Credit Unions, USAA, and Regions Earn Top Customer Experience Ratings for Banks

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.

Credit unions, USAA, and Regions deliver the best customer experience in the banking 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.

Credit unions took the top spot in the banking industry for the fifth year in a row, earning a rating of 77% and placing 7th overall out of 294 companies across 20 industries. USAA and Regions tied for second place, each receiving a rating of 75% and an overall rank of 12th. Three other banks earned “good” ratings (above 70%): Capital One 360, TD Bank, and PNC.

Meanwhile at the bottom of the list, Citibank has the lowest score of out of 15 banks in the ratings (56%), and it placed 190th overall. Citizens was not far ahead as it received a 60% rating and came in 153rd place overall.


Of the 15 banks we looked at, not a single one improved its rating over the past year. Citizens dropped the most, falling 12 points between 2015 and 2016.

Overall, the banking industry averaged a 67% rating in the 2016 Temkin Experience Ratings and tied for 4th place out of 20 industries. The average rating of the industry decreased by four percentage points between 2015 and 2016, dropping from 71% to 67%.

Here are some additional findings from the banking industry:

  • The ratings of all banks in the 2016 Temkin Experience Ratings are as follows: A credit union (77%), USAA (75%), Regions (75%), Capital One 360 (71%), TD Bank (70%), PNC (70%), SunTrust Bank (68%), S. Bank (68%), Chase (67%), Capital One (66%), Fifth Third (65%), Wells Fargo (64%), Bank of America (63%), Citizens (60%), and Citibank (56%).
  • No bank improved its rating between 2015 and 2016. Citizens (-12 points), USAA (-7 points), Chase (-6 points), and Citibank (-6 points) declined by the most percentage points between 2015 and 2016.

1605_Banks_IndustryAv 1605_Banks_Overall

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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