Samsung Leads Major Appliances in Customer Experience

We recently released the 2015 Temkin Experience Ratings that ranks the customer experience of 293 companies across 20 industries based on a survey of 10,000 U.S. consumers.

Here are some highlights from the major appliances results between 2012 and 2015:

  • The average rating for the appliance industry dropped from 60.7% to 60.1%, putting it right on the cusp between delivering “okay” customer experience (over 60%) and “poor” customer experience (below 60%).
  • Samsung earned the highest rating in the major appliances industry, scoring 65%, which put it in 151st place overall. Samsung improved its rating by four percentage-points over the last year.
  • Fujitsu experienced one of the most dramatic declines in the entire Ratings, dropping 11 percentage-points between 2014 and 2015. This drop left Fujitsu with a rating of 45%, putting it in 289th place out of 293 companies.
  • Fujitsi scored the lowest below the industry average for both the success and effort component, coming in 14.9 percentage-points below average for success and 19.3 below average for effort. Hitachi, meanwhile, scored the lowest below the industry average for the emotion component, coming in 14.5 percentage-points below the industry average.
  • Of the nine major appliance companies that we looked at both last year and this year, only three improved their scores. Samsung and Haier both increased by four percentage-points, while Electrolux raised its score by 1 percentage-point.
  • The industry average for the success and the effort score stayed the same from last year, both holding steady at 63%, but the average score for the emotion component dropped from 56% in 2014 to 55% in 2015. This makes sense as Samsung and Whirlpool were the only two companies to improve their emotion score, each going up one point from last year, while Fujitsu and Hitachi’s scores both dropped by 12 percentage points.

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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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