Temkin (a customer experience research and consulting company) regularly conducts a number of surveys on customer perceptions of companies based on polls of 10,000 U.S. consumers across a number of industries. For 2017, people were asked about 331 companies across 20 industries. These surveys are then placed into overall and industry rankings.
Click on the links to access specific rankings:
- 2017 Temkin Experience Ratings — “The Temkin Experience Ratings are based on consumer feedback of their recent interactions with companies. We asked consumers to rate three components of the experience, Success, Effort, and Emotion, on a 7-point scale.”
- 2016 Temkin Forgiveness Ratings — “The Temkin Forgiveness Ratings are based on consumer feedback on companies with which our survey respondents have recently interacted. We asked consumers how likely they would be to forgive the companies if those firms made a mistake.”
- 2016 Temkin Trust Ratings — “The Temkin Trust Ratings are based on consumer feedback on companies with which our survey respondents have recently interacted. We asked consumers how much they trust those firms.”
- 2016 Temkin Customer Service Ratings — “The Temkin Customer Service Ratings are based on feedback gathered from consumers regarding companies they’ve recently interacted with. We asked consumers to rate how satisfied they are with recent customer service experiences on a 7-point scale.”
- 2016 Temkin Web Experience Ratings — “The Temkin Web Experience Ratings are based on consumer feedback on companies with which our survey respondents have recently interacted. We asked consumers how satisfied they are with the online interactions with those firms.”
These are the 20 industries encompassed in the Temkin ratings: Airlines, Auto Dealers, Banks, Computers & Tablets, Credit Cards, Fast Food, Health Plans, Hotels & Rooms, Insurance, Investments, Parcel Delivery, Rental Cars & Transport, Retailers, Software Firms, Streaming Media, Supermarkets, TV & Appliances, TV/Internet Service, Utilities, Wireless Carriers.
The quest for customer loyalty continues to be both a critical goal and a major challenge for companies of all types and sizes. [See 1, 2, 3.]
Today, we highlight an infographic from Colourfast (an international paper and plastic card printer based in Ontario, Canada) that looks at “what customers want to know before joining your loyalty program.”
Why is this perspective of customer loyalty programs to companies? According to Colourfast, American households have memberships in 29 loyalty programs but are active in just 12 of them; and a large percentage of shoppers do not even sign up for loyalty programs because of the hassle involved.
In the current highly competitive global marketplace, marketers face a difficult balancing act. On the one, they must promote their goods or services as superior to other firms’ offerings. On the other hand, if customers become unhappy because they buy something that does not meet their expectations, they may be lost to the overpromising firm forever. What we should do? Here’s one perspective from a company dealing with high-value clients.
As Joshua Hebert (CEO of Magellan Jets) writes for Fortune magazine:
“We know that everyone stumbles, and when that happens, the most important thing to do is minimize the damage and turn the mistakes into a positive. One of our most memorable setbacks was with a private travel customer who wanted us to help out when one of our competitors let her down. This was no small deal — one of the top celebrities in the world had a mechanical issue with her jet, and needed us to get her from London to New York overnight. What we did next wasn’t the best idea: We promised the world. Although we didn’t quite have everything lined up, we said we could make it happen on a moment’s notice. When we put the pieces together for the flight, we found the pilots would have too much time in the air that day. That would violated safety standards, so we had to tell them we could not complete the flight.”
“Here are a few things to keep in mind when big mistakes feel like the end of the world. Don’t delay bad news. If you don’t let people know about an issue, you’re hurting them and potentially creating an even bigger problem. Trust yourself. When you make a mistake and say, ‘Here’s what I’m willing to do to fix it, and here’s what I’m not willing to do,’ it lets people know what’s most important to you. Being honest and only committing to submit high-quality work are examples of standards to stick by, even in tough situations. Institutionalize your lessons. It’s important to prevent mistakes from reoccurring. After the celebrity incident, we added a new flight support element to our team. Now, when “ASAP” trips are booked, we call customers every 15 minutes within a few hours of the flight for updates on their upcoming flight. Even if there is nothing to report, we touch base so there is no miscommunication.”
Click the image to learn about Magellan Jets.
We tend to spend a lot of time looking at the “hot new things,” such as connected vehicles, virtual assistants, and a lot more. But, as marketers, we seldom look back to the past to see what was hot then in terms of fads and long-running successes. What hot high-tech products from 20 years ago can YOU name?
Recently, CNET published an entertaining slideshow: “Flashback fun! Return with us now to the thrilling days of the late 1990s, when the Interweb was young, the CD was king, and the cloud was a white, fluffy thing that floated above your head while you gabbed on your cordless telephone.”
Click the image to see the CNET slideshow. Which of the items shown in the slideshow were fads; which were long-run successes?