When it comes to customer trust and experience, credit unions are No. 1, according to the 2015 Temkin Group's online surveys of 10,000 consumers.
Credit unions, ranked as a group under the banking industry, shared the top spot in the trust ratings with H-E-B, a grocery store chain that operates 340 stores across Texas and Mexico, according to the Temkin Group, a customer experience and consulting firm in Waban, Mass.
USAA took three of the next four top spots in the trust rankings chart in the banking, insurance and credit card industries, respectively. Publix, a Lakeland,-Fla.-based grocery store chain with 1,098 locations in six Southern states, rounded out the top six businesses.
Recommended For You
Credit unions, as a group, received a trust rating of 80%, the same as H-E-B, the Temkin Group said. USAA landed a trust rating of 78% in banking, 77% in insurance and 76% in credit cards. Publix received a trust rating of 77%.
Other companies that scored high in the trust ratings were Chick-fil-A (75%), Trader Joe's (75%), Costco (75%), Hy-Vee (73%) and Amazon (73%).
Banking received an overall trust rating of about 60% and ranked 7th out of 20 industries. Fast food chains and the computer and tablet industry also received a trust rating of about 60% from consumers.
With average 2015 Temkin Trust Ratings of 67%, supermarket chains earned the highest level of trust. Three other industries earned good trust ratings: Insurance carriers, retailers and parcel delivery services.
Comcast received the lowest two spots from consumers in the Temkin Trust Ratings for its TV service (19%) and Internet service (22%). Also at the bottom of the list were Charter Communications, Coventry Health Care and Time Warner Cable (for both its TV service and Internet service businesses). Consolidated Edison of New York, Cox Communications, and Spirit Airlines also received low trust ratings from consumers.
On the customer experience side, credit unions and USAA tied for No. 1 with each receiving a rating of 81%. That put credit unions and USAA in 8th place overall out of 293 companies across 20 industries, according to the 2015 Temkin Experience Ratings.
The Temkin Group said it measured the customer experience on how consumers scored companies on emotion, effort and success.
What's more, credit unions have earned the highest ranking in customer experience for banks over the past four years.
Although USAA has been hovering around the top of the banking list since 2011, this is the first year that the company was placed in the top spot by consumers, the Temkin Group said.
The Temkin Group said it measured the customer experience on how consumers scored companies on emotion, effort and success.
BB&T debuted on the trust ratings at the bottom of the industry with a rating of 61% and a ranking of 199 overall. Citibank didn't perform any better among consumers, who gave the big bank a rating of 62% and a ranking of 187 overall.
The financial institutions that dropped the most percentage points from last year to 2015 were TD Bank (-8 points), Wells Fargo (-5 points) and Regions (-3 points), according to the Temkin Group.
However, the banking industry averaged a 71% rating in the 2015 Temkin Experience Ratings and placed 5th out of 20 industries.
Additionally, the average rating of the banking industry stayed steady at 71% from 2014 to 2015.
The Temkin Group said its data was collected from an online survey of 10,000 U.S. consumers in 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, according to the Temkin Group.
© 2025 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
Peter Strozniak
Credit Union Times reporter covering credit union operations, fraud, M&As, leagues, business continuity, and breaking news.
