2025 Customer Experience Index
This study reveals which brands truly deliver—and what gives them the edge.
The Harris Poll UK has launched its 2025 Customer Experience Index which includes 100 of the most visible companies in the UK — spanning bricks-and-mortar, online-only and hybrid businesses.
4 key trends that stand out in 2025
Supportive CX interactions are key
Customers seek a quality, service interaction when they are most in need.
Know and turbocharge your CX sweet spot
Know where you have a competitive advantage so you can lead and differentiate through CX.
CX must deliver value and leave one feeling valued
Leave customers feeling that you care and value them. Go beyond transactional interactions.
Pure-players teach established sectors a CX lesson
New sector entrants show that you don’t always need a physical branch, but connection and adaptability matter.
The top performing companies for each of our 6 CX fundamentals
Category |
1st Place |
What Drives Performance? |
|---|---|---|
Fairness & Clarity |
giffgaff | The strongest performance is for products and services that offer value for money through a unique online offer that allows customers to access refurbished phones but also rewards customers with free data. |
Valued & Understood |
P&O Cruises | Customers of P&O don’t just feel valued but rewarded and understood because they can benefit from a mobile app that both enables them to curate their ideal holiday but also gives access to savings both for excursions and on-board. |
Connected & Adaptable |
giffgaff | An active customer community, driven by openness, shares useful information on how to get the best out of flexible products and services, as well as seeking feedback on how best to adapt their services for customers. |
Continuous Improvement |
LUSH | LUSH is winning in-store experiences through combining innovative and constantly updated products with knowledgeable and engaged staff who demo and inform customers. This creates truly immersive experiences. |
Supportive Service |
BUPA | A winning performance from BUPA, with standout features being the ease of accessing customer support and the willingness of staff to help, leaving customers feeling supported with clear, high-quality communication. |
Frictionless Control |
AO | AO customers feel in control through multiple contact options and an online account offering near real-time tracking, even allowing on-the-day contact with the delivery driver if needed. |
Key take-out: What stands out from this analysis is that there is no single company who is the best at everything. Instead, there a number of high performing companies who each excel in their own way. This analysis helps us summarise the essence of each fundamental through a company that is delivering on it through their CX.
The Harris Poll UK top 100 CX Index Rankings
| 1 | AO | 83.3 |
| 2 | P&O Cruises | 83.0 |
| 3 | Jet2 | 82.9 |
| 4 | BUPA | 82.9 |
| 5 | John Lewis | 82.8 |
| 6 | IKEA | 82.8 |
| 7 | American Express | 82.6 |
| 8 | giffgaff | 82.6 |
| 9 | Starling Bank | 82.6 |
| 10 | Ocado | 82.4 |
| 11 | British Airways | 82.4 |
| 12 | LUSH | 82.3 |
| 13 | Waterstones | 82.3 |
| 14 | Specsavers | 82.3 |
| 15 | Pharmacy2U | 82.0 |
| 16 | Monzo | 81.9 |
| 17 | Chase | 81.8 |
| 18 | Pets at Home | 81.7 |
| 19 | Simplyhealth | 81.6 |
| 20 | Clarks | 81.6 |
| 21 | Butlins | 81.6 |
| 22 | TUI | 81.6 |
| 23 | Hello Fresh | 81.3 |
| 24 | Center Parcs | 81.3 |
| 25 | Booking.com | 81.2 |
| 26 | ASOS | 81.2 |
| 27 | Screwfix | 81.1 |
| 28 | Expedia | 81.1 |
| 29 | Nationwide | 81.1 |
| 30 | Waitrose | 81.1 |
| 31 | Travelodge | 81.0 |
| 32 | Wayfair | 81.0 |
| 33 | M&S | 80.9 |
| 34 | Etsy | 80.9 |
| 35 | Vision Express | 80.9 |
| 36 | Pizza Express | 80.8 |
| 37 | First Direct | 80.6 |
| 38 | Premier Inn | 80.5 |
| 39 | Dunelm | 80.3 |
| 40 | Paypal | 80.2 |
| 41 | Greggs | 80.2 |
| 42 | Sainsbury's | 80.0 |
| 43 | Halfords | 79.9 |
| 44 | Amazon | 79.9 |
| 45 | Tesco | 79.8 |
| 46 | Klarna | 79.7 |
| 47 | Gousto | 79.7 |
| 48 | Octopus energy | 79.6 |
| 49 | Clearpay | 79.5 |
| 50 | Timpsons | 79.5 |
| 51 | Argos | 79.5 |
| 52 | Currys | 79.3 |
| 53 | Boots | 79.2 |
| 54 | Netflix | 79.0 |
| 55 | Nando's | 78.9 |
| 56 | Bet 365 | 78.9 |
| 57 | DFS | 78.9 |
| 58 | HSBC | 78.9 |
| 59 | B&Q | 78.7 |
| 60 | Lloyds Bank | 78.7 |
| 61 | Airbnb | 78.3 |
| 62 | Temu | 78.2 |
| 63 | Lidl | 78.0 |
| 64 | New Look | 77.9 |
| 65 | Vinted | 77.9 |
| 66 | Prudential | 77.5 |
| 67 | Next | 77.4 |
| 68 | Asda | 77.1 |
| 69 | Costa Coffee | 77.1 |
| 70 | Aldi | 77.0 |
| 71 | Vodafone | 77.0 |
| 72 | National Express | 77.0 |
| 73 | Iceland | 77.0 |
| 74 | Shein | 76.9 |
| 75 | LloydsPharmacy | 76.8 |
| 76 | Starbucks | 76.7 |
| 77 | Just Eat | 76.7 |
| 78 | Barclays | 76.7 |
| 79 | Morrisons | 76.6 |
| 80 | Halifax | 76.4 |
| 81 | Discovery+ | 76.3 |
| 82 | Sky | 76.3 |
| 83 | Deliveroo | 76.1 |
| 84 | B&M | 75.9 |
| 85 | Primark | 75.9 |
| 86 | Ebay | 75.8 |
| 87 | Uber | 75.7 |
