In the 2011 Temkin Loyalty Ratings, we examined three elements of loyalty that includes the likelihood of consumers to recommend U.S. companies to their friends and relatives. I decided to take a closer look at the companies with the most, and the least, percentage of consumers that are likely to recommend them.
Here are some observations of the results across the 143 companies we examined:
- Amazon.com, Costco, and USAA are on top. No surprise; these companies do well in just about every measure of loyalty.
- Southwest Airlines and Vanguard stand out. Besides USAA, Southwest Airlines and Vanguard are the only companies that aren’t retailers or hotel chains on the top 20 list.
- Anthem, Blue Shield Of CA, and Charter Communications are on the bottom. Led by Anthem, Blue Shield Of California, and Charter Communications, 15 companies had less than 50% of consumers willing to recommend them.
We also looked at the level of consumer recommendations compared with industry averages. This analysis showed that:
- USAA and Regions outperform the most. Led by USAA (credit cards and insurers) and Regions (banks), seven firms have 10 percentage points more consumers willing to recommend them compared with their industry average. The others: Southwest (airlines), Amazon.com (retailers), TriCare (health plans), and USAA (banks).
- Gap and Radio Shack underperform the most. Led by Gap (retail) and Radio Shack (retailers), five companies fall at least 10 percentage points their industry average level of recommendations. The others: US Airways (airlines), Super 8 (hotels), and Anthem (health plans).
The bottom line: Recommendations are an asset that companies must cultivate.