USAA and State Farm Lead Insurance Industry in 2014 Temkin Experience Ratings

We recently released the 2014 Temkin Experience Ratings that ranks the customer experience of 268 companies across 19 industries based on a survey of 10,000 U.S. consumers.

USAA has maintained its position as the top-rated insurer for the fourth year in a row, earning a 78% rating and rank of 29th out of 268 companies across 19 industries. This is also State Farm’s third straight year in second place, this year earning a 74% rating and 59th placing overall. At the bottom of the list, for the forth year in a row, 21st Century received the lowest rating for any of the 15 insurers, landing in 232nd place. American Family has also been steadily descending in the Ratings, declining from the second highest-rated insurer in 2011 to the second lowest-rated insurer in 2014 with a rating of 56% and a ranking of 226th.

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Here are some additional findings from the airline industry:

  • The ratings of all insurance carriers in the 2014 Temkin Experience Ratings are as follows: USAA (78%), State Farm (74%), GEICO (70%), Allstate (69%), The Hartford (69%), AAA (67%), Progressive (66%), Travelers (65%), Nationwide (63%), MetLife (63%), Liberty Mutual (63%), Farmers (61%), American Family (56%), and 21st Century (55%).
  • The Hartford (+7 points), Liberty Mutual (+7 points), 21st Century (+6 points), and AAA (+5 points) improved the most between 2013 and 2014.
  • Nationwide (-5 points), American Family (-2 points), and Farmers (-1 point) were the only insurers whose ratings declined between 2013 and 2014.
  • Overall, the insurance industry averaged a 68% rating in the 2014 Temkin Experience Ratings and tied for 6th place out of 19 industries. Insurance is also one of the 15 industries to improve its rating over the past year, increasing its average by 2.9 percentage points.

Here are how the companies performed on each of the three components of the Temkin Experience Ratings, compared with the industry average:


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To see all of the Temkin Ratings (Experience, Trust, Forgiveness, Customer Service, and Web Experience), visit the Temkin Ratings websiteTemkin Ratings website

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:

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