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Customer Satisfaction and Brands - UK - May 2017

Published By :

Mintel

Published Date : May 2017

Category :

Advertising and Marketing

No. of Pages : N/A

Almost all brands can expect a higher proportion of recommendation than satisfaction, suggesting that a certain amount of users are liable to recommend a brand even if it is not thought to have provided a good or excellent experience. Brands that are particularly noted for value or convenience often benefit from this phenomenon, suggesting that these factors can, to an extent, make up for a less than positive review.

Table of Content

OVERVIEW
What you need to know
Products covered in this Report

EXECUTIVE SUMMARY
Customer satisfaction overview
Amazon still leads, many others remain high scorers
Figure 1: Top ranking of brands, by positive endorsement (Net of “Good” and “Excellent” reviews), January 2014-March 2016 (for 2016) and January 2015-March 2017 (for 2017)
Long-term services brands have bad reputation
Figure 2: Ranking of brands with the highest proportion of negative endorsements (Net of “poor” and “Unsatisfactory” reviews), January 2015-March 2017
Amazon and Yankee Candle maintain highest scores
Figure 3: Top ranking of brands, by likely recommendation, January 2014-March 2016 (for 2016) and January 2015-March 2017 (for 2017)
Influences on trust
Link between usage and satisfaction is not defined
Figure 4: Proportion of usage in the last year, by proportion of positive endorsements (Net of “Good” and “Excellent” reviews), January 2015-March 2017
Certain brands avoid losing custom despite lower satisfaction
Figure 5: Proportion of lapsed users (users who have not used in the last 12 months), by proportion of positive endorsement (Net of “Good” and “Excellent” reviews), January 2015-March 2017
Some link between exclusivity and satisfaction
Figure 6: Agreement with “Exclusive”, by proportion of positive endorsements (Net of “Good” and “Excellent” reviews), January 2015-March 2017
Cross-Category Review
Premium brands means fashion sector streaks ahead on satisfaction
Figure 7: Average proportion of excellent reviews and positive endorsements (Net of “Good” and “Excellent” reviews), by sector, January 2015-March 2017
Technology service providers experience discrepancy
Figure 8: Average proportion of poor and unsatisfactory reviews, by sector, January 2015-March 2017
Travel brands may benefit from lower expectations
Figure 9: Average proportion of likely recommendation, by sector, January 2015-March 2017
Most brands earn higher proportion of recommendation than satisfaction
Figure 10: Brands with the highest recommendation to satisfaction conversion ratio, January 2015-March 2017
What we think

CUSTOMER SATISFACTION OVERVIEW – WHAT YOU NEED TO KNOW
Amazon creates highest proportion of satisfaction
Long-term services brands have bad reputation
First Direct stands out from the crowd
Benefit makes a mark
Other factors influence recommendation
TripAdvisor represents impact of online travel aggregators

BRAND SATISFACTION – HIGH SCORERS
Amazon creates highest proportion of satisfaction
Figure 11: Ranking of brands with the highest proportion of positive endorsements (Net of “Good” and “Excellent” reviews), January 2015-March 2017
Fairy satisfaction underpins success
Premium, glamorous element to other brands

BRAND SATISFACTION – LOW SCORERS
Long-term services brands have bad reputation
Newspaper brands create negative reviews
Figure 12: Ranking of brands with the highest proportion of negative endorsements (Net of “poor” and “Unsatisfactory” reviews), January 2015-March 2017

BRAND SATISFACTION – ENTHUSIASTIC REVIEWS
Premium link further evident on excellent reviews
Figure 13: Ranking of brands with the highest proportion of excellent reviews, January 2015-March 2017
Operating systems successfully tying users in
First Direct stands out from the crowd
Figure 14: Ranking of brands with the highest proportion of excellent reviews to overall satisfaction, January 2015-March 2017
Figure 15: First Direct Facebook post, March 2017
Excellent reviews do not necessarily prevent lapse in usage
Brands least likely to enthuse
Figure 16: Ranking of brands with the lowest proportion of excellent reviews to overall satisfaction, January 2015-March 2017

BRAND SATISFACTION – A COMPARISON WITH 2016
Amazon still leads, many other remain high scorers
Figure 17: Top ranking of brands by positive endorsement (Net of “Good” and “Excellent” reviews), January 2014-March 2016 (for 2016) and January 2015-March 2017 (for 2017)
Benefit makes a mark
Fairy continues to improve its user experience
Rolex symbolises link between premium and satisfaction
Victoria’s Secret justifies anticipation
Dyson improves its ranking
Operating systems’ excellent reviews increase
Figure 18: Top ranking of brands, by proportion of excellent reviews, January 2014-March 2016 (for 2016) and January 2015-March 2017 (for 2017)

