USAA Provides Best Customer Experience in Credit Card Industry

This post examines the 10 credit card issuers included in the 2012 Temkin Experience Ratings.

USAA is the top rated credit card issuer and the only firm in the industry to receive “good” rating. The next four credit card issuers in the ratings earned “okay” ratings while the bottom five firms —Citigroup, Capital One, HSBC, Bank of America, and Wells Fargo—earned “poor” ratings.

The average ratings for the credit card industry placed it 11th out of 18 industries in the study. Temkin Group also analyzed the changes between 2011 and 2012 and found that the credit card industry has seen little change in its customer experience ratings over the previous year.

US Bank earned the largest increase over last year’s ratings, while four other credit card issuers also improved. Heading in the other direction, Capital One and Citigroup earned the sharpest decreases between 2011 and 2012.

Do you want to see the data? Go to the Temkin Ratings website where you can sort through all of the results for free. You can even purchase the underlying data if you want to get more access.

The bottom line: USAA stands out, but US Bank has made strong gains

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I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (, a non-profit organization dedicated to the success of CX professionals.

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