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Temkin'Group'Insight'Report
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2014'Temkin'Experience''
Ratings'

H.E.B.%and%Trader%Joe’s%Top%Ratings%of%268%U.S.%
Companies%Across%19%Industries
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By%Bruce'Temkin
Customer%Experience%Transformist%%
&%Managing%Partner%
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Temkin'Group'
March%2014
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Temkin'Group! info@temkingroup.com! (617)!91672075! www.temkingroup.com! Buyer: Brendan Langan (brendan.langan@gmail.com)
Transaction ID: jg-­nzani67467ceec4

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Executive'Summary'
In!our!2014!Temkin!Experience!Ratings,!H.E.B.!earned!the!top!spot,!followed!by!Trader!
Joe’s,!Chick7fil7A,!and!Publix.!This!cluster!of!grocers!and!fast!food!chains!at!the!top!of!the!list! exemplifies!the!dominance!of!these!two!industries!in!our!ratings;!they!together!claim!15!of! the!top!21!spots.!We!asked!10,000!U.S.!consumers!to!rate!their!recent!interactions!with!268! companies!across!19!industries.!Consumers!evaluated!their!experiences!with!these!firms! across!three!dimensions:!functional,+accessible,+and+emotional.!On!an!industry!level,!grocery! chains,!fast!food!chains,!parcel!delivery!services,!retailers,!and!banks!all!earned!“good”! ratings!on!average,!whereas!TV!service!providers,!health!plans,!Internet!service!providers,! and!rental!car!companies!received!“poor”!ratings!on!average.!We!also!compared!individual! companies!to!their!industry!averages!and!found!that!Kaiser!Permanente,!USAA!(insurance),!
A!credit!union,!Southwest!Airlines,!and!Regions!all!outperformed!their!peers!by!more!than!
10!percentage!points.!Meanwhile,!DHL,!HSBC!(credit!cards),!Chrysler,!US!Cellular,!Coventry!
Health!Care,!and!HSBC!(bank)!each!fell!15!percentage!points!or!more!below!their!
competitors.!Between!2013!and!2014,!credit!card!issuers!increased!their!rating!the!most! dramatically,!while!hotel!chains!decreased!their!ratings!most!steeply.!Of!all!companies,! EarthLink,!Regions,!and!Humana!improved!the!most!over!the!past!year.!

H.E.B'and'Trader'Joe’s'Earn'the'Top'Spots'in'2014'Temkin'Experience'Ratings'
To!evaluate!the!quality!of!the!experiences!that!U.S!companies!deliver!to!their!customers,!we!
surveyed!10,000!U.S.!consumers!about!their!recent!interactions!with!organizations.1!We!then!used! this!consumer!feedback!to!create!our!fourth!annual!Temkin!Experience!Ratings!by:! 

Examining'three'elements'of'the'experience.'We!asked!consumers!to!rate!their! experiences!with!different!companies!over!the!past!60!days.!These!questions—evaluated!on! a!seven7point!scale—covered!the!three!components!of!an!experience:!functional,+accessible,+ and!emotional!(see!Figure!1).!! 

Only'analyzing'data'from'companies'with'more'than'100'respondents.!Although! consumers!rated!a!multitude!of!companies!for!our!survey,!we!only!analyzed!those!that! received!at!least!100!consumer!responses.!Ultimately,!we!examined!data!from!268! companies!across!19!industries!(see!Figure!2).! 

Calculating'the'component'ratings.!We!developed!ratings!for!each!of!the!three! components!of!experience—functional,+accessible,+and!emotional—by!subtracting!the! percentage!of!consumers!who!rated!a!company!poorly!from!the!percentage!of!consumers! who!gave!the!company!a!high!rating.2! 

Calculating'the'overall'ratings.!We!found!the!Temkin!Group!Rating!for!each!company!by! averaging!the!ratings!of!the!three!experience!components.!!' !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
1!Data!come!from!the!Temkin!Group!Q1!2014!Consumer!Benchmark!Survey—an!online!study!of!10,000!U.S.!
consumers!completed!during!January!2014.!Survey!respondents!were!representative!of!the!U.S.!Census!based! on!quotas!for!age,!income,!ethnicity,!and!geographic!region.! 2!We!describe!the!methodology!for!calculating!the!Temkin!Experience!Ratings!at!the!end!of!this!document.!

