USAA and H.E.B. Top 2014 Temkin Forgiveness Ratings

We just published the 2014 Temkin Forgiveness Ratings, the fourth year of the ratings. It uses feedback from 10,000 U.S. consumers to rate 268 organizations across 19 industries. Congratulations to USAA and H.E.B., which earned the top ratings.

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USAA’s banking business tied for the top spot, while its credit card and insurance businesses were the next two highest rated organizations. There is a sizeable nine-point gap between these leaders and the next companies on the list. Rounding out the top 15 companies in the ratings are, BMW dealers, Chick-fil-A, Apple (for software and retail), QVC, Costco, Lexus, Trader Joe’s, Fujitsu, and Publix.

Ten of the bottom twelve organizations in the Temkin Forgiveness Ratings belong to firms that show up twice Charter Communications, Comcast, and Time Warner Cable are in the bottom group for their Internet service and TV service businesses. HSBC and Citibank are in the bottom group with their banking and credit card businesses. The remaining two companies at the low end of the ratings are Highmark and US Cellular.

1404_TFR_TopBottomHere’s how the industries compare with each other:


We also compared the 2013 and 2014 Temkin Forgiveness Rating, here’s some of what we found:

  • Led by retailers and banks, 16 of the 19 industries earned higher ratings in 2014 than they did in 2013. Rental cars and hotels are the only industries to decline.
  • Five companies improved their ratings by at least 20 points between 2013 and 2014: Apple Store, TD Bank, Cox Communications, ING Direct, and Best Buy.
  • Six companies earned ratings that declined by more than 12 points: Scottrade, Blackboard, Advantage RAC, Coventry Health Care, Avis, and Crowne Plaza.


The data was collected from an online survey of 10,000 U.S. consumers during January 2014. Quotas were set to mirror the U.S. census data for age, income, gender, ethnicity, and geographic regions of the U.S. population.

The Temkin Forgiveness Ratings are based on asking consumers the following question about companies with whom they’ve interacted during the previous 60 days: “How likely are you to forgive these companies if they deliver a bad experience?” Potential responses range from 1= “extremely unlikely” to 7= “extremely likely.” Temkin Forgiveness Rating for a company is calculated by taking the percentages of consumers who respond with a 6 or 7 and subtracting the percentage who responded with 1, 2, or 3.

Download dataset for $295

Temkin Ratings website
You can view a sortable list of results from the Temkin Forgiveness Ratings as well as other ratings on the Temkin 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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