The US Companies With the Best – and Worst – Web Experience Ratings

TemkinGroup-Top-and-Bottom-Cos-Web-Experience-Ratings-Aug2016Customer experience is a hot topic these days, and marketers around the world believe that the web experience is the most central touchpoint of the overall customer experience. Newly-released data from the Temkin Group shows which US companies are doing best in providing their customers with a satisfying website experience.

For the consecutive year, USAA tops the list in its banking capacity, per the survey, which asked 10,000 consumers to rate their satisfaction with their most recent interaction with the websites of 257 companies. USAA’s leading Web Experience Rating of 76% was obtained by taking the percentage of consumers who rated their experience a top-2 box score on a 7-point scale and then subtracting the percentage who gave them a bottom-3 score.

Close behind USAA were Regions Bank (75%) and Amazon.com (also 75%), with USAA coming in 4th again for its role as an insurance carrier (73%) and Amazon rounding out the top 5 for its Kindle (73%).

Half of the top 10-rated companies are in the banking sector, which had the highest average rating of all industries and was the only to earn a “strong” average rating. That’s a good results for the industry, which is becoming more reliant on digital channels to appeal to youth.

In fact, the second- and third-highest rated industries on average also belonged to the financial sector, with credit card issues and investment firms taking those two positions, respectively.

Retailers also fared well as the 4th-most highly rated industry, led by Amazon (#2 brand overall), QBC (#6), and eBay (#14).

It was the opposite story for TV service providers and internet service providers, both of which generated ratings that saw them in the “very weak” category. These providers continue to be among the lowest-rated in overall customer satisfaction, according to research from the American Customer Satisfaction Index (ACSI).

Health plans also fared poorly, almost on the cusp of being in the “very weak” category, with Health Net taking the dubious distinction as the company with the worst Temkin Web Experience Rating of all 257 measured.

See the above chart for the best and worst performers, and the blog post from the Temkin Group for more highlights from the report.

About the Data: The Temkin Group data was collected from an online survey of 10,000 US consumers during Q1 2016.

Temkin Group describes its Web Experience Ratings as follows:

“The Temkin Web Experience Ratings are based on asking consumers the following question about companies with whom they’ve interacted with online during the previous 60 days: Thinking back to your most recent interaction with the websites of these companies, how satisfied were you with the experience? Consumers answered the question on a scale from 1= ‘Very dissatisfied’ to 7= ‘Very satisfied.’ Temkin Web Experience Ratings 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.”