Credit unions, USAA, and Regions earn top customer experience ratings for banks, according to Temkin Group

Sixth annual Temkin Experience Ratings evaluates 294 companies across 20 industries

WABAN, MA (May 31, 2016) — Credit unions, USAA, and Regions deliver the best customer experience in the banking 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.

Credit unions took the top spot in the banking industry for the fifth year in a row, earning a rating of 77% and placing 7th overall out of 294 companies across 20 industries.  USAA and Regions tied for second place, each receiving a rating of 75% and an overall rank of 12th. Three other banks earned “good” ratings (above 70%): Capital One 360, TD Bank, and PNC.

Meanwhile at the bottom of the list, Citibank has the lowest score of out of 15 banks in the ratings (56%), and it placed 190th overall. Citizens was not far ahead as it received a 60% rating and came in 153rd place overall.

“Credit unions continue to outshine major banks when it comes to customer experience,” states Bruce Temkin, managing partner of Temkin Group.

Of the 15 banks we looked at, not a single one improved its rating over the past year. Citizens dropped the most, falling 12 points between 2015 and 2016.

Overall, the banking industry averaged a 67% rating in the 2016 Temkin Experience Ratings and tied for 4th place out of 20 industries. The average rating of the industry decreased by four percentage points between 2015 and 2016, dropping from 71% to 67%.

Here are some additional findings from the banking industry:

  • The ratings of all banks in the 2016 Temkin Experience Ratings are as follows: A credit union (77%), USAA  (75%), Regions(75%), Capital One 360 (71%), TD Bank (70%), PNC (70%), SunTrust Bank (68%), U.S. Bank (68%), Chase (67%), Capital One (66%), Fifth Third (65%), Wells Fargo (64%), Bank of America  (63%), Citizens (60%), and Citibank (56%).
  • No bank improved its rating between 2015 and 2016.
  • Citizens (-12 points), USAA (-7 points), Chase (-6 points), and Citibank (-6 points) declined by the most percentage points between 2015 and 2016.

To generate these ratings, Temkin Group asked 10,000 U.S. consumers to evaluate their recent experiences with a company across three dimensions: success (can you do what you want to do?), effort (how easy is it to work with the company?), and emotion (how do you feel about the interactions?). Temkin Group then averaged these three scores to produce each company’s Temkin Experience Rating.

In these ratings, a score of 70% or above is considered “good,” and a score of 80% or above is considered “excellent.” In this year’s Temkin Experience Ratings, 20% of companies earned a “good” or “excellent” score, while 44% received a “poor” or “very poor” score.

The 2016 Temkin Experience Ratings, along with other ratings, can be accessed at the Temkin Ratings website,

The free report, “2016 Temkin Experience Ratings,” is available for download at the Customer Experience Matters® blog ( and at the Temkin Group website,

About Temkin Group

Temkin Group is a leading customer experience research and consulting firm. Many of the world's largest brands rely on its insights and advice to steer their transformational journeys, and Temkin Group accelerates their results by combining customer experience thought leadership with a deep understanding of organizational dynamics. Rather than layering on cosmetic changes, Temkin Group helps companies embed practices within their culture by building up four core competencies: Purposeful Leadership, Employee Engagement, Compelling Brand Values, and Customer Connectedness. The firm's ongoing research identifies leading and emerging best practices for engaging the hearts and minds of customers, employees, and partners.


Bruce Temkin

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