Fidelity Investments Leads Investment Firms in Customer Experience

We recently released the 2015 Temkin Experience Ratings that ranks the customer experience of 293 companies across 20 industries based on a survey of 10,000 U.S. consumers.

Here are some highlights from investment firms:

  • The investment industry’s average declined sharply over the past year, down from 67.7% in 2014 to 64.0% in 2015. The industry tied for 9th place out of the 20 industries we evaluated.
  • Despite dropping by three percentage-points, Fidelity Investments earned the highest average of any investment firm, scoring 72% and place 89th out of 293 companies. This is the second year in a row that Fidelity took the top spot; although, it still took second place every year between 2011 and 2013. Charles Schwab took 2nd place int e industry with a Rating of 69%.
  • Capital One 360 spent its first year in the Ratings at the bottom of the investment industry, scoring 55% and placing 245th out of 293 companies.
  • Of the 12 companies we looked at both last year and this year, only three improved their ratings. Scottrade improved the most, going up eight percentage-points since 2014, while Wells Fargo Advisors went up by four points and Merrill Lynch improved by two points.
  • Nine companies decreased their rating between 2014 and 2015. The companies that dropped the most were TD Ameritrade (-14 percentage-points), E*TRADE (-9 points), Edward Jones (-8 points), and Charles Schwab (-6 points).
  • Since 2014, TD Ameritrade’s three component score declined more than any other investment firm’s. Its success score dropped by 14 percentage-points between 2014 and 2015, while its effort score dropped by 12 points and its emotion score dropped by 15 points.
  • Since 2014, Scottrade’s three component scores improved more than any other company’s. Its success score improved by eight percentage-points over the past year, its effort score improved by 10 points and its emotion score improved by nine points.
  • Capital One 360 fell furthest below the industry average for both the success and effort score.

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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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