BRAND RECOMMENDATION
Other factors influence recommendation
Figure 19: Ranking of brands, by proportion of likely recommendation, January 2015-March 2017
A general link with satisfaction
Figure 20: Proportion of positive endorsement (Net of “Good” and “Excellent” reviews), by likely recommendation, January 2015-March 2017
Negative reviews = lack of recommendation
Figure 21: Ranking of brands, by proportion of consumers not likely to recommend, January 2015-March 2017

BRAND RECOMMENDATION – A COMPARISON WITH 2016
Amazon and Yankee Candle maintain highest scores
Figure 22: Top ranking of brands by likely recommendation, January 2014-March 2016 (for 2016) and January 2015-March 2017 (for 2017)
Virgin Holidays, Bosch and Victoria’s Secret are new entrants
TripAdvisor represents impact of online travel aggregators
Netflix’ focus on exclusive content increases recommendation
Olbas and Google drop out of top rankings

SECTOR REVIEW – WHAT YOU NEED TO KNOW
Alcoholic drinks more likely to create satisfaction despite lower loyalty
Premium brands help to create high satisfaction in fashion sector
Challenger financial services brands able to compete on satisfaction
Unhealthier treats create excellent reviews from eaters
Retailers with lower usage often create highest satisfaction
Streaming brands make a huge impact on technology service providers

AUTOMOTIVE
Mercedes-Benz encourages the highest satisfaction in automotive sector
Figure 23: Top ranking of brands, by positive endorsement (Net of “Good” and “Excellent” reviews) in the automotive sector, January 2015-March 2017
Recovery brands less likely to provide excellent experience
Figure 24: Top ranking of brands, by excellent reviews in the automotive sector, January 2015-March 2017
Volkswagen yet to return to pre-scandal level of recommendation
Figure 25: Top ranking of brands, by likely recommendation in the automotive sector, January 2015-March 2017
Recovery brands offer peace of mind
Figure 26: RAC Valentine’s Day post, February 2017

BEAUTY AND PERSONAL CARE
Benefit offers a particularly satisfactory experience in BPC sector
Still a place for function
Figure 27: Top ranking of brands, by positive endorsement (Net of “Good” and “Excellent” reviews) in the BPC sector, January 2015-March 2017
Youthful, quirky brands may be more divisive
Females potentially more likely to be enthused by BPC brands
Figure 28: Top ranking of brands, by excellent reviews in the BPC sector, January 2015-March 2017
Reputation for efficacy can help to prompt recommendation
Figure 29: Top ranking of brands, by likely recommendation in the BPC sector, January 2015-March 2017

DRINK
Alcoholic drinks more likely to create satisfaction
Rekorderlig and Kopparberg fit the profile of a “great cider”
Figure 30: Top ranking of brands, by positive endorsement (Net of “Good” and “Excellent” reviews) in the drinks sector, January 2015-March 2017
Premium brands can go above expectations
Figure 31: Top ranking of brands, by excellent reviews in the drinks sector, January 2015-March 2017
Fewer alcohol brands rank highly for recommendation
Figure 32: Top ranking of brands, by likely recommendation in the drinks sector, January 2015-March 2017

FASHION
Premium brands help to create high satisfaction in fashion sector
Figure 33: Top ranking of brands, by positive endorsement (Net of “Good” and “Excellent” reviews) in the fashion sector, January 2015-March 2017
Premium image also helps to enthuse users of fashion brands
Figure 34: Top ranking of brands, by excellent reviews in the fashion sector, January 2015-March 2017
Personal pride in premium brands creates recommendation
Figure 35: Top ranking of brands, by likely recommendation in the fashion sector, January 2015-March 2017

FINANCIAL SERVICES
Challenger financial services brands able to compete on experience
Figure 36: Top ranking of brands, by positive endorsement (Net of “Good” and “Excellent” reviews) in the financial services sector, January 2015-March 2017
First Direct scores particularly highly on excellent reviews
Newer brands have had less time with which to disappoint
Figure 37: Metro Bank Bank Holiday Twitter Post, April 2017
Figure 38: Top ranking of brands, by excellent reviews in the financial services sector, January 2015-March 2017
Recognisable brands more likely to benefit from recommendation
Figure 39: Top ranking of brands, by likely recommendation in the financial services sector, January 2015-March 2017

