We recently published the third annual Temkin Experience Ratings. This year we ranked the customer experience delivered by 246 companies across 19 industries based on feedback from 10,000 U.S. consumers.Congratulations to the companies at the top of the ratings: Publix, Trader Joe's, Aldi, Chick-fil-A, Amazon.com, Sam's Club, H.E.B., Dunkin' Donuts, Save-a-Lot, Sonic Drive-In, Little Caeser's, and Ace Hardware. Not all companies fared so well. The eight lowest scoring organizations are: US Airways, Time Warner Cable, Days Inn, Empire BCBS, 21st Century, Medicaid, Highmark BCBS, and Charter Communications.
How do we measure customer experience? The overall Temkin Experience Ratings is an average of three underlying components that consumers evaluate:
- Functional (can customers do what they want to do)
- Accessible (how easy it is to work with the company)
- Emotional (how consumers feel about their interactions)
2013 Winners and Losers
Examining the companies at the top and bottom of the ratings is one way to look at the results. But there are many interesting storylines. Here are a winners and losers across a number of categories.
- Consumers' experience: This year's results shows that consumers are winners as the level of customer experience continues to improve. Companies with at least a "good" rating grew by nine-percentage points since 2012 and by 21-points since 2011. Of the 203 companies that are included in both the 2012 and 2013 Temkin Experience Ratings, 57 percent of firms had at least a modest increase.
- Industry performance: As you can see in the figure below, grocery chains. fast food chains, parcel delivery services, and retailers earn an average "good" rating. On the other hand, TV service providers, health plans, Internet service providers, and appliance makers are all "poor."
- Industries on the move: Industries that made the largest improvement between 2012 and 2013 are banks, investment firms, and health plans. Four industries went in the other way, with lower ratings in 2013: appliance makers, airlines, wireless carriers, and TV service providers.
- Comparison to industry peers: We compared companies to their industry averages and found six companies that outperformed their industries by 10 points or more: TriCare, USAA, credit unions, Kaiser Permanente, Advantage, and AOL. Nine companies fell 10 or more points below their industry average: Days Inn, RadioShack, 21st Century, US Airways, Motel 6, HSBC, Morgan Stanley Smith Barney, Apple Store, and HSBC.
- Companies on the move: Seven companies improved by 10 points or more from 2012: Citibank, TriCare, TD Ameritrade, Office Depot, EarthLink, Hardies, and Regions. Only two companies declined by 10 or more points, both rental car agencies: Alamo and Budget.
- Functional experience: Which companies get the job done? Publix, Trader Joe's, Costco, Amazon.com, Chick-fil-A, and Aldi earned the top functional ratings, while Dollar, US Airways, Budget, and EarthLink earned the lowest.
- Accessible experience: Which companies are easiest to work with? Ace Hardware, Arby's, Trader Joe's, Aldi, Save-a-Lot, and Publix earned the top accessible ratings, while Medicaid, Days Inn, US Airways, Empire BCBS, Alamo, Health Net, Time Warner Cable, and Highmark BCBS earned the lowest.
- Emotional experience. Which companies do customers most enjoy working with? Publix, Trader Joe's, Chick-fil-A, Aldi, Piggly Wiggly, Little Caeser's, Sonic Drive-In and H.E.B earned the top emotional ratings. Time Warner Cable, US Airways, Comcast, Charter Communications, and HSBC earned the lowest.