USAA and American Express Lead Credit Cards in 2013 Temkin Experience Ratings

We recently released the 2013 Temkin Experience Ratings that ranks the customer experience of 246 companies across 19 industries based on a survey of 10,000 U.S. consumers. Here are highlights from the credit card industry:

  • The average rating for the credit card industry increased from 61.5% in 2012 to 63.6% in 2013.
  • USAA and American Express are tied at the top of the industry, ranked #89 across all industries with a Temkin Experience Rating of 70%. That represents a three percentage point decline for USAA and an increase of two percentage points for American Express.
  • The lowest-ranked credit card company is HSBC, earning a rating of 54%. It remains in last place for the third straight year after a two point decrease between 2012 and 2013. The company also earned the lowest score for all three of the underlying components: functional, accessible, and emotional.
  • Capital One was the only other credit card issuer to earn a “very poor” rating, earning the next to lowest score in the industry, 59%,
  • American Express earned the top functional rating, Discover earned the top accessible rating, and USAA earned the top emotional rating.
  • Citigroup showed the largest improvement, gaining eight percentage points between 2012 and 2013. The financial behemoth remains near the bottom of the industry, however, because of its very poor emotional rating.
  • Here’s a link to industry results from the 2012 ratings.
Download entire dataset for $395
CreditCards1 CreditCards2
Temkin Ratings website

Written by 

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 (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

Leave a Reply