Charles Schwab and Fidelity Investments Lead Investment Industry in 2014 Temkin Experience Ratings

We recently released the 2014 Temkin Experience Ratings that ranks the customer experience of 268 companies across 19 industries based on a survey of 10,000 U.S. consumers.

Charles Schwab and Fidelity Investments earned a 75% rating—only narrowly surpassing TD Ameritrade—and tied for 49th place overall out of 268 companies across 19 industries. These two firms are no strangers to the top of the rankings; Charles Schwab has been the highest-rated investment firm for three years in a row now, and Fidelity Investments maintained a second-place ranking from 2011 to 2013 before taking the top spot this year. At the other end of the spectrum, Scottrade and Wells Fargo Advisors tied for the lowest-rated investment firm, both landing in 208th place overall with a rating of 58% each. While this is Scottrade’s first stint on the bottom, Wells Fargo Advisors was also ranked as the lowest firm in 2011 and 2012.

Download entire dataset for $395

InvestmentsA
Here are some additional findings from the investment industry:

  • The ratings of all investment firms in the 2014 Temkin Experience Ratings are as follows: Charles Schwab (75%), Fidelity Investments (75%), TD Ameritrade (73%), Vanguard (72%), Edward Jones (71%), A credit union (69%), Ameriprise Financial (68%), E*TRADE (66%), Morgan Stanley Smith Barney (65%), ING Direct (63%), Merrill Lynch (61%), Wells Fargo Advisors (58%), and Scottrade (58%).
  • Morgan Stanley Smith Barney (+11 points), E*Trade (+8 points), and A credit union (+5 points) improved their ratings the most between 2013 and 2014.
  • Scottrade (-5 points), Merrill Lynch (-2 points), Ameriprise Financial (-1 point) and Wells Fargo Advisors (-1 point) were the only investment firms whose ratings declined between 2013 and 2014.
  • Overall, the investment industry averaged a 68% rating in the 2014 Temkin Experience Ratings and tied for 6th out of 19 industries. It was also one of the 15 industries to improve its rating over the past year, increasing its average by 2.9 percentage points.

Here are how the companies performed on each of the three components of the Temkin Experience Ratings, compared with the industry average:

InvestmentsB

Download entire dataset for $395

To see all of the Temkin Ratings (Experience, Trust, Forgiveness, Customer Service, and Web Experience), visit the Temkin Ratings websiteTemkin Ratings website

About Bruce Temkin, CCXP
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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