JC Lupis | Marketing Charts | Fri, 27 Mar 2015 13:30:33 +0000

Source: Temkin GroupTemkinGroup-Top-and-Bottom-Cos-Trust-Ratings-Mar2015

    Notes: Of 293 organizations measured across 20 industries, just 6% earned “excellent” (above 70%) trust ratings, according to the latest annual Temkin Trust Ratings, although another 28% earned “good” (60-70%) ratings. H-E-B and credit unions led the pack, with USAA capturing 3 of the next top 4 positions for its bankings, insurance and credit card businesses. Meanwhile, 9% of the companies measured had “very poor” (below 40%) ratings and another 22% were rated as “poor” (40-50%). Comcast languished at the bottom for its TV and internet service businesses, with other TV and internet services also among the worst. Many of the top- and bottom-ranking companies also appeared in similar positions in Temkin Group’s recent Customer Experience ratings.

    Overall, supermarket chains, insurance carriers and retailers earned the highest average trust ratings in this latest release, while TV and internet service providers, wireless carriers and health plans were the lowest-rated on average.

      Related: The Importance of Honesty and Authenticity For Brands

        About the Data: The Temkin Group data was collected from an online survey of 10,000 US consumers during January 2015.

        Temkin Group describes its Trust Ratings as follows:

        “The Temkin Trust Ratings are based on asking consumers the following question about companies with whom they’ve interacted during the previous 60 days: “To what degree do you TRUST that these companies will take care of your needs?” Potential responses range from 1= “do not trust at all” to 7= “completely trust.” Temkin Trust Rating for a company is calculated by taking the percentages of consumers who respond with a 6 or 7 and subtracting the percentage who responded with 1, 2, or 3.

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