Technology Retail in the UK

Sector average score

Knowledge & Expertise

Style of Communication

Speed of Resolving Problems

Valuing the Customer

Looking at the last wave's results (Q4 2024), who would have guessed that first place in the Technology Retail in the UK table in Q1 2025 would go to Samsung.

Last wave saw the end of Argos’ outright supremacy as it wound up sharing the top spot with Apple and Amazon. Samsung and John Lewis were tied just behind.

Few would have predicted that Samsung would add +5 to its Overall Effort Score, scoring 64. Argos meanwhile has continued to tumble down the table – now at seventh.

Dell is also a standout performer in this wave’s results, adding +6 to its Overall Effort score to overtake Curry’s and Argos to take fifth.

Executive summary

How to use this Index

Executive summary

How can Technology Retail brands differentiate in ‘Style of Communication’? Seven points make up the different between first and last in this table, with the top three performers all at the same score – 65.
We say

When it comes to ’Style of Communication’, politeness and the range of languages available to non-English speakers are the main contributors where brands can stand out. CX leaders within their businesses should ask themselves whether they’re doing all they can across human and automated agents to stand out.

How to use the Customer Effort Index

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.