When it comes their overall customer experience, some investors ranked credit unions higher than several of the country's biggest firms.
According to the 2012 Temkin Experience Ratings, credit unions garnered a 65% mark by respondents in being able to meet their needs in three areas: functional – does the company meet consumers' needs, accessible – how easy is it for consumers to do what they are trying to do and emotional – how do consumers feel about their interactions with companies.
Consumer research firm Temkin said it rated the customer experience at 206 companies across 18 industries.
Credit unions ranked ahead of ING Direct, which had 62%, E*Trade and Merrill Lynch, both at 59%; Morgan Stanley Smith Barney and TD Ameritrade, both at 57%; and Wells Fargo Advisors at 54%.
Credit unions, along with Fidelity Investments, received the highest emotional ratings, while Wells Fargo Advisers received the lowest, according to the survey.
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