Credit Unions and USAA Lead Banks 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 banking industry:

  • The banking industry has been steadily improving over the last three years, from an average Temkin Experience Rating of 62.0% in 2011 to 68.6% this year. Banks also made the largest improvement of any industry between 2012 and 2013, gaining 3.4 percentage points.
  • Credit unions take first place in the industry for the second straight year with a rating of 79%. USAA earned the second spot with a rating of 78% followed by ING Direct and TD Bank that tied for third place with ratings of 74%.
  • The lowest-ranked bank is HSBC, earning a score of 57%. It also earned the lowest functional, accessible, and emotional ratings. The two next lowest banks are Capital One (62%) and Bank of America (63%).
  • Credit unions lead in the functional and accessible components while USAA leads in the emotional component.
  • Citibank improved by 15 percentage points between 2012 and 2013. This gain represents the largest improvement by any company across all industries.
  • Regions also had a significant improvement of 10 percentage points over the last year.
  • PNC had the worst decline from 2012 to 2013, experiencing a loss of six percentage points. HSBC was the only other bank with a ratings drop since last year.
  • Here’s a link to industry results from the 2012 ratings.
Download entire dataset for $395
Banks1 Banks2
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.

5 thoughts on “Credit Unions and USAA Lead Banks in 2013 Temkin Experience Ratings”

    1. Hi Kathy: “A credit union” represents all credit unions. Since credit unions are relatively fragmented, it’s probably made up of feedback on a wide scattering of different credit unions of all sizes.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.