You can learn a lot when you listen to people complain. You learn even more when you track those opinions and measure them based on a series of very specific metrics. That’s part and parcel of the PR game. But you’re not here because you want to learn how to do my job, you’re reading this because you want to know if everyone hates the same company you do. Is your Most Vile Retailer the same one everyone else picked?

Well, here’s the rub, it’s not a unanimous choice. Sure, there are several worthy contenders: Walmart and McDonald’s are popular targets, but those two mega-brands are not at the top of the list. Give you a hint. It’s not a big box store at all. In fact, it’s a custom retail chain that it’s myriad customers absolutely adore. It’s just everyone else who hates them. You guessed it: Abercrombie & Fitch.

A&F scored the lowest American Customer Satisfaction Index score in the entire retail industry. This is after they’ve been working to repair the image their previous CEO drove into the ditch. How bad is it for A&F? Well, their index score is a full ten points below the average score for the industry.

Even the people who watch these things for a living are a bit stunned by the hate being directed at the Abercrombie brand. One researcher told the media they only typically see those scores with major big box brands who have a monopoly on the market. Walmart takes up anchor space in major retail developments. You have to walk past A&F and twenty more stores just to get to the food court in most malls.

Abercrombie says it’s trying to get better, introducing more customer-focused initiatives in the past year. CMO Fran Horowitz released a statement proclaiming that “our data from consumers tells us they are positive on our brand, on our new offerings and the work we have done to improve the shopping experience.”

Looks like maybe Fran got some bad data … or maybe that data is coming from customers, not a wide range of consumers. Bad data can lead to misplaced confidence. For example, Horowitz went on to say: “We are confident that we will continue to improve the customer experience over the coming year.”

“Confident” might not be the right word. Then again, when you’re ten points behind the bell curve, getting “better” may not be that hard. We’ll check back in a year and see how they’ve improved.