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Food'Services'Dominate'the'Top'of'the'Ratings'
We!examined!the!Temkin!Experience!Ratings!for!268!companies!from!19!industries!and!found!that:!


H.E.B'and'Trader'Joe’s'lead'the'pack'of'grocers'and'fast'food'chains.'Grocers!and!fast! food!chains!dominate!the!Temkin!Experience!Ratings,!with!H.E.B!and!Trader!Joe’s!claiming! the!top!two!spots!and!Chick7fil7A!and!Publix!coming!in!closely!behind!(see!Figures!3!and!4).!
Overall,!grocery!chains!fill!eight!of!the!top!21!spots,!while!fast!food!chains!fill!seven!of!the!
top!spots.!Four!banks!and!two!retailers!account!for!the!rest!of!the!top!companies.!!'



Health'plans'receive'the'lowest'ratings.'Health!plans!took!the'bottom!four!spots!with!
Coventry!Health!Care,!Empire!(BCBS),!Highmark!(BCBS),!and!Medicaid.!Overall,!five!of!the!
bottom!18!companies!are!health!plans,!four!are!hotels,!three!are!TV!service!providers,!and!a! mixture!of!other!industries!account!for!the!rest.!' 

Customer'experience'is'staying'relatively'steady.'We!compared!this!year’s!results!with! survey!responses!from!the!past!three!years!and!found!that—like!in!2013—37%!of! companies!earned!a!“good”!or!“excellent”!rating!(see!Figure!5).!Compared!with!2013,!today! more!companies!deliver!“excellent”!customer!experience,!but!fewer!companies!deliver! “good”!customer!experience.!Across!the!three!components,!companies!decreased!a!little!bit! in!both!the!functional!and!accesible!categories,!but!increased!slightly!in!the!emotional!area.!! Grocery'Chains'are'the'Top'Industry'and'TV'Services'are'the'Bottom'Industry'
We!assessed!the!Temkin!Experience!Ratings!of!19!industries!and!uncovered!that:!


Five'industries'are'“good.”!Although!the!individual!company!scores!vary!widely,!overall! grocery!chains!earned!the!highest!average!industry!rating!(see!Figure!6).!Fast!food!chains,! parcel!delivery!services,!retailers,!and!banks!each!also!received!an!average!industry!rating! of!“good.”!At!the!other!end!of!the!spectrum,!TV!service!providers,!health!plans,!Internet! service!providers,!and!rental!cars!all!have!“poor”!average!ratings.!!



USAA'leads'in'two'industries.!We!examined!the!best!and!worst!companies!in!each! industry!and!found!that!USAA!earned!the!highest!ratings!in!two!industries:!credit!card! issuers!and!insurance!carriers!(see!Figure!7).!Additionally!of!note,!the!lowest7rated!fast!food! company—Orange!Julius—still!recieved!higher!marks!than!most!of!the!other!industries’!top! companies.!!



Kaiser'Permanente'outperforms'its'competitors.'We!compared!the!scores!of!individual! companies!to!the!average!scores!of!their!industries!and!found!that!Kaiser!Permanente! earned!ratings!11!percentage!points!higher!than!the!average!health!plan!(see!Figure!8).!
USAA!for!insurance!carriers,!A!credit!union!and!Regions!for!banks,!and!Southwest!Airlines!
for!airlines!each!also!received!ratings!10!percentage!points!higher!than!their!industry! norms.! 

DHL'falls'far'behind'its'peers.!DHL!lags!20!percentage!points!behind!the!parcel!delivery! industry!average,!while!HSBC!for!credit!cards!issuers,!Chrysler!for!auto!dealers,!US!Cellular! for!wireless!carriers,!Coventry!Health!Care!for!health!plans,!and!HSBC!for!banks!all!fall!15! percentage!points!or!more!below!their!respective!industry!averages.!! %
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Examining'Functional,'Accessible,'and'Emotional'Experience'Ratings'
We!examined!the!three!components!of!the!Temkin!Experience!Ratings—functional,+accessible,+and!
emotional—for!each!company!and!discovered!that:!


