USAA Leads Credit Cards 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.

For the fifth straight year, USAA took the top spot in credit cards with a rating of 80%, placing it 13th overall out of 293 companies across 20 industries. USAA has been the highest-rated credit card issuer since the Ratings began in 2011. Discover and American Express tied for second place, each with a rating of 73% and an overall ranking of 76th. At the other end of the spectrum, HSBC was the lowest-rated credit card issuer for the third year in a row, with a rating of 54% and an overall ranking of 253rd.

Here are some highlights from the credit card industry:

  • Overall, the credit card issuers industry averaged a 67% rating in the 2015 Temkin Experience Ratings and placed 6th overall out of 20 industries.
  • The ratings of all credit card issuers in the 2015 Temkin Experience Ratings are as follows: USAA (80%), Discover (73%), American Express (73%), Barclaycard (69%), Chase (68%), Citigroup (66%), Capital One (66%), S. Bank (66%), Bank of America (63%), Wells Fargo (61%), PNC (58%), and HSBC (54%).
  • USAA (+3 points), HSBC (+3 points), Discover (+2 points), American Express (+2 points), and Barclaycard (+1 points) all improved their ratings between 2014 and 2015.
  • Wells Fargo (-7 points), Capital One (-3 points), and S. Bank (-2 points) declined by the most percentage-points between 2014 and 2015.


Written by 

I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (, a non-profit organization dedicated to the success of CX professionals.

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