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'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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