Temkin Group , a customer experience research group that focuses on increasing customer loyalty has published a free report on customer experiences with 143 large US companies. You can obtain the report by going to their site. All 143 firms are ranked in this report.
The research evaluated 6000 customer experiences across 12 industries:
3. Credit cards
4. Health plans
5. Hotel chains
6. Insurance carriers
7. Internet service providers
8. Investment firms
9. Personal computer makers
11.TV service providers
Top 5 companies were
5. Sam’s Club
Bottom 5 companies were
1. Anthem (BCBS)
2. Comcast (TV service)
4. Charter (Internet service)
5. Comcast (Internet service)
The company rated consumers responses across 3 components of customer experience and created an average index based on the answers to 3 questions:
1. Does the experience meet customers needs?
2. How easy is it for the customer to do what they want to do?
3. How to customers feel about the experience?
How are customer experience ratings different from customer satisfaction?
Clearly customer experiences are a part of customer satisfaction. The majority of the top companies that did well on the survey were retailers. Often the transaction with a retailer is short and quick. Experiences with companies that provide on going services like health care, internet or TV service are long term accumulations of individual experiences. A recent bad experience can color a consumer’s perception of overall service over time. It’s human nature to remember ‘what have you done for me lately?’.
It is important to measure experiences or moments of truth for all businesses. But for retailers a bad moment of truth can result in immediate loss of business and being considered for future purchases. For customer experiences that take place over a longer period of time, such as an ongoing service (cell phone or internet) it is wise to ask customers periodically how their would rate their experience over the past year or several months. Sometimes a ‘one of a kind’ bad experience can be overcome by continuous good service.
What is your view of the difference between customer experience ratings and customer satisfaction? Do you use them differently?