Emotional'experience'is'the'weakest'component.'Across!all!19!industries,!the!scores!of! the!emotional!experience!fall!well!below!the!scores!of!both!the!functional!and!accessible! components!(see!Figure!9).!In!fact,!grocery!chains!and!fast!food!chains!are!the!only! industries!in!which!the!emotional!experience!comes!even!close!to!approaching!an!“okay”! rating.!And!just!seven!of!the!nineteen!industries—banks,!credit!card!issuers,!fast!food! chains,!grocers,!insurance!carriers,!parcel!delivery!services,!and!retailers—have!both! accessible!and!functional!scores!that!are!“okay”!or!better.!



H.E.B.'and'Regions'offer'the'top'functional'experience.'Led!by!H.E.B.!and!Regions,!57! companies!earned!“excellent”!ratings!(80%!or!above)!for!the!functional!component!of!their! experiences!(see!Figure!10).!In!contrast,!Coventry!Health!Care!received!the!only!“very!poor”! rating!(below!50%)!for!functional!experience,!while!27!other!companies!earned!“poor”! ratings!(between!50%!and!60%).!



H.E.B.'provides'the'most'accessible'experience.'Of!the!61!companies!that!received!an!
“excellent”!rating!for!the!accessible!component!of!their!experience,!H.E.B.!earned!the!top!
spot!(see!Figure!11).!Medicaid!had!the!lowest!accessible!rating!and!is!joined!on!the!bottom! by!seven!other!“very!poor”!performers:!Empire!(BCBS),!Coventry!Health!Care,!Highmark! (BCBS),!Motel!6,!Super!8,!Residence!Inn,!and!Hitachi.!Thirty7four!other!companies!scored!
“poor”!ratings!on!their!accessible!experience.!!



H.E.B.'delivers'the'best'emotional'experience.'H.E.B.!is!the!only!company!to!earn!an!
“excellent”!rating!for!its!emotional!experience!(see!Figure!12).!Trader!Joe’s!followed!closely!
behind!as!one!of!the!15!companies!that!earned!a!“good”!rating!for!this!component.!At!the! bottom!of!the!list,!Empire!(BCBS)!lead!the!48!companies!with!“very!poor”!ratings,!while! another!110!companies!scored!“poor”!ratings!in!this!area.!!

How'the'Results'Changed'Between'2011'and'2014'
We!examined!how!company!ratings!changed!for!the!243!organizations!that!appeared!in!both!the!
2013!and!2014!Temkin!Experience!Ratings.!We!also!compared!the!ratings!of!the!12!industries!that! have!been!represented!in!our!findings!every!year!since!the!inception!of!our!Temkin!Experience! Ratings!in!2011.!We!found!that:!


Credit'card'issuers'improved,'while'hotels'declined.'Of!the!19!industries!that!appeared! in!both!the!2013!and!the!2014!Temkin!Experience!Ratings,!the!scores!of!15!of!them! increased!from!last!year!to!this!year!(see!Figure!13).!Credit!card!issuers!gained!the!most! percentage!points!over!the!past!year!with!an!average!increase!of!4.1!points.!Meanwhile,! hotel!chains!dropped!a!significant!5.4!percentage!points,!the!largest!decline!of!the!four! companies!whose!scores!decreased.!Of!the!12!industries!that!we!have!analyzed!every!year! for!the!past!four!years,!five!of!them!have!made!steady!gains!each!year:!banks,!computer! makers,!credit!card!issuers,!health!plans,!and!insurance!carriers.!' 

EarthLink,'Regions,'and'Humana'improved'the'most.'Of!the!243!companies!that!were! included!in!both!the!2013!and!2014!Temkin!Experience!Ratings,!117!firms!(48%)!improved! %
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their!scores!at!least!slightly!(see!Figure!14).!EarthLink,!Regions,!and!Humana!most! significantly!increased!their!ratings,!but!Morgan!Stanley!Smith!Barney!and!Capital!One!also! saw!double7digit!improvements!to!their!scores!over!the!past!year!(see!Figure!15).'


Coventry'Health'Care'declined'dramatically.'Coventry!Health!Care’s!rating!decreased!by!
18!percentage!points,!the!most!of!any!company.!US!Cellular,!Marriott,!Fifth!Third,!and!
Chrysler’s!scores!all!decreased!by!more!than!10!points!since!2013.!'

Calculating'the'Temkin'Experience'Ratings''
We!calculated!the!Temkin!Experience!Ratings!for!each!company!by!(see!Figure!16):!


