Groubal, a recent American start up that champions consumers complaints has launched a new Groubal Customer Satisfaction Index. This index tracks the customer dissatisfaction of hundreds of brands through real time analysis of  social media messages from sites like Twitter and Facebook.

The index uses bespoke sentiment analysis code to analyze how people are feeling about over 250 big brands. Then they dynamically rank the worst ten brands – with data updating every hour. Viewers can see the worst ten highlighted graphically on the homepage, or  can click on an individual brand name or search for a specific brand to see how they’ve ranked over the past seven days. Based on my quick view, it appears the Brands are based in the US and Canada.

Here’s a sample report from the end of November 2010. High numbers are bad (this is an index of dissatisfaction) and low numbers are good.

The 10 worst brands at the time  of writing this article (about 5:00 PM Eastern on Nov 30, 2010) were:

1. Rogers

2. Comcast

3. Tylenol

4. T-Mobile

5. Time Warner

6. AT&T

7. Myspace

8. Bell

9. Dell

10. Santander

If you go to the customer dissatisfaction index page,  the chart dynamically rotates through each of the top 10 to highlight  it in comparison to the others on the chart.

On the same page they also show which brands are trending up and which are trending down.

In addition, to the top 10, Groubal also divides Brands by sector and if you click on the sector you can see the worst 10 brands in that sector. The  sectors  that have their own ‘worst 10’ index are:

1. Computers and Software

2. Financial

3. Food and Beverage

4. Home and Electronics

5. Media

6. Motor Vehicles

7. Non Durable Products

8. Power and Gas

9. Restaurants

10. Retail Brands

11. Service Providers – Mail

12. Telecoms and Cable

13. Travel

14. Web Based Services

There is a debate  in the customer satisfaction and marketing community about sentiment analysis and whether or not it can be trusted as valid data. People who tweet or write comments on blogs  or on Facebook may use slang, may be sarcastic, and  it is difficult to purely analyze the words being used without some factoring for the fact that people don’t always write exactly what they are thinking.

Nevertheless, if a Brand is consistently on the top of the ‘worst brand’ list in its sector or in the overall list, the corporation needs to take notice and pay attention to the ‘voices of its customers’.

Companies who are represented in the 251 brands currently being monitored, need to be aware of their positioning within their business segments. Groubal is another site to monitor for customer satisfaction trends.

What is your opinion on this index and approach?


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Adele Berenstein

Adele Berenstein is an Experienced Customer Satisfaction Executive, recently retired from a Large Global IT Organization after a long productive management career including Sales, Marketing, Services, teaching and education center management and most recently, 19 years in customer satisfaction management. She turned around divisions with customer satisfaction problems, implemented measurable improvements and management systems, and implemented programs to prevent problems from ever affecting customers.

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