Amazon and USAA On Top of 2013 Temkin Web Experience Ratings

We just released the third annual Temkin Web Experience Ratings of 211 companies across 19 industries based on a study of 10,000 U.S. consumers (see full list of firms).

Download entire dataset for $295

Company Results

Here are some company highlights:


  • For the third straight year, topped the Temkin Web Experience Ratings while USAA took the next two spots for its bank and insurance businesses.
  • Other companies at the top of the ratings are RegionsU.S. BankeBayAdvantage Rent A Carcredit unions, and QVC.
  • At the other end of the spectrum, MSNHealth NetEarthLink, and Cablevision earned the lowest ratings.
  • Only 6% of companies earned “strong” or “very strong” ratings, while 63% earned “weak” or “very weak” ratings.
  • and USAA’s insurance business earned ratings that were 20 points above their industry averages and eight other companies were at least 10 points above their peers: Kaiser Permanente, Advantage Rent A Car, eBay, QVC, USAA (bank), Sonic Drive-In, Charles Schwab, and Fidelity Investments.
  • Health Net and RadioShack earned ratings that were 20 points or more less than their industry averages and six other companies were at least 15 points below their peers: 21st Century, American Family, Days Inn, Taco Bell, and Kmart.

Temkin Group examined year-over-year results for the 154 companies that were in the 2012 and 2013 ratings and found that:

  • Forty-one percent of companies improved, while 53% declined.
  • Over half of the companies that were in the 2012 and 2013 ratings earned lower scores this year.
  • Eight companies showed double-digit increases: Humana, Old Navy, U.S. Bank, Citibank, TriCare, Blue Shield of California, Toyota, and Safeway.
  • Twenty-one companies declined by at least 10 points and six companies dropped by more than 15 points: Southwest Airlines, MSN, United Airlines, ShopRite, Cablevision, and Bright House Networks.

Industry Results

Here are some industry highlights:


  • Banks earned the highest average Temkin Web Experience Ratings, followed by investment firms, retailers, credit card issuers, and hotel chains.
  • Five industries earned average ratings of “very weak” ratings: Internet service providers, TV service providers, airlines, health plans, and wireless carriers.
  • Seven industries improved between 2012 and 2013., while nine declined. Airlines suffered the most dramatic drop, losing 15 points.

Calculating the Temkin Web Experience Ratings

During January 2013, Temkin Group asked 10,000 U.S. consumers to identify the companies that they had interacted with on their websites during the previous 60 days. These consumers were asked the following question:

Thinking back to your most recent interaction with the websites of these companies,
how satisfied were you with the experience?

Responses from 1= “very dissatisfied” to 7= “very satisfied”

For all companies with 100 or more consumer responses, we calculated the “net satisfaction” score. The Temkin Web Experience Ratings are calculated by taking the percentage of consumers that selected either “6” or “7” and subtracting the percentage of consumers that selected either “1,” “2,” or “3.”

Download entire dataset for $295

Temkin Ratings website

To see all of the companies in the Temkin Trust Ratings as ell as all of our other Temkin Ratings and sort through the results, visit the Temkin Ratings website

The bottom line: Web experiences are heading in the wrong direction.

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

2 Responses to Amazon and USAA On Top of 2013 Temkin Web Experience Ratings

  1. Hi Bruce!

    Very interesting statistics. I am thinking about purchasing the dataset to get an insight on the entire data. Is there any data concerning customer satisfaction with the USAA customer services? I would be especially interested in that.

    Warm Regards, John

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