| 88 | Aviva | 75.2 |
| 89 | Sports Direct | 75.0 |
| 90 | McDonalds | 74.8 |
| 91 | Cooperative | 74.2 |
| 92 | DPD | 74.0 |
| 93 | BT | 73.8 |
| 94 | TalkTalk | 73.4 |
| 95 | EON | 72.7 |
| 96 | British Gas | 71.1 |
| 97 | VirginMedia | 70.9 |
| 98 | Ryanair | 69.6 |
| 99 | Royal Mail | 67.8 |
| 100 | Evri | 64.2 |
Let us talk you through the results
We’d love to speak to you personally about the findings in more detail. Book a call with our team to find out more.
Your Customers. Your Edge.
This proprietary index ranks the UK’s most 100 visible brands through the eyes of their customers. With 30,000+ reviews and 870,000 data points analysed, it shows which companies stand out for customer experience, and the six fundamentals that set them apart.
With the Customer Experience Index, you can:
Benchmark what “great” looks like across industries and categories.
Spot the drivers of loyalty and trust that separate leaders from laggards.
Prioritise investment where it will have the biggest impact on growth.
The Customer Experience Index is more than a ranking—it’s evidence that we know what great looks like, and why it matters. We use the same insight and frameworks behind the CX Index to help clients understand their customers, act on data and turn experience into competitive edge.
The Emotional Markers of CX Success
CX leaders go beyond functional efficiency to deliver emotional resonance.
Through robust research and advanced analytics, we have created a proprietary framework of six critical categories that consistently define superior customer experience. Being strong in just one is not enough — all six together explain the drivers of standout CX.
Using our Emotional Signature capability, we decoded how customers want to feel when engaging with companies. These insights humanise CX data, showing not just what to deliver, but how to deliver it.
Fairness and Clarity
Customers want to be treated fairly and feel they are receiving products and services that offer value relative to expectations
A company I trust
Treats the customer fairly
Services/products offer value for money
They set my expectations clearly
Valued and Understood
Customers don’t just want value but want to feel valued through interactions that demonstrate an interest in the customer
I am rewarded for my loyalty
They show an interest in me
Demonstrate they care
They do what they say they would
I feel valued as a customer
Connected & Adaptable
The ease of becoming a customer and the ability to flexibly adapt products and services to your individual needs in-life
Ease of being a customer
Ability to adapt services/products to my needs
They understand my individual needs as a customer
Ease of managing or amending services or products
Continuous Improvement
A sense that products and services are innovating and improving with staff trained and skilled to deliver improvements
Develops innovative/improved products/services
I am kept up to date with key information
Quality of products/services
Staff who are knowledgeable
Supportive Service
Accessible, reliable quality service, day in and day out, that leaves customers feeling you are willing and able to help when needed
Clarity of customer communication
Convenient opening hours for support/services
Consistent/reliable service each time I use it
Easy to access customer support
Quality of customer service
Staff who are willing to help
Frictionless Control
Empowering customers so they feel in control of how and when they use products and services in the way they want to interact
Speed of query/problem resolution
They make me feel in control
Choice of channels to use the service
Ease of using the service
Choice of products/services
Key take-out: You can develop service propositions that truly connect with customers, by wrapping emotional benefits around the functional CX process with Emotional Signature. This allows you to re-engage and empower your stakeholders by linking your CX metrics to real, preferred emotional outcomes that customers desire from their CX.
Strong performance in our CX study drives customer behaviour
Outstanding performers in our UK CX Index see a positive impact in a number of crucial areas. We’ve demonstrated that companies with an ‘Excellent’ CX Index score are over 30% more likely to drive positive behaviour beyond loyalty to becoming an advocate and even being more forgiving of the company if they encounter a problem.
Companies with Excellent CX vs Companies with Very Poor or Critical CX
Say something positive about the company
Give company the benefit of the doubt if faced with a problem
Recommend using the products/services of the company
How The Harris Poll UK Can Help
We combine research software and expert advisory services to help companies:
Track and grow reputation.
Test and refine CX propositions.
Identify emotional drivers of loyalty.
Unlock insights for growth and innovation.
We are your partner in building authentic connections that drive long-lasting success.