Financial Schools Reviews

asked Zogby International to conduct an online national survey in which 3,012 randomly chosen respondents rated customer service at 150 companies from 15 industries. The response choices were “excellent,” “good,” “fair,” “poor,” “I haven’t had an interaction with this company’s customer service” and “not sure.” The poll was conducted in late March.We chose the companies using several criteria, including those with the largest sales in such customer-facing industries as retail, hotels and restaurants. We reviewed the lists from 2007, 2008 and 2009 so that the survey would reflect how companies were doing over time. In addition, we went back to the comments we received from readers when conducting our previous surveys, to make sure we hadn’t overlooked companies that were notorious for bad service but not quite large enough to make this year’s initial list. Among the additions this year were Internet buzz companies Twitter and Facebook. We added 7-Eleven to our list of grocers and juggled our list of retailers to reflect the latest sales trends.

• The 2010 Customer Service Hall of Shame

• The bottom 10: Companies we love to hate

• The top 10: Companies that treat you right

Once Zogby reported its results to us, we eliminated the responses “not familiar” and “not sure” from our tallies to focus attention on the responses from customers who were familiar with companies and expressed opinions about them. From there, we ranked the companies based on the percentage of respondents who rated a company’s customer service as “poor.”

The final cut for our rankings eliminated companies that didn’t have at least 500 respondents meeting the aforementioned criteria. That level of response corresponds to what Zogby considers a sample size with a margin of error of plus or minus 1.8 percentage points. That left 112 ranked companies.

The 10 companies with the highest percentage of “poor” rankings became our Hall of Shame. Using the same methodology, those with the highest percentage of “excellent” rankings became our Hall of Fame.

To get a sense of what went into survey respondents’ answers, we also asked what aspect of a company’s customer service was most important to them. The clear winners: a friendly and knowledgeable staff. Those were the top answers for about 66% of respondents.

The full list: 150 companies

Click on any header to sort by that column:When thinking about a company’s customer service, which one of the following features is most important to you?

Source: Zogby International

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