Brand analysis
Starling is a great case study for gradual, incremental and effective Customer Effort performance.
The brand has improved its Overall Effort Score for four straight quarters. In Q2 2024 it had a score of 60, it’s now on 67.
All four pillars increased wave on wave, with Valuing the Customer the main driver, up +2 on its Q1 2025 level, with 66% of its UK customers saying they were 'very satisfied' with the outcome of their communication or contact
Our results are supported by research on Statista that ranks Starling as the number one for customer satisfaction. Stay tuned to future Customer Effort Index waves to find out where the brand can go from here.