USAA, State Farm, and The Hartford Earn Top Customer Experience Ratings for Insurance Carriers

Temkin Experience Ratings

We recently released the 2016 Temkin Experience Ratings that ranks the customer experience of 294 companies across 20 industries based on a survey of 10,000 U.S. consumers.

USAA, State Farm, and The Hartford deliver the best customer experience in the insurance industry, according to the 2016 Temkin Experience Ratings, an annual customer experience ranking of companies based on a survey of 10,000 U.S. consumers.

USAA has maintained its position as the top-rated insurer for the sixth year in a row, earning a 73% rating and placing 28th out of 294 companies across 20 industries. State Farm and The Hartford tied for second place, each with a rating of 68% and an overall rank of 69th. While this is State Farm’s fifth straight year in second place, it is The Hartford’s first time in the top two. Of the 15 insurance carriers evaluated, Nationwide was the only one to improve its score over the past year, increasing from 63% in 2015 to 64% in 2016, which put it in 110th place overall.

At the other end of the spectrum, 21st Century and American Family tied for being the lowest-rated insurance carrier, each receiving a score of 47% and placing 264th overall. This is 21st Century’s sixth straight year at the bottom of the pack, while American Family found itself in last place after falling 14 percentage points, the most of any insurer, in the last year.

Overall, the insurance industry averaged a 61% rating in the 2016 Temkin Experience Ratings and came in 7th place out of 20 industries. The average rating of the industry decreased by five percentage-points between 2015 and 2016, dropping from 66% to 61%.


Here are some additional findings from the insurance industry:

  • The ratings of all insurance carriers in the 2016 Temkin Experience Ratings are as follows: USAA (73%), State Farm (68%), The Hartford (68%), Nationwide (64%), GEICO (64%), Progressive (64%), Allstate (62%), Travelers (61%), Liberty Mutual (60%), New York Life (60%), Farmers (58%), AAA (54%), MetLife (54%), American Family (47%), 21st Century (47%).
  • Nationwide (+1 point) was the only insurer to improve its rating between 2015 and 2016.
  • American Family (-14 points), AAA (-9 points), GEICO (-5 points), and Allstate (-5 points) declined by the most percentage-points between 2015 and 2016.

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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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