brand_voice Incide

UK BRAND VOICE study

UK BrandVoice Study
This survey compares how the top 200 companies in the UK greet their customers and suppliers.

Telephone interviews were conducted amongst 191 company receptions in the UK. Each receptionist was asked to name two senior personnel within their organisation, their responses were then ranked on a basis of 1-10 against the following criteria:

Openness

Friendliness

Speed of answering

Knowledge of key personnel

Professionalism
Key Findings:
Over 15% of companies have a policy of not disclosing names of senior management to outside callers. 13% were found to be horribly slow in answering the phone call in the first place; taking more than 8 rings to answer.

Only 52% of companies were found to be friendly to callers and 64% were rated as sounding professional. 9% of companies were downright unfriendly.
The overall rankings of companies are as follows:

Top 5 Companies Rank
The Boots Company PLC  1
Barclays Bank  2
Bravo  3
Bank of Scotland  4
Marconi PLC  5
Bottom 5 Companies Rank
Pfizer  187
Powergen  188
Financial Service Authority  189
Woolworth PLC  190
Kodak  191