Of 10,000 consumers who were surveyed LV= received the highest customer satisfaction score of 83.0 out of 100, outstripping the average of 77.6.
LV= received especially high scores for the helpfulness of staff and ease of use on its website.
Richard Rowney, managing director of LV= Life and Pensions, said: “Our approach to customer satisfaction is simple - we believe that if we provide good quality products and great service, the rest will take care of itself.
“Naturally, we’re delighted with the results of the UKCSI survey as they confirm the high level of trust we have earned amongst customers and explain why we are now the UK’s most recommended insurer.”
Factoring in 200 organisations from across a wide range of sectors, LV= is ranked 14th for customer satisfaction.
Jo Causon, chief executive officer of the Institute of Customer Service, said: “I would like to congratulate LV= on its achievements in the 2014 UKCSI.
“In this ever changing environment, organisations must invest in customer insight and apply it with agility. In a sector like insurance this is even more important as the research also indicates that those who score higher for satisfaction are more trusted by their customers.
“This underlines the importance of customer service in building and sustaining trust and reputation; further demonstrating the importance of a long term focus on customer service to enable sustainable business performance.”