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.
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CreditCards1 CreditCards2
Temkin Ratings website

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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