Monzo and MoneySavingExpert top ranking of most recommended brands

YouGov’s 2020 recommend rankings reveal the brands with the highest percentage of their own customers recommending them to friends or colleagues. (MSE) and Monzo are the brands most recommended by their own customers, according to YouGov’s 2020 consumer advocacy ratings.

MSE has the top recommend score, with 91% of its users endorsing the brand to people they know. Monzo comes in a close second with a score of 90%.

Travel companies make up four of the top 10 brands most recommended by their own customers. Trailfinders, which celebrates its 50th anniversary this year, is third (88%); Universal Studios Orlando is close behind in fourth (87%); and Disney World Florida ranks sixth (86%). Celebrity Cruises takes the seventh spot (86%).

Purchases made through travel and holiday-related brands are usually higher in cost, meaning consumers often prefer to research thoroughly before committing large amounts of money. YouGov suggests a high recommend score for these brands could have a larger positive impact on a brand’s reputation and therefore its sales.

Brand Score (%) 91.1
Monzo 89.6
Trailfinders 87.6
Universal Studios Orlando 87.2
OnePlus 86.5
Disney World (Florida) 86.5
Celebrity Cruises 85.5
TransferWise 85.3
Spotify 84.4
Charlie Bigham’s 83.7

Technology companies are also well-represented. Alongside fintechs such as Monzo (90%) and TransferWise (85%), OnePlus – the Chinese smartphone company known for its curved-screen devices – comes in fifth with a score of 87%, while music streaming giant Spotify is in ninth place with a score of 84%.

Upmarket ready-meal provider Charlie Bigham’s (84%) rounds out the top 10 as the only representative from the food and drink sector.

“Across all sectors, a clear pattern appears in the type of brands which are ranking highly for customer advocacy,” says YouGov’s global director of product integration, Julian Tooke.

“Brands with alternative approaches to finance performed the best taking first and second place, followed by travel and entertainment brands and technology. With customer advocacy being a vital part of a successful business, these ten brands should perform well over the coming year.”

YouGov’s 2020 Recommend Rankings were created by calculating the percentage of customers of each brand who say that they would recommend that brand to a friend or colleague.

The ranking data was collected between 1 January and 31 December 2019. Brands had to have a minimum sample of 100 and to have been tracked for at least 12 months to be included in the ranking.



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