What separates Which’s best and worst brands?

Which has recently revealed its list of UK’s Best and worst brands for customer service in 2019. While the top-ranking brands were from a mix of industries – including a bank, retailers and a supermarket – four out of the bottom five places were filled by utilities providers.

Perhaps it’s about the nature of the enquiry. In all fairness, making a complaint about your bill, or trying to get your money back for a delayed flight, is usually more complex than returning a pair of trousers to your local M&S. Or is it the ability to interact with someone face to face when you visit your local bank or a supermarket?

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