Mobile Phones revisited

Word of Mouth (WOM) Analysis

Customers’ perception of mobile phones

(February 24, 2011)

Source Data:

  • Social Media – customer generated content found on Amazon, Best Buy, Cnet and other popular consumer sites.

Total of 115 mobile phones from 9 major manufacturers were analyzed for this report.  18,194 customer reviews were located, processed and analyzed to measure difference between customer expectations and their experiences. The measurements are represented by a 2 point scale from 0 (unacceptable) to 2 (delighted), where 1 indicates that customers experienced exactly what they have expected.

As customers continue to buy these products and publish their reviews online, these findings, and conclusions drawn from them, may change over time. Judging by these products’ WoM history, no severe fluctuations in perception are likely within a monthly period.


  • Only customer’s generated content is analyzed. Consumers’ opinions, without ownership reference, are not part of this analysis. The customer generated content was located, authenticated, de-duped and aggregated for the analysis.
  • The content of the customer reviews is processed by Opinion Miner© software to measure the Customer Satisfaction Index and its components (Functionality, Reliability, Support scores) of the discussed products.
  • The findings are organized to facilitate discovery of the products that have negative impact on a Brand Equity, compare Customer Perception of the Brands and specific products that roll up to these Brands.
  • Discovery of specific product attributes and customer insights that help to understand why customers selected to purchase this product or passed it up for a competitor are not part of this analysis, but can be performed using Customer Intelligence dashboard.
  • Access to verbatim of the analyzed customer reviews can be obtained by following this link and entering the name of the phone associated with these reviews.


RIM has the highest average Brand reputation score (1.16) which means that Blackberry phones exceed average customer’ expectations by 16.1%, while Nokia and Motorola brands where most disappointing to their customers.

Apple and HTC brands are the only two other brands that on average exceeded their Customer expectations, yet further analysis shows that Samsung Galaxy S phones are among the most reputable products of this segment.

In order to understand the impact of specific products on Brand Equity we have applied additional filters:

1.     All metrics have to be above 1(instead of just CSI) and

2.     Only phones that are currently being sold are being considered.

The results are showing five phones, currently sold, that have the highest average Customer Satisfaction scores.

It is not surprising to find two Blackberry phones in the group, as the RIM is the top Brand when it comes to average customer satisfaction. However the fact that Sony and Samsung phones are among the top 5, yet the Brands have overall low standings, is telling that the “dogs” of these manufacturers are dragging down their Brand Equity.

This begs the question – which Sony and Samsung phones are these “dogs”, that destroy their Brand Equity?

To answer this question we need to apply a different filter that would expose the 5 lowest CSI scored phones from these Brands.

Functionally, only Samsung Glide was really an unsuccessful phone as indicated on the chart below.

A closer look at the Reliability reputation of these phones reveals the reason for customer disappointment.

All of this analysis was performed by using Market Intelligence Dashboard

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