FOOD
Market-leading food brands most likely to satisfy
Figure 40: Top ranking of brands, by positive endorsement (Net of “Good” and “Excellent” reviews) in the food sector, January 2015-March 2017
Treats create excellent reviews from eaters
Figure 41: Top ranking of brands, by excellent reviews in the food sector, January 2015-March 2017
Tradition and accessibility also likely to influence recommendation
Figure 42: Top ranking of brands, by likely recommendation in the financial services sector, January 2015-March 2017

FOODSERVICE
Niche foodservice brands more likely to create positive experience
Figure 43: Top ranking of brands, by positive endorsement (Net of “Good” and “Excellent” reviews) in the foodservice sector, January 2015-March 2017
McCafé position suggests that big-name brands may suffer from fatigue
Figure 44: Top ranking of brands, by excellent reviews in the foodservice sector, January 2015-March 2017
Price and geographical accessibility may impact on recommendation
Figure 45: Top ranking of brands, by likely recommendation in the foodservice sector, January 2015-March 2017

HOUSEHOLD CARE
Market leaders in household sectors joined by Dyson and Yankee Candle
Figure 46: Top ranking of brands, by positive endorsement (Net of “Good” and “Excellent” reviews) in the household care sector, January 2015-March 2017
Brands with lifestyle aspect create excellent experience
Figure 47: Top ranking of brands, by excellent reviews in the household care sector, January 2015-March 2017
Added functionality may help to promote recommendation
Figure 48: Top ranking of brands, by likely recommendation in the household care sector, January 2015-March 2017

MEDIA
Media brands struggle to create a positive experience
Figure 49: Top ranking of brands, by positive endorsement (Net of “Good” and “Excellent” reviews) in the media sector, January 2015-March 2017
Only two titles score above average for excellent reviews
Figure 50: Top ranking of brands, by excellent reviews in the media sector, January 2015-March 2017
Limited sphere of interest may impact upon recommendation
Figure 51: Top ranking of brands, by likely recommendation in the media sector, January 2015-March 2017

RETAIL
Retailers with lower usage often create highest satisfaction
Figure 52: Top ranking of brands, by positive endorsement (Net of “Good” and “Excellent” reviews) in the retail sector, January 2015-March 2017
Amazon continues to go above and beyond
Figure 53: Top ranking of brands, by excellent reviews in the retail sector, January 2015-March 2017
Reliability and fun experience may contribute to high recommendation
Figure 54: Top ranking of brands, by likely recommendation in the retail sector, January 2015-March 2017

TECHNOLOGY PRODUCTS
Google tops ratings in technology product sector
Figure 55: Top ranking of brands, by positive endorsement (Net of “Good” and “Excellent” reviews) in the technology product sector, January 2015-March 2017
Apple creates most enthusiastic support
Figure 56: Top ranking of brands, by excellent reviews in the technology product sector, January 2015-March 2017
Samsung most likely to be recommended
Figure 57: Top ranking of brands, by likely recommendation in the technology product sector, January 2015-March 2017

TECHNOLOGY SERVICE PROVIDERS
Streaming brands make a huge impact on technology service providers
Figure 58: Top ranking of brands, by positive endorsement (Net of “Good” and “Excellent” reviews) in the technology service provider sector, January 2015-March 2017
Streaming brands cut through divisive nature of sector
Figure 59: Top ranking of brands, by excellent reviews in the technology service provider sector, January 2015-March 2017
Streaming brands likely to continue growth based on word of mouth
Figure 60: Top ranking of brands, by likely recommendation in the technology service provider sector, January 2015-March 2017

TRAVEL
Virgin brands most likely to satisfy in the travel sector
Figure 61: Top ranking of brands, by positive endorsement (Net of “Good” and “Excellent” reviews) in the travel sector, January 2015-March 2017
Travel aggregators offer an excellent experience
Figure 62: Top ranking of brands, by excellent reviews in the travel sector, January 2015-March 2017
Price and accessibility may influence likelihood of recommendation
Figure 63: Top ranking of brands, by likely recommendation in the travel sector, January 2015-March 2017

INFLUENCES ON TRUST – WHAT YOU NEED TO KNOW
Link between usage and satisfaction is not defined
Certain brands avoid losing custom despite lower satisfaction
Some link between exclusivity and satisfaction
Correlation between satisfaction and worth paying more for

