USAA Delivers Top Insurance Experience

In The 2011 Temkin Experience Ratings, we examined the customer experience across 12 industries. For this post, we will take a closer look at the 14 insurers in the ratings.

Insurers, as a group, had an average rating of “Poor” and was the 7th ranked industry out of 12…

Let’s take closer look at the results for all of the individual insurers…

As you can see, USAA is the only insurer with a “Good” customer experience rating. The next two insurers, American Family and State Farm, are in the middle of the “Okay” range. At the other end of the spectrum, 21st Century is the only insurer to receive a “Very Poor” rating, but seven other firms received “Poor” ratings.

Let’s take a look at the three components of the Temkin Experience Ratings…

USAA is on top across the three components. Only one other insurer passes the “Good” mark in both the functional experience component (American Family) and the accessible component (The Hartford). It’s interesting to compare The Hartford with Liberty Mutual since they both ended up with the same overall rating. Liberty Mutual was stronger in the emotional component, but weaker in the accessible component.

The bottom line: Insurers have a lot of opportunity to improve

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I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

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