The Customer Experience Journal
Customer Experience Professionals Association
May 2011

We've recently published some great research- the 2011 Temkin Loyalty Ratings and Voice Of The Customer Programs Grow Up, but those are not the headlines of this month's journal. Instead, I am thrilled to announce the launch of the Customer Experience Professionals Association (CXPA).

The Customer Experience Professionals Association

Last week we announced the formation of the Customer Experience Professionals Association (

Customer Experience Professionals Association

Here's the mission for the CXPA:


The Customer Experience Professionals Association is a global, non-profit organization that supports the professional development of its members by enhancing networking, providing research and education, establishing standards, promoting the industry, and creating a better understanding of the discipline of customer experience


Here's why Jeanne Bliss and I co-founded this organization:

  • There are many customer experience networking groups, but the industry has hit a stage where it needs a single, collective voice to map its evolution
  • We want to help customer experience professionals embed customer experience management skill sets across their organization
  • Our goal is to identify standards and best practice approaches and transfer those skills across the industry
  • We want to ensure that that customer experience management continues to generate a vibrant set of opportunities for customer experience practitioners

We already have more than 20 organizations signed up as Founding Corporate Members, showing their commitment to leadership in customer experience. Other companies can also become founding members if they sign-up by the end of July. Individuals are also welcome to sign-up, so I urge you to consider joining!


We also have Gold, Silver, and Bronze sponsorship opportunities.


In short, great customer experience comes from great professionals doing great work in supportive environments. The CXPA is here to help them succeed!

The 2011 Temkin Loyalty Ratings

We recently published the 2011 Temkin Loyalty Ratings, that evaluates the loyalty US consumers to 143 companies across 12 industries. Let's start with kudos to the top five:

  • 1.
  • 2. Kohl's
  • 3. Costco
  • 4. (tie) Lowe's
  • 4. (tie) Sam's Club

While those were the top overall, I also want to give credit to the  companies with the most loyal customers in each of the 12 industries we examined:

  • (retailers)
  • USAA (insurers)
  • Southwest Airlines (airlines)
  • Vanguard (investments)
  • TriCare (health Plans)
  • Hyatt (hotels)
  • Credit unions (banks)
  • TracFone (wireless carriers)
  • Apple (computers)  
  • USAA (Insurance)
  • Cox Communications (Internet service providers)
  • DirecTV (TV service providers) 

When we examined customer loyalty by industry, we found that  retailers enjoy the strongest consumer loyalty while TV service providers have very weak levels of loyalty. 

2011 Temkin Loyalty Ratings     

You can see all of the data at the Temkin Ratings Website

Voice Of The Customer Programs Grow Up

Voice of the customer efforts are still in their early stages, but the next generation practices are emerging and will dramatically change how companies operate.


In the new report, Voice Of The Customer Programs Grow Up, we  identify 20 leading practices for a closed-loop voice of the customer (VOC) program and discuss how the next generation of VoC programs will require technology investments and force market research organizations to change.


The report focuses on how companies need to master the 6Ds of a closed-loop VoC program:

6 Ds of a VoC program  

Customer Experience Matters Blog

Temkin Group Update

Temkin Group is thrilled to be celebrating its 1st anniversary. Thank you to all of our wonderful clients and partners! It's been a great year and we are looking forward to many, many more. In honor of this milestone, we are donating $1000 to a charity  that will be selected by a poll that we've launched on my blog.

We have exciting research coming out over the next month which includes the 2011 Temkin Forgiveness Ratings and a groundbreaking piece of research linking customer experience, loyalty, and incremental revenues called The Customer Experience-Loyalty Connection.

If you're looking to accelerate your organization's customer experience transformation efforts, here are a number of ways that
Temkin Group can help:
  • Assessments of customer experience efforts, to identify gaps and opportunities to accelerate your transformation efforts
  • Speeches and webinars on a wide range of customer experience and leadership topics
  • Interactive workshops for executive teams or other groups to gain alignment around key customer experience principles and priorities or to develop plans in areas such as voice of the customer programs
  • Educational curriculum to establish and reinforce an understanding of proven customer experience principles across an organization
  • Strategy reviews of marketing and product plans for vendors who want to help companies transform their customer experience
And, please consider joining the Customer Experience Professionals Association; we created it for you!

Drop me a line at, visit our Website at, or give us a call at (617)916-2075.

Bruce Temkin
Customer Experience Transformist
& Managing Partner
Temkin Group

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In This Issue
> The Customer Experience Professionals Association
> 2011 Temkin Loyalty Ratings
> Voice Of The Customer Programs Grow Up
> Customer Experience Matters Blog
> Temkin Group Update
Temkin Group celebrates

We are celebrating our 1st anniversary.
Thank you to all of our clients and partners!

We are a research and consulting firm that combines thought leadership with a deep understanding of the dynamics of large organizations to help senior executives accelerate their customer experience transformational efforts
Customer Experience


> Only 4% of US consumers that had a bad experience tweeted about it

> 80% of large companies plan to increase their focus on building a customer-centric culture this year

> The 3 characteristics of good leaders: Communicate "why," model desired behaviors and reinforce change

> Great brands are made in 3 steps: making promises, embracing promises and keeping promises
Quick Links
Temkin Ratings Website

Temkin Group Website

Customer Experience Matters Blog

Temkin Group Research
6 Laws Of Customer Experience
1. Every interaction creates a personal reaction.
2. People are instinctively self-centered.
3. Customer familiarity breeds alignment.
4. Unengaged employees don't create engaged customers.
5. Employees do what is measured, incented, and celebrated.
6. You can't fake it.
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