USAA, Credit Unions and Publix Top 2016 Temkin Trust Ratings

We just published the 2016 Temkin Trust Ratings, the sixth year of the ratings. It uses feedback from 10,000 U.S. consumers to rate the level of trust that consumers have with 294 organizations across 20 industries (see .pdf with full list). You can see all of the company data on the Temkin Ratings website.

Download dataset for $295 (see sample file)

For the second straight year, USAA (for banking and insurance) took the top two spots. The next highest scoring companies are credit unions, Publix, Mercedes-Benz, USAA (credit cards), Chick-fil-A,, Residence Inn, H-E-B, Lexus, and BJ’s Wholesale Club.

Also for the second year in a row, Comcast earned the lowest two spots in the Temkin Trust Ratings for its TV service and Internet service businesses. But many of its competitors also earn very poor ratings. The next lowest rated companies are Charter Communications (for Internet service and TV service), Time Warner (for Internet service and TV service), and Cox Communications.


Additional highlights of the 2016 Temkin Trust Ratings:

  • The supermarket industry earned the highest average Temkin Trust Ratings (61%), and was the only industry to earn an “okay” rating. Insurance companies, retailers, investment firms, and hotels were next on the list with mediocre ratings between 54% and 55%.
  • TV services (27%) and Internet services (29%) fell far below any other industries. The next lowest industry is health plans, which has a rating that is more than 10 points higher (40%).
  • The following companies outperformed their industry average by 15 points or more: USAA (banks, credit cards, and insurance), Kaiser Permanente, Chick-fil-A, credit unions, (computers & tablets), Lexus, and TriCare.
  • The following companies are 15 points or more below their industry average: Motel 6, Chrysler, HSBC, Citibank, Super 8, Days Inn, Compaq, Spirit Airlines, Compact, Haier, and Dollar Rent A Car.
  • Of the 260 companies in the 2015 and 2016 Temkin Trust Ratings, 81% of companies decreased in score while only 13% increased.
  • Mercedes-Benz, Consolidated Edison Company of New York, Charles Schwab, and Fox Rent A Car are the only companies with double-digit increases in their Temkin Trust Ratings over the last year.
  • Dodge, Office Depot, E*TRADE, Toys ‘R’ Us, Subaru, Chrysler, and Cadillac declined the most, leading 78 companies that feel by more than 10 points.
  • The average Temkin Trust Ratings across all industries declined between 2015 and 2016, with the largest drop in Computers & Tablets (down 8 points) and the smallest decline in hotels, wireless carriers, and Internet service providers (down 3 points).

***See how your company can reference these results
or display a badge for top 10% and industry leaders***

1604_TTR_Industries1604_TTR_GainersLosers 1604_TTR_IndustryLeaderLaggards

Download dataset for $295 (see sample file)

***See how your company can reference these results
or display a badge for top 10% and industry leaders***


The data was collected from an online survey of 10,000 U.S. consumers during January 2016. 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 Trust Ratings are based on asking consumers the following question about companies with whom they’ve interacted during the previous 60 days: “To what degree do you TRUST that these companies will take care of your needs?” Potential responses range from 1= “do not trust at all” to 7= “completely trust.” Temkin Trust 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 (see sample file)

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

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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