The Kaizo Advocacy Index, which biannually tracks online reputation, was published this week. O2's online 'sentiment score' was -20 per cent over the past six months, making it the worst performing brand in the mobile sector.
Kaizo MD Rhodri Harries said O2's poor reputation stemmed largely from negative comments on Twitter: 'There has been a huge rise in the number of people posting about bad service and signals. They clearly need to get their house in order and proactively go back and deal with customer service issues.'
Harries also pointed out the mobile sector draws particular customer ire online: 'It is irritating if you lose signal. We expect the best service possible.'
The same, he said, was true of the airline category, where Ryanair scored -62 per cent. 'They are the perennial bad boys of the study,' said Harries.
The study's biggest success story was Del Monte, which topped the index with a score of +45 per cent. The study examines links on Google and posts on Twitter and Facebook before assigning a sentiment score to 20 brands.