DORSET insurer LV= has joined the likes of Amazon and John Lewis as one of Britain’s leading companies for pleasing its customers.

The mutual was voted the top insurer for customer satisfaction and the seventh best UK business of any kind.

The accolade comes in the 2014 UK Institute of Customer Service Customer Satisfaction Index, which surveyed around 10,000 consumers from across the UK.

LV= was one of only two insurers in the top 50.

The research is based on an online survey which asks consumers to choose a company and rate it based on a range of factors.

Mike Rogers, chief executive of LV=, said: “Great customer service has never been more important and at LV= we focus on ensuring our customers receive an excellent level of care. Our commitment to great service is borne out in our high renewal rates of circa 80 per cent for our home and car insurance customers.

“A key differentiator of LV= is our unique people-based culture and we believe that if our employees are happy and engaged then they will deliver fantastic service to our customers, so we spend significant time investing in our people and developing their skills.

“In our most recent employee research our overall scores not only continue to track above both the UK High Performing and UK Insurance benchmarks, but we’ve increased that gap in the last 12 months.”

Jo Causon, CEO of the Institute of Customer Service, said: “This year’s results show evidence of the fast paced and challenging environment that organisations are facing.

“The UKCSI shows that there is huge potential for organisations to drive growth, brand loyalty and trust through improving customer service.

“Customers expect an ongoing dialogue and relationship with organisations, rather than to be treated just as part of a transaction, using a mix of new and existing channels to engage.”