Ethnic Experience Gaps Across Industries

Earlier this year we released the 2013 Temkin Experience Ratings, which examines the customer experience of 246 companies across 19 industries based on a survey of 10,000 U.S. consumers. We also released an analysis of the 19 individual industries. In this post, I decided to look at the ratings across different ethnic groups. As you can see in the chart below:

  • Computers, auto dealers, and insurers have the largest ethnic gaps, but nine other industries also have double digit ethnic gaps.
  • Grocery chains, fast food chains, and retailers have the smallest ethnic gaps.
  • Asians give the lowest ratings in 17 of the 19 industries. The only exceptions are auto dealerships and parcel delivery services where Hispanics give those companies the lowest marks.
  • African Americans give the highest (or tied) ratings in 16 industries. The three exceptions are investment firms (Hispanics give highest ratings), rental car agencies¬†(Hispanics give highest ratings), and credit card issuers (Caucasians give highest ratings).

2013TERbyEthnicityThe bottom line: There’s a clear ethnic experience gap in many industries

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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:

One thought on “Ethnic Experience Gaps Across Industries”

  1. Bruce, our research indicates that there may also be response preferences by demographic factors. For example, young people and folks in more metro markets are much harsher graders. Also, the highly educated are also harsher graders. As you indicated above, Asian populations tend to be harsher graders than other groups. Here’s a write up based on our CEBenchmarks study. So do certain groups get underserved or are they responding in a certain manner based on culture? Truth is, is probably a bit of both…

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