Credit Unions, USAA, and Regions Earn Top Customer Experience Ratings for Banks

Temkin Experience Ratings

We recently released the 2016 Temkin Experience Ratings that ranks the customer experience of 294 companies across 20 industries based on a survey of 10,000 U.S. consumers.

Credit unions, USAA, and Regions deliver the best customer experience in the banking industry, according to the 2016 Temkin Experience Ratings, an annual customer experience ranking of companies based on a survey of 10,000 U.S. consumers.

Credit unions took the top spot in the banking industry for the fifth year in a row, earning a rating of 77% and placing 7th overall out of 294 companies across 20 industries. USAA and Regions tied for second place, each receiving a rating of 75% and an overall rank of 12th. Three other banks earned “good” ratings (above 70%): Capital One 360, TD Bank, and PNC.

Meanwhile at the bottom of the list, Citibank has the lowest score of out of 15 banks in the ratings (56%), and it placed 190th overall. Citizens was not far ahead as it received a 60% rating and came in 153rd place overall.


Of the 15 banks we looked at, not a single one improved its rating over the past year. Citizens dropped the most, falling 12 points between 2015 and 2016.

Overall, the banking industry averaged a 67% rating in the 2016 Temkin Experience Ratings and tied for 4th place out of 20 industries. The average rating of the industry decreased by four percentage points between 2015 and 2016, dropping from 71% to 67%.

Here are some additional findings from the banking industry:

  • The ratings of all banks in the 2016 Temkin Experience Ratings are as follows: A credit union (77%), USAA (75%), Regions (75%), Capital One 360 (71%), TD Bank (70%), PNC (70%), SunTrust Bank (68%), S. Bank (68%), Chase (67%), Capital One (66%), Fifth Third (65%), Wells Fargo (64%), Bank of America (63%), Citizens (60%), and Citibank (56%).
  • No bank improved its rating between 2015 and 2016. Citizens (-12 points), USAA (-7 points), Chase (-6 points), and Citibank (-6 points) declined by the most percentage points between 2015 and 2016.

1605_Banks_IndustryAv 1605_Banks_Overall

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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