The 2011 Corporate Popularity Contest

The American Costumer Satisfaction Index scores pretty much every big consumer-oriented corporation (about 200 of them) on a scale of 1-100, based on how satisfied their customers are with them. They update a couple of different sectors of industry every month such that the whole picture is completely re-drawn once a year. The entire list is available on their website, both by industry and by company. And here are the highlights:

The top 5 industries:

  1. Consumer Electronics (TVs and stuff)
  2. Express Delivery – Consumer Shipping (UPS, FedEx)
  3. Soft Drinks
  4. Apparel
  5. Personal Care & Cleaning Products (soaps, lotions, etc)

The bottom 5 industries (starting with the very bottom):

  1. Newspapers
  2. Airlines
  3. Subscription TV Service (i.e., cable)
  4. Gasoline Stations
  5. Internet Social Media (i.e., Facebook)

Interesting to note is that in the past year cigarettes, hospitals, restaurants and cable news improved the most. Credit unions, internet portals & search engines and gas stations degraded the most.

The top 10 companies:

  1. Lincoln Mercury (a Ford brand)
  2. H.J. Heinz (the ketchup company)
  3. Buick (a GM brand)
  4. Unilever (they own Dove, Ben & Jerry’s, Slim Fast, Q-tips, Noxzema and about a hundred other brands)
  5. Amazon
  6. Netflix
  7. Hershey
  8. Quaker (owned by Pepsi; besides the Quaker Oats brands Quaker owns Gatorade, Life cereal, Aunt Jemima syrups, Rice-a-roni and Pasta-roni and a bunch of others)
  9. Mercedes-Benz
  10. Clorox (they own Brita, Burt’s Bees, Liquid Plumr, Pine-Sol, Tilex, a bunch of salad dressings, and other stuff)

Honorable mentions: BMW, Apple, Cadillac, UPS, FedEx, Lexus, Toyota, Pepsi, Coca-Cola, GM, Publix, Olive Garden and Red Lobster.

The bottom 10 companies (starting with the very bottom):

  1. Pepco Holdings (owns a bunch of utilities in the mid-Atlantic: Pepco, ACE, Delmarva Power, Connectiv)
  2. Delta Airlines
  3. Charter Communications (4th largest cable company)
  4. Time Warner Cable (2nd largest cable company)
  5. Comcast (largest cable company)
  6. United Airlines
  7. US Airways
  8. MySpace
  9. American Airlines
  10. Facebook

Dishonorable mentions: Cox Cable, United Health, Continental Airlines, JP Morgan Chase, Bank of America, DirecTV, Aetna, CitiGroup, and AT&T Mobility.

So if you want a good social network, you’re out of luck. But if you want a good airline, Southwest is heads and shoulders above the other major airlines; it’s ranking is the same neighborhood as the well-liked Outback Steakhouse, Nike and FedEx. As far as cable, Verizon FIOS is ranked first in that industry by a pretty good measure, but still in questionable company: McDonald’s, Sprint, T-Mobile. And finally, here’s the averaged national score over all industries since 1994:

From The American Customer Satisfaction Index

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