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Technology Retail in the UK

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Amazon overall Effort Score
Black Star 1

62

VS

Black Star 2

60

last Quarter

Sector Effort Score benchmark
Black Star 3

60

VS

Black Star 4

57

last Quarter

Brand analysis

It’s not easy at the top in Customer Effort. Amazon’s lead at the top of the Technology Retail in the UK table in Q4 2024 lasted for just one wave. The brand is now third.

It’s a particularly cruel result considering Amazon’s Overall Effort Score increased by +2 wave on wave, following rises in three of the four pillars – ‘Style of Communication’, ‘Knowledge & Expertise’ and ‘Speed of Resolving Problems’.

‘Valuing the Customer’, which plateaued wave on wave, should be the area of focus. Our advice would be to look at the breadth of solutions they are presenting their customers during contacts.

The brand's decline down the Technology Retail in the UK table mirrors its drop seen in the equivalent US table where, for the first time ever, it is not top.

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Style of Communication
65

vs

63

last quarter

46% say the politeness of their customer service agents is 'excellent'

46% rate the ability to communicate with them in their chosen language (other than English) as ‘excellent’

 
Knowledge & Expertise
60

vs

58

last quarter

42% rate the expertise of the customer service agent as 'excellent'

40% say the way details were clearly explained to them was 'excellent'

43% rate how well the customer service agent understood their particular problem or question as 'excellent'

 
Undertanding & Valuing the Customer
65

vs

65

last quarter

42% rate this brand as 'excellent' for how they made them feel valued/important as a customer

44% say the way they understood their needs was 'excellent'

43% say the range of solutions or options that were suitable was "excellent"

 
Speed Solving the Problem
60

vs

59

last quarter

40% rate how they were not left ‘on-hold’ or in a call queuing system for a long time as 'excellent'

42% rate how they were able to speak to a customer service agent that can help them with their query as 'excellent'

51% say they made it ‘very easy’ to achieve what they set out to do

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