2013 Temkin Experience Ratings
March 2013



I'm excited to announce the 2013 Temkin Experience Ratings, which rates the customer experience of 246 organizations. You can download it for free. This is the third year of the ratings and it was great to find that many companies are improving. I'll discuss the ratings in more detail below, but first I want to give a shout-out to the top-rated companies:


#1: Publix

#2: Trader Joe's

#3: Aldi

#3: Chick-fil-A

#5: Amazon

#5: Sam's Club

#7: H.E.B.

#7: Dunkin' Donuts

#7: Save-a-Lot

#7: Sonic Drive-In

#7: Little Caesar's

#7: Ace Hardware


In this edition, we also take a look at a couple of our recent research studies. Both of these reports show a thriving, yet somewhat shifting, customer experience industry:

I also invite you to take our Q1 survey, which examines the state of customer experience management. If you complete the survey, then you'll receive a free copy of the research ($195 value) and a chance to win a $50 gift certificate. And you will, of course, receive our gratitude for helping with our research.


The update from my blog Customer Experience Matters, includes a look at employee engagement at Southwest Airlines, the merger between US Airways and American Airlines, and the demographics of happiness.


2013 Temkin Experience Ratings


Based on a study of 10,000 U.S. consumers, we published the 2013 Temkin Experience Ratings. The ratings examines three areas of customer experience:
  1. Functional: How well do experiences meet customers' needs?
  2. Accessible: How easy is it for customers to do what they want to do?
  3. Emotional: How do customers feel about the experiences?

Publix earned the top spot and US Airways landed at the bottom. Here are all the best and worst of the group.


While grocery chains, fast food chains, and retailers dominate the top of the Temkin Experience Ratings, health plans earn the dubious distinction of defining poor performance, taking seven of the 15 lowest spots. As you can see, the results vary across industries as well as within industries.

As I mentioned in my opening note, the scores are improving. In this year's ratings, 37% of companies earned "good" or "excellent" scores, while 28% are rated as "poor" or "very poor." Companies with at least a "good" rating grew by nine percentage points since 2012 and by 21 points since 2011.

CX Plans and Expectations for 2013
  • Fifty-three percent of large companies have the goal to deliver the best CX in their industry within three years
  • Seventy-seven percent of large companies plan to spend more on CX in 2013 than they did in 2012.
  • Over half of large companies have at least six full-time CX professionals.
  • Sixty-four percent of large companies think that their phone agent experiences are good or excellent, but only 18% feel that way about their cross-channel experiences, and 27% feel that way about their mobile experiences.
  • Seventy-eight percent of large companies plan to put more effort into their web experience in 2013 and 68% plan to focus more on their mobile experience.
  • Thirty percent of respondents plan to increase spending on text analytics compared with only 4% that expect to decrease spending in that area. Next on the list in terms of positive momentum is voice of the customer software.
The State of the CX Profession, 2013


We surveyed 283 customer experience professionals and compared their answers to our data from last year. The State of the CX Profession, 2013 shows that the vast majority of CX professionals are happy. As a result, fewer of them plan to look for a new job this year. Here are some other insights from the report that we are giving away for free to CXPA members:
  • Ninety-eight percent of CX pros think they are in a great profession
  • Ninety-one percent of CX pros are satisfied with the content of their jobs, but only 66% are satisfied with opportunities for advancement.
  • Thirty-eight percent of CX pros are likely to look for a new job (outside their company), which is down from 41% last year.
  • Voice of the customer programs remains the activity in which CX pros are most actively involved. The area of focus with the largest change since last year is process analysis and redesign, where 57% of CX pros are involved this year versus 52% last year.
  • CX pros at companies with 1,000 or more employees are more satisfied than those from smaller organizations. At the same time, 48% of CX pros at larger organizations are likely to look for a new job outside their company in 2013 compared with 39% of those from smaller firms.
  • Seventy-eight percent of CX executives see networking as a key professional development goal compared with 71% of non-execs.
Customer Experience Matters Blog
Temkin Group Research Plans and Update 

We're preparing the next set of Temkin Ratings with the 2013 Temkin Loyalty Ratings, followed by the Trust and Forgiveness Ratings. We are also working on reports examining B2B best practices, the rise of customer analytics, and employee engagement case studies. In addition, keep an eye out for our annual benchmark studies of consumer media, social media, and mobile usage. Here's link to our current list of research.
Please see information below about our corporate research subscriptions.
We're also in the process of judging for the 2013 Customer Experience Vendor Excellence Award.
If you're looking to accelerate your CX efforts, here are a number of ways that Temkin Group can help:
  • Interactive training 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.
  • 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
  • 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
Corporate Subscriptions to Temkin Group Research

Temkin Group research and advisory services can be a great resource to your CX efforts. The insights will help you implement best practices, benchmark your performance, identify mistakes to avoid and provide you with guidance along the way. Our corporate subscriptions include: 
  • Unlimited access to all Temkin Group research and Temkin Ratings data for all of your employees for 12 months (for internal use only)
  • Up to 10 inquiries (questions that Temkin group can answer in a short email or during a phone conversation of up to 20 minutes)
  • One advisory call (phone discussion up to 90 minutes)
Please send us an email if you are interested in pricing or in receiving more details about our research subscriptions.
CXPA Update 


Are you a member of the Customer Experience Professionals Association (CXPA.org)? If not, then you're really missing out on an amazing resource for things such as:

The CXPA is a nonprofit organization that's dedicated to the success of customer experience professionals. Join us!

Drop me a line at bruce@temkingroup.com, visit our website at www.temkingroup.com, or give us a call at (617) 916-2075.


Bruce Temkin
Customer Experience Transformist
& Managing Partner
Temkin Group

Chair, Customer Experience Professionals Association

Customer Experience Professionals Association

Follow me on Twitter  

In This Issue
> 2013 Temkin Experience Ratings
> CX Plans and Expectations for 2013
> State of CX Profession
> CX Matters Blog
> Temkin Group Update
> CXPA 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 accelerate their customer experience transformational efforts
13 CX Trends  to Watch in 2013

> Decline of surveys 

> Rise of text analytics

> "Big data" predictive analytics

> Anticipatory service

> Experience-infused product development

> Design-based process improvement

> Loyalty-focused contact centers

> Appreciation of employee assets

> Mobile, mobile, mobile

> Software as an Experience

> Resurgence of values

> Rethinking risk-experience trade-offs

> Continuing CX education 

CX Tidbits

> Engaged employees are almost 3X as likely to make improvement recommendations

> 48% of B2B VoC programs are in lowest two stages of maturity

> B2C firms are much better than B2B at compelling brand values

>Compared with detractors, promoters are more than 3x as likely to recommend insurers and health pans, and 4x as likely to recommend banks

> Consumers who are satisfied with customer service interactions are more than 4x as likely to repurchase

> When companies responded very poorly after a bad experience, 47% of consumers stopped spending
Quick Links

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 CX Matters Blog


Temkin Ratings


Temkin Ratings UK 


CX Professionals Association 

10 Common CX Mistakes


From eBook: 10 CX Mistakes To Avoid
1) Faking Executive Commitment 
2) Over-Relying on Customer Surveys 
3) Neglecting Experience Design 
4) Treating All Customers the Same 
5) Un-Engaging New Customers 
6) Ignoring Employees 
7) Obsessing About Detractors 
8) Forgetting to Celebrate Success 
9) Falling in Love with a Metric 
10) Mapping Internal Touchpoints
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