USAA and H.E.B. Top 2014 Temkin Forgiveness Ratings

We just published the 2014 Temkin Forgiveness Ratings, the fourth year of the ratings. It uses feedback from 10,000 U.S. consumers to rate 268 organizations across 19 industries. Congratulations to USAA and H.E.B., which earned the top ratings.

Download dataset for $295

USAA’s banking business tied for the top spot, while its credit card and insurance businesses were the next two highest rated organizations. There is a sizeable nine-point gap between these leaders and the next companies on the list. Rounding out the top 15 companies in the ratings are, BMW dealers, Chick-fil-A, Apple (for software and retail), QVC, Costco, Lexus, Trader Joe’s, Fujitsu, and Publix.

Ten of the bottom twelve organizations in the Temkin Forgiveness Ratings belong to firms that show up twice Charter Communications, Comcast, and Time Warner Cable are in the bottom group for their Internet service and TV service businesses. HSBC and Citibank are in the bottom group with their banking and credit card businesses. The remaining two companies at the low end of the ratings are Highmark and US Cellular.

1404_TFR_TopBottomHere’s how the industries compare with each other:


We also compared the 2013 and 2014 Temkin Forgiveness Rating, here’s some of what we found:

  • Led by retailers and banks, 16 of the 19 industries earned higher ratings in 2014 than they did in 2013. Rental cars and hotels are the only industries to decline.
  • Five companies improved their ratings by at least 20 points between 2013 and 2014: Apple Store, TD Bank, Cox Communications, ING Direct, and Best Buy.
  • Six companies earned ratings that declined by more than 12 points: Scottrade, Blackboard, Advantage RAC, Coventry Health Care, Avis, and Crowne Plaza.


The data was collected from an online survey of 10,000 U.S. consumers during January 2014. Quotas were set to mirror the U.S. census data for age, income, gender, ethnicity, and geographic regions of the U.S. population.

The Temkin Forgiveness Ratings are based on asking consumers the following question about companies with whom they’ve interacted during the previous 60 days: “How likely are you to forgive these companies if they deliver a bad experience?” Potential responses range from 1= “extremely unlikely” to 7= “extremely likely.” Temkin Forgiveness Rating for a company is calculated by taking the percentages of consumers who respond with a 6 or 7 and subtracting the percentage who responded with 1, 2, or 3.

Download dataset for $295

Temkin Ratings website
You can view a sortable list of results from the Temkin Forgiveness Ratings as well as other ratings on the Temkin Ratings website.


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.

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