USAA and Publix Top 2016 Temkin Forgiveness Ratings

We just published the 2016 Temkin Forgiveness Ratings, the sixth year of the ratings. It uses feedback from 10,000 U.S. consumers to rate the willingness of consumers to forgive 294 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)

USAA ‘s banking business and Publix took the top spots in the 2016 Temkin Forgiveness Ratings. USAA (credit cards), (for retail and computer & tablets), Food Lion, H-E-B, Wawa Food Markets, and Kroger fill out the top spots.

Comcast (for both TV service and Internet service) earned the lowest Temkin Forgiveness Ratings. Other firms on the bottom of the ratings are Charter Communications (TV service and Internet service), Motel 6, Health Net, Time Warner Cable (TV service and Internet service), Cox Communications and Anthem.


Additional highlights of the 2016 Temkin Forgiveness Ratings:

  • Supermarkets and retailers earned an average rating of “strong,” while Internet service providers and TV service providers earned “very weak” ratings.
  • USAA‘s banking and credit card businesses earned ratings that are more than 20 points above their industry averages, and five other firms are 15 or more points above their industry averages: Alabama Power Company (utilities), (computers & tablets), Mercedes-Benz (auto dealers), USAA (insurance), and Morgan Stanley Smith Barney (investment).
  • Motel 6’s ratings are 28 points below the hotel average, and six other firms have ratings that are 15 or more points below their industry averages: Citibank (banks), Quality Inn (hotels), Super 8 (hotels), Mazda (auto dealers), McAfee (software), and Stop & Shop (supermarkets).
  • Con Edison of NY and RadioShack improved by more than 20 points between 2015 and 2016. Seven other firms improved by more than 10 points: 21st Century, Coventry Health Care, Hyatt, Mercedes-Benz, Nationwide, US Airways, and Holiday Inn Express.
  • GM dropped 20 points from 2015 and eight other companies dropped by more than 15 points: Home Depot, Mazda, Motel 6, American Family, Sun Trust Bank, TriCare, Scottrade, and Medicaid.

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***

1604_ForgivenessRatings_Industry 1604_ForgivenessRatings_IndustryLeadersLaggards 1604_ForgivenessRatings_AboveBelowIndustry 1604_ForgivenessRatings_IncreaseDecrease


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 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 (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.

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