Kia tops latest UK Customer Satisfaction Index report

Kia UK has ranked first place in the latest UK Customer Satisfaction Index (UKCSI), published by The Institute of Customer Service.

With 81.4 points out of 100, Kia was considerably higher than the automotive sector average of 78 points, further highlighting the brand’s dedication to providing excellent customer experiences. The average across all UK industry sectors was 75.8 points.

Kia scored the highest of any volume automotive brand in its Net Promoter Score (NPS) with 43.9 points. By comparison, the automotive sector scored an average of 28.4 points, while the UK all-sector average is 18 points. NPS is a key measurement of a brand’s customer loyalty and satisfaction, indicating for example how likely a customer is to recommend a brand to friends and family.

With scores higher than any other automotive brand across three of the five main metrics measured – experience; complaint handling; customer ethos; emotional connection; and ethics – Kia customers also experienced fewer problems than any other volume car brand, with only 7.2 per cent against an automotive sector average of 12.4 per cent.

The UK Customer Satisfaction Index (UKCSI) is published twice a year by The Institute of Customer Service providing an independent and objective benchmark of the state of customer satisfaction in the UK by industry sector.

Customers at the heart of Kia
Kia is dedicated to providing excellent customer service and continues to evolve its processes and training to ensure maximum customer satisfaction across all customer touch points with the business.

The Kia Accelerate training programme provides delegates of the online Kia Academy – which also opened a brand new state-of-the-art and hands-on training facility in Derby in January this year – with the knowledge and tools to be able to answer customer enquiries and is undertaken by all customer-facing dealer staff. Furthermore, 70 per cent of Kia’s sales and service customer-facing staff have completed advanced customer handling training.

Proven customer service excellence
Kia has a long history of customer service excellence throughout the customer journey, with high ratings on both Feefo and Reputation. Kia’s latest Feefo score (one of the world’s largest verified reviews platforms) is 4.8 and 4.7 out of 5 for product and service respectively, while the brand’s score on Reputation (measuring overall review sentiment across review sites, business accuracy and more) is 765; considerably higher than the 648 industry average.

Kia was awarded the Feefo Platinum Trusted Service Award for the first time in January 2023. In October 2022, Kia topped the top UK car brand list by Reputation.com in the 2022 Automotive Reputation Report.