Airlines and mobile brands fare badly in Kaizo Advocacy Index

Major airlines and mobile brands have suffered from serious online reputation management issues over the past six months, research from Kaizo has revealed.

Kaizo MD: Rhodri Harries
Kaizo MD: Rhodri Harries

Despite having the best reputation of the airlines audited, Virgin Atlantic's reputation score slipped for a third consecutive Kaizo survey owing to online customer service issues. Ryanair had the lowest online reputation score of all airlines monitored, fuelled by negative online campaigns and press criticisms over hidden costs and additional charges.

Mobile operators also ranked low on the audit owing to perceived poor customer service, delayed handset updates and corporate changes.

Vodafone topped the mobile list with a score of 12%.

Kaizo MD Rhodri Harries said: 'Delays, poor service and lack of communication are incredibly annoying for consumers and these frustrations are inevitably played out online as customers communicate anywhere, be it an airport lounge over the other side of the world, or a mobile phone store in Hackney.'

The Advocacy Index is conducted by Kaizo biannually and audits brands online reputations through the analysis of digital news and social media outlets.

The study looked at four specific areas: mobile operators, airlines, supermarkets and cereals.

Supermarket Waitrose took a considerable lead over all other brands, with a ranking of 52%, with Morrisons and cereal brand Cheerios trailing on 44% and 41% respectively.
 
Harries added: 'There have been some great recent initiatives from the supermarkets, showing competitive spirit and demonstrating real value for money.

'Over the August bank holiday weekend, for example, Asda cut the cost of its petrol, which started a price war, while Sainsbury’s offered free delivery on all non-food orders.'

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