First,!for!each!separate!component!(functional,+accessible,+and!emotional),!we!analyzed!the! percentage!of!consumers!who!gave!the!company!a!good!score!(“6”!or!“7”)!and!the!percent! who!gave!the!company!a!bad!score!(“1,”!“2,”!or!“3”).!



Second,!within!each!individual!component,!we!subtracted!the!percentage!of!bad!scores!from! the!percentage!of!good!scores,!which!resulted!in!three!separate!ratings!for!each!company.! 

Finally,!we!averaged!these!three!component!scores!for!each!company!to!generate!that!firm’s!
Temkin!Experience!Rating.!'

The'Path'to'Customer'Experience'Excellence'
The!Temkin!Experience!Ratings!show!that!most!companies!have!a!long!way!to!go!before!they!reach!
the!highest!levels!of!customer!experience!maturity!(see!Figure!17).!Although!any!company!can! improve!narrow!segments!of!its!customer!experience,!creating!lasting!differentiation!requires!more! than!just!strong!ambitions!and!superficial!changes.!Our!research!shows!that!long7term!success! requires!companies!to!build!and!sustain!four!customer!experience!competencies:3! 

Purposeful'Leadership:'Operate!consistently!with!a!clear!set!of!values.''



Employee'Engagement:'Align!employees!with!the!goals!of!the!organization.''



Compelling'Brand'Values:'Deliver!on!your!brand!promises!to!customers.'



Customer'Connectedness:'Infuse!customer!insight!across!the!organization.'
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To see and sort through the data for all Temkin Ratings, visit www.TemkinRatings.com

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3!See!the!Temkin!Group!report!The+Four+Customer+Experience+Core+Competencies!(January!2013).!
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Six Stages of Customer Experience Maturity

1. Ignore

Organization does not focus on customer experience management and does not view customer experience as core part of its value proposition.

2. Explore

Executive(s) recognizes that customer experience is important and selects a temporary group to examine how to make improvements.

3. Mobilize

Organization appoints a full-time executive to lead its CX efforts and that person builds a CX team, develops a CX roadmap, and makes small changes to customer interactions.

4. Operationalize

Clear CX governance structure in place and organization starts redesigning cross-functional operational processes.
Internal communications becomes a critical activity.

5. Align

CX metrics are integrated into executive scorecards and business operational reviews while CX behaviors are reinforced across the organization including HR processes like competency models, hiring criteria, on-boarding processes, training, and performance reviews.

6. Embed

CX is integral part of company culture and not managed as a separate activity or focus area.

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About'the'Author,'Bruce'Temkin'
Bruce!Temkin!is!a!Customer!Experience!Transformist!&!Managing!Partner!of!Temkin'Group.!He!is!
also!the!co7founder!and!Chair!of!the!Customer'Experience'Professionals'Association!(cxpa.org).!!
Bruce!is!widely!viewed!as!a!leading!expert!in!how!organizations!build!differentiation!through!
customer!experience.!He!has!worked!with!hundreds!of!large!organizations!on!the!strategies,! operational!processes,!organizational!structures,!leadership,!and!culture!required!to!sustain! superior!customer!relationships.!
Bruce’s!research!focuses!on!identifying!current!and!emerging!best!practices.!He!has!published!
seminal!reports,!such!as!The+ROI+of+Customer+Experience,!The+Future+of+Customer+Experience,!and!
The+Four+Customer+Experience+Core+Competencies.!He!uses!this!insight!to!advise!companies!on!their!
customer!experience!journeys,!identifying!opportunities!for!sustainable!breakthrough! performance.!! Bruce!is!the!author!of!the!popular!blog!Customer+Experience+Matters®!where!he!regularly!posts! insights!on!topics!such!as!customer!experience,!branding,!leadership,!and!employee!engagement.! His!eBook—Six+Laws+of+Customer+Experience—which!is!available!for!free!on!the!blog,!has!been! downloaded!by!tens!of!thousands!of!people!around!the!world.4! Prior!to!forming!Temkin!Group,!Bruce!was!Vice!President!&!Principal!Analyst!with!Forrester!
Research.!During!his!12!years!with!Forrester,!he!led!the!company's!business7to7business,!financial!
services,!e7business,!and!customer!experience!practices.!Bruce!was!Forrester’s!most7read!analyst! for!13!consecutive!quarters!and!remains!one!of!the!most!respected!analysts!in!the!industry.! Bruce!authored!several!of!Forrester’s!most!popular!research!reports,!including!Experience@Based+
Differentiation,!The+Customer+Experience+Journey,!and!Voice+Of+The+Customer:+The+Next+Generation.!
He!created!Forrester’s!Customer!Experience!Index!and!Voice!of!the!Customer!Award!and!also!led! the!creation!and!expansion!of!many!of!Forrester’s!experience!evaluation!methodologies!and! training!workshops.!
Prior!to!Forrester,!Bruce!co7founded!and!led!a!couple!of!Internet!start7ups.!He!also!held!
management!positions!with!GE,!Stratus!Computers,!and!Fidelity!Investments.!
Bruce!has!been!widely!quoted!in!the!press,!including!media!outlets!such!as!The!New!York!Times,!
Wall!Street!Journal,!and!Business!Week.!
Bruce!is!a!highly!demanded!public!speaker!who!combines!deep!expertise!with!an!engaging,!
entertaining!style.!He!has!delivered!keynote!speeches!at!hundreds!of!industry!and!corporate!events! and!is!often!recognized!as!one!of!the!top!speakers.! Bruce!holds!a!master’s!degree!from!the!MIT!Sloan!School!of!Management,!where!he!concentrated!in! business!strategy!and!operations.!He!also!holds!an!undergraduate!degree!in!mechanical! engineering!from!Union!College.!
!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
4!Customer+Experience+Matters!is!a!registered!trademark!of!Temkin!Group.!
%
%
Copyright%©2014%Temkin%Group.%All%rights%reserved.%
!

