Good News: Customer Experience is Improving

The 2012 Temkin Experience Ratings report provides data on the change in ratings between 2011 and 2012, but I decided to provide a bit more detail in this post. Why? Because it’s good to see that companies are making improvements.

We added six industries and over 60 companies in the 2012 ratings, so I isolated the 139 companies that were in both the 2011 and 2012 Temkin Experience Ratings. Here’s how the customer experience scores for those companies changed:

As you can see in the chart, more companies improved than declined:

  • The percentage of good/excellent companies increased from 16% in 2011 to 19% in 2012.
  • The percentage of poor/very poor companies decreased from 51% in 2011 to 44% in 2012.
  • 53% of companies improved by more than one percentage point and 30% declined by more than one point.
  • 29% of companies improved by more than five points and 10% declined by five points or more.

The bottom line: There may be little CX excellence, but companies are getting better

Written by 

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:

3 thoughts on “Good News: Customer Experience is Improving”

  1. Lads…. nonsence!

    Customer experience is getting better because we ask the right questions. We live in a void of poor, pretend to care customer experience… As you and I experience daily. (Ever tried to get hold of SKY?)

    Its all marketing and bullshit!

    Say hello to Ian Golding for me!!!

    John Walker…

    1. Hi John: Thanks for sharing your thoughts. The research shows that customer experience is improving, not that it’s really good today. There is clearly a long way to go for most companies and most industries, only 19% of the companies are “good” or “excellent.” But the data is quite compelling, based on examining the same questions answered by thousands of consumers over two years, that at least many companies are heading in the right direction.

  2. I would imagine that CX improvement, especially in this economy, is critical for many businesses to just stay in business. I am sure that many companies that did not survive showed little progress to improvement –
    Dave T

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