Business Irish

Friday 20 October 2017

Revealed: The brands Irish customers rate...and the ones they don't

Ellie Donnelly

Ellie Donnelly

Ryanair and Mytaxi have both fallen out of the top 100 brands in the annual Irish Customer Experience report from CX Company, the digital solutions provider.

The results, based on a survey of over 2,500 customers, come after a turbulent few weeks for the two companies.

Ryanair last week announced that it was axing 34 routes across Europe this winter in a move that will hit almost 400,000 more passengers, as it struggles to contain a roster debacle.

The number of affected passengers is on top of the 315,000 that have already been hit by flight cancellations by the airline, which slipped from 77 to 115 in the list of top brands.

Meanwhile Mytaxi (formerly Hailo), tumbled 94 places to 137th. It recently came under fire after it confirmed that customers of its booking app are set to be charged an extra €2 for each booking. The team behind the app said this previously came out of drivers' incomes.

Elsewhere in the travel sector, the report found that intermittent industrial action on trains and buses has undermined trust in brands such as Irish Rail, Bus Éireann and Dublin Bus.

While dissatisfaction with airport delays saw the Dublin Airport Authority fall 55 places to 109, Aer Lingus has, however, maintained its top 30 position, coming in at 26.

At the top end of the ranking, credit unions have emerged as the winners for the third year running, with Lush Cosmetics and An Post completing the top three positions.

A spokesperson for the Irish League of Credit Unions, which represents over 270 credit unions here, described the result as a "hugely positive endorsement" by the public.

"Credit unions are different from other financial institutions, not just because we are not-for-profit, but because decisions are made at a local level and tailored to the individual needs of members," a spokesperson said.

Describing customer experience as something that cannot be switched on and off "like a special offer", CX Company chairman Michael Killeen said that the top three brands in the survey were also Ireland's most trusted brands.

"In that context, reports that An Post plans to close hundreds of branches will be of great concern to consumers," Mr Killeen said.

Retail, with 52 companies in the top 100 and four in the top five, was the top-performing sector this year, with electrical goods chain Powercity recording the biggest jump in ranking, moving up over 50 places to number 50 in the table.

One of the main drivers of retail's success and the success of brands in the entertainment sector, was the rise of digital brands such as Amazon, Netflix, and Google, according to the report.

One exception in the rise of digital and entertainment brands in the Irish Customer Experience report was Facebook, which fell 15 places to 124.

Mr Killeen said he believes the Irish consumer has recognised a positive digital impact in their lives.

"What makes the digital brands stand out is their ability to humanise the experience they give customers through the use of data, demonstrating that they understand their needs and expectations," he said.

In the supermarket sector, all of the main players dropped positions, with the exception of SuperValu. When it comes to customer experience, Ireland continues to lag behind the UK and the US, although there have been small improvements year-on-year.

Irish Independent

Also in Business