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Customer Experience Ratings of 206 Companies
March 2012


We just released the 2012 Temkin Experience Ratings, which ranks 206 companies across 18 industries based on a survey of 10,000 US consumers. It's the second year of the ratings and we're thrilled to see strong interest from companies as well as the media.  


By evaluating companies within their industries as well as across multiple industries, the ratings provide a clear benchmark of overall customer experience. It's also great to see customer experience improving. Led by the insurance carriers, that had the highest increase of any industry, the average score in most industries increased since the 2011 Temkin Experience Ratings.


In this journal, we provide some of the highlights of the 2012 Temkin Experience Ratings along with details from these other research reports: 

We also include links to some blog posts, including industry deep-dives into the Temkin Experience Ratings and the newest release in my series of 10 CX mistakes to avoid. 


The Temkin Group update provides our latest research plans, which include our focus on CX and loyalty in March. We're also still looking to hire a customer experience analyst. 


I'd like to invite you to complete our Q1 survey on CX management practices. As always, you'll get access to the research and an opportunity to win a $50 gift certificate. 


2012 Temkin Experience Ratings  


This is the second year of the Temkin Experience Ratings. We added six industries (auto dealers, car rentals, fast food, groceries, major appliances, and parcel delivery services), increased our sample size to 10,000 U.S. consumers, and increased the number of companies from 143 to 206.


Our methodology, however, has remained the same. We continue to evaluate customer experience based on three underlying components: functional, accessible, and emotional.


Here are the top companies in the ratings. 


1. Sam's Club

2. Publix

3. Starbucks

3. Subway

3. Chick-fil-A

3. Aldi

3. Winn-Dixie

3. H.E.B.

3. Credit Unions

10. ShopRite

10. Amazon

10. Kroger

10. Sonic Drive-In  


As you can see above, groceries and fast food companies dominate the list of leaders. This shows up in the industry ratings as well:


Consumer Channel Preferences 


The report Data Snapshot: Consumer Channel Preferences examines the channels that consumers prefer to use to complete 11 common interactions. As you can see in the chart below, web self-service and phone conversations are the most preferred channels across most interactions. 


The report analyzes each of these 11 interactions across age groups.     

Products and Relationships from Tech Vendors


We recently published Tech Vendors: Benchmarking Product and Relationship Satisfaction of IT Clients that rates tech vendors in terms of products and relationships. The report examines feedback from 800 IT professionals at large companies on eight key areas. As you can see below, we found a wide range of results for the 60 vendors in the research:


The tech vendors with the highest average product/relationship scores are Intel, Apple, Cisco, Google, Microsoft, and VMWare.


The tech vendors with the lowest average product/relationship scores are Compuware, Wipro, Cagemini, Tata Consulting Services, Unisys, Novell, Qualcomm, and Sungard.  


More than 200 respondents from large companies shared their views on 2011 and their CX plans for 2012 in the report Data Snapshot: Customer Experience Expectations and Plans For 2012. Here are some of the highlights from the research:

  • Ninety percent of companies report a positive impact from their CX efforts in 2011.
  • Seventy percent of companies expect a significant or moderate impact from their CX efforts in 2012.
  • Sixty-three percent of companies have five or more employees in their centralized CX organization, and 18% expect to add three or more people in 2012.
  • Text analytics is the area with the most spending momentum in 2012, while market research has the least momentum.
  • Customer insight & analytics along with customer-centric culture are high up in respondents' CX plans for 2012.
  • Improving web and mobile experiences are priorities in respondents' CX plans for 2012.
  • The two areas that are expected to have the most impact on CX over the next three years: Use of customer feedback and building a customer-centric culture.
Customer Experience Matters Blog
CXPA Update 

Here are a few of the many activities going on at the Customer Experience Professionals Association:
  • Webinar: On March 20, EMC Vice President of Quality Jim Bampos will discuss how the company is Connecting Business Outcomes to Customer Experience Efforts
  • Local networking events: We're putting together a schedule for a number of local sessions in cities like Boston, Atlanta, Toronto, and London with more cities to follow. 
  • Member Insight Exchange: Mark your calendar for June 19 & 20 in San Diego at the Hotel del Coronado.
The CXPA is a non-profit organization that's dedicated to the success of customer experience professionals. I highly urge you to join!
Temkin Group Update 

We're hiring! Temkin Group is looking to add a Customer Experience (CX) Analyst to the team. Who's the right person? Someone who combines a strong passion for and proven expertise in helping large organizations improve their customer experience. Click here for more information.
March will be loyalty month for our research. We will continue with the rest of the Temkin Ratings reports over the next few months, starting with the 2012 Temkin Loyalty Ratings. This analysis will once again enable us to determine the correlation between customer experience and loyalty and to calculate the business impact of customer experience improvements in both the U.S. and UK. 

Think about purchasing a corporate subscription to Temkin Group Research. Our research bundles include access to all of our research for your entire organization, answers to questions that you have about the research or your CX efforts, and a strategy session to discuss the topic of your choice.


If you're looking to accelerate your customer experience 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 curricula 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
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

Chair, Customer Experience Professionals Association

Follow me on Twitter  

In This Issue
>2012 Temkin Experience Ratings
> Consumer Channel Preferences
> Products and Relationships from Tech Vendors
> CX Expectations and Plans
> Customer Experience Matters blog
> CXPA update
> Temkin Group update
Temkin Group
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
CX Tidbits 

> Three UK firms (out of 66) earned the highest level of loyalty: John Lewis, Amazon, and Waitrose


> 23% of employees at large companies are highly engaged


> 77% of U.S. consumers use Facebook and 51% use it daily


> 25% of large companies are CX Decision Makers when it comes to their use of metrics


> For JetBlue, every 5 promoters leads to 2 new customers and every 16 detractors leads to the loss of 1 customer


> 52% of U.S. consumers prefer good service over low prices when it comes to banks; 31% prefer good service for airlines 

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