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United Parcel Service is No. 1 in customer service according to a 2003 national opinion poll conducted and recently released by Harris Interactive and the Reputation Institute.

The companies surveyed people nationwide, asking them to rank the 60 most visible U.S. companies in six categories. UPS was rated first for "excellent customer service" and "sincerity in corporate communications." The shipper also was ranked in the top five for "emotional appeal," "social responsibility," "workplace environment" and "high ethical standards."

Overall, UPS was rated No. 2 for "corporate reputation" compared with a No. 15 and No. 4 ranking in 2001 and 2002, respectively.