Edward Jones and Fidelity Investments Earn Top Customer Experience Ratings for Investment Firms

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.

Edward Jones and Fidelity Investments deliver the best customer experience in the investment 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.

Edward Jones and Fidelity tied for the top spot out of 13 investment firms in this year’s ratings, each earning a score of 64%. While this is Fidelity’s third straight year at the top, this is the first year Edward Jones has ascended from the middle of the pack.

Likewise, this year Morgan Stanley Smith Barney climbed from its historically low position in the industry—it received the lowest score in 2013—to coming in a close to the leaders with a 63%. Edward Jones and Morgan Stanley Smith Barney were the only investment firms to improve their ratings over the past year.

At the other end of the spectrum, Capital One 360 was the lowest-rated investment firm for the second year in a row, receiving a 48% rating, and placing 253rd overall.


The investment industry averaged a 58% rating in the 2016 Temkin Experience Ratings and placed 6th out of 20 industries. The average rating of the industry decreased by six percentage points between 2015 and 2016.

Here are some additional findings from the investment firm industry:

  • The ratings of all investment firms in the 2016 Temkin Experience Ratings are as follows: Edward Jones (64%), Fidelity Investments (64%), Morgan Stanley Smith Barney (63%), Charles Schwab (62%), Merrill Lynch (60%), Vanguard (60%), credit unions (57%), Ameriprise Financial (57%), TD Ameritrade (55%), Scottrade (54%), E*TRADE (51%), Wells Fargo Advisors (51%), and Capital One 360 (48%).
  • Morgan Stanley (+2 points) and Edward Jones (+1 point) were the only investment firms to improve their ratings between 2015 and 2016.
  • Scottrade (-12 points), Wells Fargo Advisors (-11 points), and Fidelity Investments (-9 points) declined by the most percentage-points between 2015 and 2016.


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 (CXPA.org), 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: www.linkedin.com/in/brucetemkin

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