I’ll bet you think you can name them. BP starts the list, right, Toyota, AT&T, maybe even Microsoft. Certainly WalMart.
Wrong. According to the analysis by 24/7 Wall Street, here are the 15 most hated:
2. United Airlines
3. Level 3
9. Abercrombie & Fitch
11. Dish Network
14. Forever 21
This is a surprising list and you might wonder on what basis were they selected. Here is the explanation:
We evaluated each company based on five criteria. First, employee impressions, using research firm Glassdoor and other services, were reviewed. Second, we considered total return to shareholders from these companies over one-year, two-year and five-year periods, compared to the broad market and other companies within the same sector. Several firms on our list are not public. Third, customer satisfaction numbers and reputation figures were analyzed from a broad array of sources, including Consumer Reports, JD Power, the MSN/Zogby poll, Vanno, and the University of Michigan American Customer Satisfaction Index were examined. Fourth, brand valuation changes were also reviewed based on data from Corebrands, Interbrand, and Brand Z. Finally, the views of taxpayers, Congress and the Administration of these companies were considered where applicable.
For those in the crisis management field like me, you might think public or at least consumer attitudes would trump everything. But I think these guys have it right. This is a 360 degree view of the organization. What does it matter if customers love you but the shareholders don’t? And what if you are darling of Congress, but your employees think you stink? Taking all key stakeholders groups into consideration is something we PR folks need to do a lot more. Kudos to 24/7 Wall Street for this list. And good luck to each and everyone of you who find yourself on it.