Macmillan Cancer Support has the highest customer satisfaction rating while charities as a whole score higher than other sectors, according to a new poll about customer satisfaction.
It is the first time that the Institute of Customer Service (ICS) has produced a report about customer satisfaction in the charity sector, Making it Count: customer statisfaction in the charity sector.
The ICS tracks the state of customer satisfaction 200 organisations across 13 sectors twice a year and its report is based on a survey of 1,500 people, all of whom had dealt with a charity in the past previous three months in September 2017. Respondents could select to rate one of the listed organisations, or choose to rate another organisation that was not listed.
Just over 60 per cent of people interacted with a charity in person, while 16 per cent engaged with the charity's webstie. The rest was by email, phone, social media or in writing.
The report has identified the top ten charities with Macmillan heading the list. It received a customer satisfaction score of 88.1 out of 100. It was closely followed RNLI (87.6) and Salvation Army (85.1). Full list below.
The charity sector had an overall score of 84.7 – higher than the average score for 13 sectors included in the wider index, which was 78.2.
Charities scored above average on measures like speed of resolving complaints, staff attitude, and being open and transparent.
Jo Causon, chief executive of The Institute of Customer Service, says: “UK charities generate over £45bn each year, but these vast sums are not easy to come by, particularly as there is growing pressure to demonstrate how donations reach the heart of a charity’s cause. The reality is that they are competing for customers' attention, goodwill and spend, meaning that customers demand, and should expect, higher levels of transparency and service before committing their cash.”
Charity rankings
- Macmillan – 88.1
- RNLI – 87.6
- Salvation Army – 85.1
- Cancer Research UK – 85.0
- British Red Cross – 83.8
- British Heart Foundation – 83.8
- Shelter – 81.8
- Oxfam – 80.2
- NSPCC – 79.4
- Save the Children – 78.6
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