H-E-B and Credit Unions Top 2015 Temkin Trust Ratings

We just published the 2015 Temkin Trust Ratings, the fifth year of the ratings. It uses feedback from 10,000 U.S. consumers to rate the level of trust that consumers have with 293 organizations across 20 industries (see .pdf with full list). You can see all of the company data on the Temkin Ratings website.

Download dataset for $295 (see sample file)

H-E-B and credit unions took the top spots in the 2015 Temkin Trust Ratings, while USAA took three of the next four spots for its banking, insurance, and credit card business. Publix rounds out the top six firms.

Comcast earned the lowest two spots in the Temkin Trust Ratings for its TV service and Internet service businesses. Also at the bottom of the list are Charter Communications, Coventry Health Care, Time Warner Cable (for both its TV service and Internet service businesses), Consolidated Edison of NY, Cox Communications, and Spirit Airlines.

***See how your company can reference these results
or display a badge for top 10% and industry leaders***


Only 6% of firms earned “excellent” ratings (above 70%) and 28% earned “good” ratings (60% to 70%). At the other end of the spectrum, 9% of firms earned “very poor” ratings (below 40%) and 22% earned “poor” ratings (40% to 50%).

With average 2015 Temkin Trust Ratings of 67%, supermarket chains earned the highest level of trust. Three other industries earned “good” trust ratings: insurance carriers, retailers, and parcel delivery services. TV service providers (32%) and Internet service providers (34%) earned average scores in the “very poor” range, while wireless carriers, health plans, and utilities earned average scores in the “poor” range.


Here are some highlights of the 2015 Temkin Trust Ratings:

  • Three companies earned Ratings that were 21 points above their industry averages: USAA (credit cards), credit unions (banks), and TriCare (health plans). Seven other companies are more than 15 points above their industry averages: USAA (banks), Georgia Power (utilities), JetBlue (airlines), Optimum (Internet service), Kaiser Permanente (health plans), USAA (insurance), and Chick-fil-A (fast foods).
  • Eight companies are more than 15 points below their industry averages: Spirit Airlines (airlines), Coventry Health Care (health plans), Consolidated Edison of NY (utilities), 21st Century (insurance), RadioShack (retailers), Citibank (banks), United Airlines (airlines), and Bi-Lo (supermarkets).
  • Led by Residence Inn’s improvement of 22 points between 2014 and 2015, 41% of the firms that were in both years Ratings improved by at least 1 point. Five other firms gained more than 15 points over the previous year: Qwest, Hyatt, Panda Express, HSBC, and Holiday Inn Express.

Download dataset for $295 (see sample file)

***See how your company can reference these results
or display a badge for top 10% and industry leaders***



The data was collected from an online survey of 10,000 U.S. consumers during January 2015. 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 Trust Ratings are based on asking consumers the following question about companies with whom they’ve interacted during the previous 60 days: “To what degree do you TRUST that these companies will take care of your needs?” Potential responses range from 1= “do not trust at all” to 7= “completely trust.” Temkin Trust 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 (see sample file)

Temkin Ratings website
You can view a sortable list of results from the Temkin Trust 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.

2 Responses to H-E-B and Credit Unions Top 2015 Temkin Trust Ratings

  1. Do you have Trust Ratings for Auto Parts segment?

    • Bruce Temkin says:

      Arun, we don’t have a grouping for the “auto parts segment,” but ratings for AutoZone, Advanced Auto Parts, and O’Reilly Auto Parts are included in our retail segment.

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