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 monitoring comments on social media like Twitter and Facebook. 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. 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. If a Brand is consistently on the top of the ‘worst brand’ list in its industry or in the overall list, the corporation needs to take notice and pay attention to the ‘voices of its customers’.

It appears that a standard is starting to form in the world of Social Media. Twitter seems to be the social media vehicle of choice for handling complaints, and squeaky wheels while Facebook is for cheery news, fans, and brand boosters. See specific corporate examples: AT&T, McDonalds, Microsoft and Vodaphone.

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