It’s getting harder to distinguish the Customer Effort market leader in the UK. Argos, which has held the position since the CEI first started publishing data in Q4 2023 now shares the top position with Apple and Argos.
Shoutouts this wave go to Samsung, moving to fourth from sixth, while HP leaves the bottom position it had in Q3 to rank joint seventh with Dell.
Curry’s and Microsoft both lost one position, ranking at 6th and 9th respectively.
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Last updated: Oct 2024Next update: Jan 2025
Apple tops the Knowledge & Expertise scores, Amazon leads the field in Valuing the Customer, while Style of Communication and in Speed of Resolving Problems, the competition is too close to call.
We say
The market leaders are doing one or two elements of Customer Effort measurably better than their competition but no one is able to stand above this wave. Where there is competition, there is innovation so we should expect to see some very interesting developments from these top three companies in 2025.
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 sponsors the Customer Effort Index
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.
