In a previous post, I defined the three elements of an experience: Success, Effort, and Emotion. We’ve been measuring each of these areas as part of our Temkin Experience Ratings for four years. So I decided to share some insights from the effort ratings component of those overall ratings (you can see this data as part of the Temkin Experience Ratings datasets).
As you can see in the charts below (from ratings of 268 companies across 19 industries based on a survey of 10,000 U.S. consumers):
- H-E-B, Food Lion, Burger King, Chick-fil-A, Publix, credit unions, Sonic Drive-In, Trader Joe’s, Dairy Queen, Kroger, Little Caesar’s, Starbucks, Piggly Wiggly, and Regions have the highest effort ratings.
- Medicaid, Empire (BCBS), Coventry Health Care, Highmark (BCBS), Motel 6, Super 8, Residence Inn, Hitachi, Haier, Comcast, US Airways, and Chrysler have the lowest effort ratings.
- Grocery chains and fast food chains have the highest average effort ratings while health plans, TV service providers, Internet service providers, and hotels have the lowest.
- Led by a five point improvement in credit cards, 13 out of the 19 industries improved between 2013 and 2014.
- Hotels dropped eight points from 2013 to 2014, by far the largest of the three industries that declined. the others: parcel delivery services and retailers.
The bottom line: Most companies need to be easier to work with