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Customer Satisfaction and Brands - UK - May 2017

“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.”
– Richard Hopping, Brand and Household Analyst

This report covers the following areas:

  • Amazon still leads, many others remain high scorers
  • Long-term services brands have bad reputation
  • Amazon and Yankee Candle maintain highest scores
  • Link between usage and satisfaction is not defined
  • Certain brands avoid losing custom despite lower satisfaction
  • Some link between exclusivity and satisfaction
  • Premium brands means fashion sector streaks ahead on satisfaction
  • Technology service providers experience discrepancy
  • Travel brands may benefit from lower expectations
  • Most brands earn higher proportion of recommendation than satisfaction

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Table of contents

  1. 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

                                                                                                                    Customer Satisfaction and Brands - UK - May 2017

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