Source: Reader’s Digest
QUALITY SERVICE AWARDS 2027
Research behind the 2027 Reader’s Digest Quality Service Awards reveals that New Zealanders’ highest praise goes to brands that make life easy, with AA Roadside Assistance taking out the highest overall quality service score in the country
Friendly people and a hassle-free experience are what win Kiwis over, according to independent research behind the 2027 Quality Service Awards, announced today. More than 1,400 New Zealanders rated 185 brands they had personally used, across 32 industries.
When consumers give a brand a higher score, the same things come up again and again: the experience was easy, quick and hassle-free, and the people were helpful and friendly.
“Kiwis are telling us that great service isn’t complicated,” said Cameron Gentle, Director of Catalyst Research, which conducted the study. “The brands that scored highest make things easy, have people who are genuinely helpful, and sort things out when they need to. That is what earns loyalty, and it’s what this year’s winners do consistently.”
What great service looks like, in Kiwis’ own words
How brands are scored: survey respondents rated only the brands they had personally used, evaluating them across five key measures — personalisation, understanding, simplicity, satisfaction and consistency.
While these custom-designed evaluation pillars are tailored directly by Catalyst Research for our independent consumer surveys, their foundation draws upon earlier service quality studies from Harvard University.
Consistency — the most common reason Kiwis give a top score. “Always” and “never had a problem” run through the comments more than any other phrase. An Auckland Mitre 10 customer put it in four words: “Consistent quality and reliable support.” A Wellington Mercury customer: “Great power company that always does what it says it will do.”
Simplicity — being easy to deal with. A Gisborne AA Insurance customer: “Very good service and easy to deal with on phone and online.” An Auckland AMI customer: “Excellent customer service. Long history. Easy claims process.”
Satisfaction — delivering what was promised. An Auckland Specsavers customer: “Love their services, customer service is always amazing. Additionally their products are great and they have a wide variety.” An Auckland Apex customer: “Good price, quality cars and awesome customer service.”
Understanding — mentioned least often, remembered most. A Canterbury State Insurance customer: “When the lady answered the phone and I explained that I had been in an accident, the first thing she asked me was ‘are you alright?’” A Hawke’s Bay Chem-Dry customer: “They cleaned a chair for me under difficult circumstances and were very kind.”
Personalisation — service shaped around the individual. A Hawke’s Bay State Insurance customer: “Wonderful service, tailoring my policy to suit my contents.” A Waikato Specsavers customer: “The optician tailored eye tests and frame suggestions fully to my eyesight and lifestyle needs.” An Auckland Bridgestone customer: “They are really helpful and provide me with personalised service.”
“The strongest brands are not necessarily those that never make a mistake. They are the ones that respond well, communicate clearly and make customers feel that their business matters,” said Sheron White, GM of Publishing at Reader’s Digest.
This year’s standout winners
AA Roadservice achieved the highest Quality Service Score of any brand in the 2027 research, 83 out of 100, taking Gold in Roadside Assistance for the eleventh consecutive year. The AA was recognised in seven categories in all: Gold for AA Insurance in both Car Insurance and Home & Contents Insurance for the third year running, Gold for AA Health, and Silver for AA Life, AA Pet Insurance and AA Travel Insurance.
Specsavers celebrated double Gold, winning both Optometrists — its eleventh consecutive year at the top of that category — and Hearing Services.
Resene Paints has now won 11 consecutive Golds in Paint & Decorating Stores. G.J. Gardner Homes won Gold in Home Design & Build Services for the third consecutive year.
New World took Gold again this year in Supermarkets, its ninth win in the awards and a mark of consistent service in one of the country’s largest and most competitive categories.
“What strikes me about this year’s winners is how many have been recognised year after year,” said Algy Pereira, CEO of Reader’s Digest. “Good service isn’t a campaign you run. It’s a standard you hold, through good years and hard ones, and Kiwis notice the brands that do.”