THE LINK BETWEEN USAGE AND SATISFACTION
Link between usage and satisfaction is not defined
Figure 64: Proportion of usage in the last year, by proportion of positive endorsements (Net of “Good” and “Excellent” reviews), January 2015-March 2017
People use brands for differing reasons, not just experience
Figure 65: Proportion of users who describe their usage as “All the time”, by proportion of positive endorsement (Net of “Good” or “Excellent” reviews), January 2015-March 2017
Figure 66: Proportion of overall usage, by proportion of likely recommendation, January 2015-March 2017

THE LINK BETWEEN LAPSED USERS AND SATISFACTION
Certain brands avoid losing custom despite lower satisfaction
Brands benefit from having one eye on the future
Figure 67: Proportion of lapsed users (users who have not used in the last 12 months), by proportion of positive endorsement (Net of “Good” and “Excellent” reviews), January 2015-March 2017
Bad experience does not mean customers always switch
Figure 68: Proportion of lapsed users (users who have not used in the last 12 months), by proportion of negative endorsement (Net of “Poor” and “Unsatisfactory” reviews), January 2015-March 2017

THE LINK BETWEEN EXCLUSIVITY AND SATISFACTION
Some link between exclusivity and satisfaction
Figure 69: Agreement with “Exclusive”, by proportion of positive endorsements (Net of “Good” and “Excellent” reviews), January 2015-March 2017

THE LINK BETWEEN WORTH PAYING MORE FOR AND SATISFACTION
Stronger correlation between satisfaction and worth paying more for
Some discrepancy between experience and reputation
Figure 70: Agreement with “A brand that is worth paying more for”, by proportion of positive endorsement (Net of “Good” and “Excellent” reviews), January 2015-March 2017

CROSS-CATEGORY REVIEW – WHAT YOU NEED TO KNOW
Premium brands means fashion sector streaks ahead on satisfaction
Most brands earn higher proportion of recommendation than satisfaction
Not a recent decline in satisfaction for print media
Mobile key to building satisfaction amongst bundled comms brands

SECTOR REVIEW
Premium brands means fashion sector streaks ahead on satisfaction
Figure 71: Average proportion of excellent reviews and positive endorsements (Net of “Good” and “Excellent” reviews), by sector, January 2015-March 2017
Media sector struggles
Figure 72: Average excellent review to overall satisfaction ratio, by sector, January 2015-March 2017
Technology service providers experience discrepancy
Figure 73: Average proportion of poor and unsatisfactory reviews, by sector, January 2015-March 2017
Travel brands may benefit from lower expectations
Figure 74: Average proportion of likely recommendation, by sector, January 2015-March 2017

SATISFACTION TO RECOMMENDATION CONVERSION RATIOS
Most brands earn higher proportion of recommendation than satisfaction
Figure 75: Brands with the highest satisfaction to recommendation conversion ratio, January 2015-March 2017
Convenience can outweigh the need to go above and beyond
Figure 76: Spar Twitter Post, April 2017
Lower prices lessen expectations
Recommending to a receptive audience
Figure 77: Ranking of brands with the lowest recommendation to satisfaction conversion ratio, January 2015-March 2017
Challenger brands struggle to promote the trust required
Expense can cost recommendation
Retail and foodservice brands most likely to benefit
Figure 78: Average recommendation to satisfaction conversion ratio, by sector, January 2015-March 2017
Fewer consumers willing to compromise on fashion recommendation

SATISFACTION AND PRINT MEDIA
Not a recent decline in satisfaction
Figure 79: Positive endorsement for national newspapers, December 2011-February 2017
Referendum may have increased satisfaction among newspaper brands
National newspapers are divisive
Figure 80: National newspaper brands, by proportion of negative endorsements (Net of “Poor” and “Unsatisfactory” reviews), February 2017
Similar pattern for magazines
Figure 81: Scores for positive satisfaction for selected magazine brands, March 2012-November 2016
Media titles not necessarily read by those seeking them out
Fake news provides an opportunity to turn the tide

SATISFACTION AND BUNDLED COMMUNICATIONS
Satisfaction fading among traditional providers
Figure 82: Satisfaction of bundled communications provider brands, November 2011-February 2017
Figure 83: Topic cloud around mentions of TalkTalk, April 2014-April 2017
Sky’s main attribute is sports offering
Figure 84: Topic cloud around mentions of Sky, April 2014-April 2017
Streaming brands putting pressure on
Figure 85: Positive endorsement (Net of “Good” and “Excellent” reviews) of video streaming brands and bundled communications providers, February 2017
Mobile could be a key part of future strategy
Figure 86: Satisfaction of mobile network provider brands, November 2011-February 2017

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations

APPENDIX – BRANDS COVERED

List of Table

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