trustpilot scores, and 12-month reviews, and calculated scores specifically related to ‘customer service’, ‘satisfaction’ and ‘experience’.
To analyse the wait times for different industries, Esendex selected the top five companies within five different industries, including Telecom, Retail, Financial Services, Insurance, and Utilities. The customer service home pages of these companies were used to identify the available communication channels. Each contact method was then utilised to measure and analyse the time taken to connect with a human agent, allowing for the calculation of an average wait time for each industry.
Mary Henry
Mary has extensive experience in communication, PR and journalism - most recently across SaaS businesses. A keen researcher and storyteller, Mary is highly skilled in making complex concepts accessible, and in putting customers at the heart of her communication. She has supported all kinds of businesses to tell their brand, product and people stories - from global multinationals to start-ups across retail, travel/leisure, banking/finance, government and educational institutions.
