America’s Best Customer Service 2020

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The 2020 America’s Best Customer Service rankings were identified from the results of an independent survey of more than 20,000 U.S. customers who have either made purchases, used services, or gathered information about products or services in the past three years.  Customers evaluated several brands: in total 115,115 evaluations have been collected. The awarded brands each received on average close to 100 evaluations from customers.

The survey was conducted on retailers and service providers from 160 categories, providing results for a broad-spectrum of customer experiences in traditional retail, online and service segments. For each category, the most relevant brands were included in the scope of the survey according to their reputation, turnover or market share.

In the brick and mortar categories, only retailers and service providers present in at least two census regions have been included in the list.

In the online categories, only retailers and service providers present mainly online have been included in the list.

For retailers and service providers with online presences and store networks, only the core business was taken into account. 

In total the survey took an average of 9-11 minutes to complete and the field period ran from July to August 2019.


Evaluation Criteria and Analysis:

The final assessment and rankings were based on the Net Promoter Score*(50% of the final score) and five evaluation criteria (also 50% of the final score):

1. Quality of communication: measures whether the contact (via e-mail, telephone or face to face) was friendly or polite.

2. Professional competence: measures the quality of information received and whether questions were answered correctly and in sufficient detail.

3. Range of services: measures whether one’s personal expectations and requirements were fulfilled.

4. Customer focus: measures whether a personal concern/requirement was addressed with a tailored/specific solution.

5. Accessibility: measures the availability of customer service in a shop or on a helpline.

The top 3 brands receiving the highest scores in each category were awarded as America’s Best Customer Service 2020.

 *Net Promoter, NPS et Net Promoter Score are registered trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.


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