The Process

Once you have entered the awards, Kantar TNS, the UK’s biggest independent market research company, will get to work. Their teams will spread out across all sectors, uncovering the very best customer care out there through thousands of mystery shops.


Kantar TNS’s experienced researchers will be looking at how they are treated online, on the phone, email and social media depending which of those customer journeys are appropriate for that business.


Kantar TNS will group companies into categories and the business with the best overall score in that category will win a Customer Service of the Year award.

1) Social Media

Researchers will put customer service to the test on Social Media. Through enquiries on different social media channels relevant to each company researchers will be looking at the time it takes for companies to respond and the quality of their responses.

2) On the telephone

Each company will receive 50 calls from mystery shoppers who will ask customer service advisors a series of relevant, standardised questions. The companies will be scored based on the quality of their responses.

3) Online

Through 50 enquiries, both via email and through the website, each company will be scored in up to 11 areas. These include how long it takes the business to respond to queries, how easy it is to use the technology on the website, whether they use plain, grammatically correct language, and how well customer service teams respond to frequently asked questions.

4) The analysis

TNS evaluate the responses and generate scores. Whichever company has the highest score per category wins a Customer Service of the Year award. Note there is a minimum score all winners must reach.

  • “We are very honoured to win Customer Service of the Year twice in two years. ”
    Sally Scott, Managing Director,
    vente-privee UK
  • “Acer UK is delighted to have been awarded the Customer Service of the Year accolade for 2016”
    Andy Rivett, Senior Service Manager, UK & Commercial Northern EMEA,
  • “This award is fantastic recognition for the many people involved in delivering outstanding customer care at ”
    Matthew Taghioff, Customer Care Manager,
  • “There is no better rating than the one by our customers.That's why winning Customer Service of the Year is something we are very proud of.”
    Karine SLAVICEK, in charge of training for the head of customer service at ,
    Staples JPG


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