The full list of winners across all 32 categories is available at https://www.qualityserviceawards.co.nz/results. Winners will be celebrated at an awards event in Auckland on 22 October.
Notes to editors
- About the research: independent research firm Catalyst Research surveyed 1,417 New Zealanders aged 18+, using the Dynata research panel. In a first-stage survey, consumers named the brands they use, unprompted. Neither the organisers nor Catalyst choose which brands are included, and brands cannot pay to be nominated or to win.
- How brands are scored: respondents rated only brands they had personally used, on five measures: personalisation, understanding, simplicity, satisfaction and consistency. Each measure is scored 0–10 and combined into a Quality Service Score out of 100. Scores of 80 or more are rated Excellent, and 90 or more Sensational.
- Only customers can vote: at both stages, New Zealanders can only name and rate brands they have used themselves, so every score comes from real, first-hand experience. There are no expert panels, paid judges or algorithms, and no scraped online reviews.
- Research-led award integrity: the 2027 Quality Service Awards will recognise 70 Gold and Silver winners across 35 categories. Every winner is officially announced and published, with award results based solely on the research outcomes and not influenced by commercial participation.
- A fresh sample every year: the survey sample is refreshed annually, with previous participants excluded for three years, and categories are rotated so respondents are not fatigued.
About the Quality Service Awards
Now in their 13th year in New Zealand, the Quality Service Awards recognise the brands that deliver the best customer service, as rated by the New Zealanders who use them. The awards are commissioned by Reader’s Digest, with the research carried out independently by Catalyst Research.
More of this year’s winners
Additional winners are listed below for media wishing to cover a particular brand, category or region.
Mercury secured two Gold awards, for Electricity Providers and Internet Service Providers, alongside Silver for Gas Providers. Southern Cross received Gold for Life Insurance and Travel Insurance, as well as Silver for Health Insurance.
Several brands have now built remarkable records with New Zealand consumers. Harcourts has been recognised in Real Estate Agencies for 12 years. Bridgestone has taken Gold in Tyre Servicing Centres 11 times, Skinny has been recognised in Mobile Phone Service Providers for 10 years, BestStart in Early Childhood Centres and Princess Cruises in Cruise Operators for nine years each, Kings Plant Barn in Garden Centres for eight, and The Tile Depot has added a seventh Gold in Tiling Stores.
Summerset retained Gold in Retirement Villages and Flooring Xtra reclaimed the top position among Flooring Stores, while Chem-Dry won Gold for Home Maintenance. Other Gold winners included Milford (Specialist KiwiSaver Providers), NZ Seniors (Funeral Insurance), SPCA Pet Insurance (Pet Insurance) and Toyota Certified (Manufacturer Certified Car Sales).
Silver winners also delivered exceptional service, finishing as one of only two award-winning brands in their category. State Insurance took double Silver, in Car Insurance and Roadside Assistance, AMI was recognised in Home & Contents Insurance, Tony’s Tyre Service in Tyre Servicing Centres and Pulse Energy in Electricity Providers. Apex and Busy Bees were named for the first time, earning Silver in Car Rentals and Early Childhood Centres respectively.
With just one Gold and one Silver awarded in each category, both are a significant achievement. Together, the 2027 winners show the brands New Zealanders single out for outstanding service across a wide range of industries.
What New Zealanders told us in this year’s survey
“The audiologist was warm, friendly and very easy to talk to. We felt very comfortable and at ease.” — Canterbury, aged 70+, on their hearing service
“They anticipated my needs after the fire and it was less stressful knowing all the cleaning was being done.” — Southland, aged 50–59, on their home maintenance company
“They explain everything in lay people’s terms.” — Northland, aged 70+, on their electricity provider
“Whenever I’ve had to make a claim they’ve been relatively easy to deal with.” — Wellington, aged 40–49, on their home and contents insurer
“Lovely staff in the hospital ward.” — Auckland, aged 60–69, on their retirement village