The Temkin Group has published its “2018 Temkin Effort Ratings,” a benchmark of customer effort, which represents a critical component in how customers view their interactions with an organization, says Temkin. Effort is one of the three components—along with success and emotion—that Temkin measures in its industry standard customer experience metric, the “Temkin Experience Ratings.” This measurement shows the degree to which customers view companies as either easy or hard to work with.
Based on a study of 10,000 U.S consumers, the 2018 Temkin Effort Ratings study evaluated the customer experience of 318 companies across 20 industries. Wegmans earned the highest rating (90 percent), followed closely by Subway, Citizens Bank, Ace Hardware and Wawa Food Markets at 89 percent, and USAA, credit unions and Publix at 88 percent.
At the other end of the spectrum, Spirit Airlines earned the lowest ratings (43 percent), just slightly behind Medicaid (45 percent) and CarMax (46 percent).
“Every company should make it a priority to be as easy as possible to work with. Unfortunately there are many companies—and even entire industries—that completely miss the mark,” said Bruce Temkin, managing partner of Temkin Group.
Other highlights from the study include:
- On average, supermarkets, fast food chains and retailers earned “excellent” ratings (above 80 percent). Health plans and TV/Internet service providers earned “poor” scores (below 60 percent).
- Ten companies earned ratings that are 10 or more points above their industry averages: Dish Network, USAA, Southern California Gas Company, TriCare, Whirlpool, Citizens, National Car Rental, Florida Power & Light, Georgia Power and Southwest Airlines.
- Seven companies earned ratings that are 15 or more points below their industry averages: Spirit Airlines, HSBC, CarMax, Fujitsu, Hitachi, DHL and Days Inn.
- Between 2017 and 2018, three companies increased by more than 10 points: MetroPCS, Avis and Showtime. Five companies declined by 12 points or more: HSBC, CarMax, BMW, Fujitsu and Dollar Car Rental.
- At an industry level, banks and streaming media improved the most over the previous year, while auto dealers and utilities declined the most.
In its eighth year of publication, the 2018 Temkin Effort Ratings examined customer experience across 20 industries: computers and tablets, insurance, investments, credit cards, health plans, tv/internet service, streaming media, wireless, airlines, hotels and rooms, retailers, fast food, rental cars and transport, supermarkets, parcel delivery, tv and appliances, auto dealers, software firms, and utilities.