Page%23%

Buyer: Brendan Langan (brendan.langan@gmail.com)
Transaction ID: jg-­nzani67467ceec4

TEMKIN GROUP OVERVIEW

TEMKIN GROUP IS BASED ON FOUR CORE BELIEFS:
CX drives loyalty. Our research and work with clients demonstrates that interactions with customers influence both how much business they’ll do with you in the future and how often they recommend you to others.
CX is a journey, not a project. Building the capabilities to consistently delight customers doesn’t happen overnight. Companies need to plan for a multi-year change program.
Temkin Group is a leading customer experience (CX) research and consulting firm.
We help many of the world’s largest brands lead their transformational journeys towards customer-centricity and build loyalty by engaging the hearts and minds of their customers, employees, and partners.

Improvement requires systemic change. Companies can improve isolated customer interactions, but they can’t gain a competitive advantage until customer experience is embedded into their operational processes and culture.
We can help you make a difference. Transformation isn’t easy, but becoming more customer-centric is worth the effort. We help our clients accelerate their results and avoid many of the stumbling blocks along the way.

HOW WE ARE DIFFERENT:
Temkin Group combines thought leadership and benchmark data with a deep understanding of the dynamics of organizations, which enables us to accelerate customer experience results and help companies build the four competencies that are required to sustain long-term success.
Purposeful Leadership
Do your leaders consistently operate with a clear, well-articulated set of values?

Customer Connectedness
Is customer feedback and insight deeply integrated throughout your internal processes? CX CORE
COMPETENCIES

Compelling Brand Values
Are your brand attributes driving decisions about how you treat customers and other stakeholders?

Employee Engagement
Are employees fully committed to the goals of your organization?

HOW WE CAN HELP:
Temkin Group provides a number of different services including:
Research and Advisory Subscriptions. Access to all of our research on trends, best practices, and benchmark data as well as the option to ask questions or seek feedback on your efforts.

48 White Oak Road
Waban, MA 02468
617/916-2075 tel
617/663-6124 fax www.temkingroup.com CX Planning and Innovating. We’ll examine your organization’s goals and make sure that you have the right plans and priorities for CX, whether you’re just starting the journey or looking to take your CX efforts to a much higher level.
Engaging Workshops and Training. We deliver interactive workshops to help your organization understand the importance of CX and what it takes to achieve long-term success. We run workshops for executive teams, extended leadership groups, CX organizations, and broader sets of employees.
Compelling Speeches. If you’re planning a meeting or an offsite event, we’ll infuse compelling
CX content into the event. We can engage your audience on a wide range of topics related to customer experience, focusing on elements of our four customer experience competencies.

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