Fidelity Investments Leads Investment Firms 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 investment firms:

  • The investment industry’s average declined sharply over the past year, down from 67.7% in 2014 to 64.0% in 2015. The industry tied for 9th place out of the 20 industries we evaluated.
  • Despite dropping by three percentage-points, Fidelity Investments earned the highest average of any investment firm, scoring 72% and place 89th out of 293 companies. This is the second year in a row that Fidelity took the top spot; although, it still took second place every year between 2011 and 2013. Charles Schwab took 2nd place int e industry with a Rating of 69%.
  • Capital One 360 spent its first year in the Ratings at the bottom of the investment industry, scoring 55% and placing 245th out of 293 companies.
  • Of the 12 companies we looked at both last year and this year, only three improved their ratings. Scottrade improved the most, going up eight percentage-points since 2014, while Wells Fargo Advisors went up by four points and Merrill Lynch improved by two points.
  • Nine companies decreased their rating between 2014 and 2015. The companies that dropped the most were TD Ameritrade (-14 percentage-points), E*TRADE (-9 points), Edward Jones (-8 points), and Charles Schwab (-6 points).
  • Since 2014, TD Ameritrade’s three component score declined more than any other investment firm’s. Its success score dropped by 14 percentage-points between 2014 and 2015, while its effort score dropped by 12 points and its emotion score dropped by 15 points.
  • Since 2014, Scottrade’s three component scores improved more than any other company’s. Its success score improved by eight percentage-points over the past year, its effort score improved by 10 points and its emotion score improved by nine points.
  • Capital One 360 fell furthest below the industry average for both the success and effort score.

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Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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