USAA and Discover Earn Top Customer Experience Ratings in Credit Cards

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 and Discover deliver the best customer experience in the credit card 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.

Out of the 11 credit card issuers evaluated, USAA was the highest rated for the sixth year in a row, earning a 69% rating and placing 60th overall out of 294 companies across 20 industries. However, despite receiving the highest score in the industry, USAA also declined by the most percentage points over the past year, dropping by 11 points between 2015 and 2016. This dramatic fall enabled Discover to come in a close second, with a rating of 68% and placing 69th overall.

At the other end of the spectrum, HSBC was the lowest-rated credit card issuer for the fourth straight year, receiving a 45% rating and an overall ranking of 274th.


Overall, the credit card industry averaged a 63% rating in the 2016 Temkin Experience Ratings and placed 6th out of 20 industries. The average rating of the industry decreased by four percentage points between 2015 and 2016.

Here are some additional findings from the credit card industry:

  • The ratings of all credit card issuers in the 2016 Temkin Experience Ratings are as follows: USAA (69%), Discover (68%), Chase (66%), Barclaycard (66%), Capital One (65%), American Express (64%), Citigroup (61%), Wells Fargo (58%), S. Bank (58%), Bank of America (57%), and HSBC (45%).
  • No credit card issuer improved its ratings between 2015 and 2016.
  • USAA (-11 points), American Express (-9 points), HSBC (-9 points), and S. Bank (-8 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 (, 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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