Entertainment brands came out in front with a healthy lead. With people turning to any entertainment they could get their hands on during lockdowns, this makes sense. Specifically, we found that documentaries were very positively received.

Interestingly, hotels came second during what should have been a very tough year for them. While there may have been less people going on vacation last year, those that did were very positive about the experience. Within these conversations, consumers spoke highly of hotel breakfasts and staff.

At the other end, we have the airline sector. There were a lot of negative posts about refunds, which helped cause this industry to tumble to the bottom of the list.

We also took a deeper dive into the emotions expressed in conversations about brands in each sector.

This emotion-led analysis also gives us better insight into how customer experience differs between sectors.

The consumer packaged goods (CPG), food services, and alcohol industries saw high levels of disgust. Unsurprisingly, this was often related to the taste and smell of products. In our food services analysis we also found that food delivery companies got some of the flack around food preparation even when it may not have been their fault.

The pharma industry data also reflects people’s attitudes to the sector. Fearful mentions are relatively high for pharma, with concerns around Covid vaccines and their side effects being big drivers. This is hugely important to keep an eye on, as a lack of vaccine uptake can become a problem for society, not just for pharma companies.

We’ve got lots more insight and analysis in our full report, along with the top three brands that did best in customer experience in 2021. It has a ton of valuable lessons to be learned for all industries as we head into the uncharted waters of 2021.