The HR and recruiting sector has been ranked second best for customer service, following an analysis of Trustpilot review data to assess customer satisfaction across 15 industries.

The findings, published by business SMS provider Esendex, gave each sector a weighted index score out of 100, factoring in overall Trustpilot review scores and sentiment ratings for customer service terms. HR and recruiting achieved an index score of 89.7 and an average Trustpilot score of 4.6, placing it second overall.

Sentiment analysis of key terms showed that HR and recruiting scored highly in customer ‘service’ (4.6 out of 5), ‘satisfaction’ (4.4) and ‘experience’ (4.5). These results indicate strong consumer approval of customer service in the sector.

The industry’s focus on employee experience and personalised recruitment services is seen as a contributing factor to its strong performance. A deep understanding of client and candidate needs, combined with a customer-centric approach, has likely helped HR and recruiting maintain positive customer relationships and build long-term trust.

HR and Recruiting Outperforms Industry Averages

The HR and recruiting sector performed well above the overall industry average, which saw a Trustpilot score of 4.1 and an index score of 76.8. The findings come at a time when UK customer satisfaction has reached a nine-year low, according to the Institute of Customer Service. Research published in July 2024 estimated that poor customer service was costing UK businesses over £87.6 billion per year.

The report also noted the importance of customer service in business success. It found that 83 percent of customers consider good service the top factor in their purchasing decisions, while 88 percent stated that positive service experiences increase repeat purchases.

Richard Hanscott, CEO of Esendex, said, “Customer service is a critical part of business operations and reputation management, which is why it should never be relegated to the bottom of the priority list. As consumer demand and expectations expand year on year, businesses must implement fast, flexible and multi-channel communication solutions that will align with the needs of customers.”

Construction and manufacturing ranked just ahead of HR and recruiting, scoring 89.9 out of 100, though it performed slightly lower in customer ‘experience’ sentiment (4.3). The health and medical sector followed in third place with a score of 88.0, while education ranked fourth at 87.8.

Retail Ranks Lowest for Customer Service

Hanscott added, “The findings from our ‘Customer Service Report’ highlight how industries like HR and recruiting are setting the standard by prioritising efficiency, clear communication and building positive customer relationships. With an index score of 89.7, the sector demonstrates its investment in maintaining positive customer service in order to drive long-term business success.”

At the other end of the rankings, the retail sector performed the worst, scoring just 51.4 out of 100. The report suggests this reflects widespread consumer dissatisfaction, particularly as pressure on e-commerce providers has increased. Ofcom’s annual post-monitoring report recorded an 8.3 percent rise in UK parcel volumes from 2023 to 2024, adding strain to delivery services and customer complaint management.

Housing associations and the banking and money sector also ranked poorly for customer service, scoring 55.7 and 61.9, respectively.