Financial services brands rank top and bottom for loyalty

The latest annual UK Net Promoter Customer Loyalty Benchmark Reports surveyed 11,000 customers on factors such as ease of use, access to support, company reputation, treating customers fairly, and value for money.

It then ranked over 60 brands across ten sectors, including financial services, insurance, TV, mobile and internet service providers.

Phone and internet-based retail bank First Direct once again emerged as a clear leader, with a score of +73 – the same score it registered last year. This put it more than 30 points ahead of Nationwide, in second place. The top ten was dominated by financial services brands:

1. First Direct +73
2. Nationwide Building Society +43
3. Freeview +38 / Tesco Mobile +38 (tie)
4. Plusnet +37
5. LV +34 / Hargreaves Lansdown +34 (tie)
6. Santander credit cards +28 / Tesco Bank credit card +28 (tie)
7. Santander banking +27

At the other end of the spectrum, RBS registered a score of -19.

Full findings are available from Satmetrix.