Consumer Experiences: Emotional Ratings of Various Vendors
Publix, Chick-fil-A, and Food Lion are among the companies that earned an “excellent” score in a recent study conducted by the Temkin Group that compared a wide variety of organizations and industry verticals. These companies, along with other supermarkets and fast-food chains like Kroeger, Save-a-Lot, and Wegmans, received top ratings from consumers.
Temkin Group surveyed over 10,000 U.S. consumers in order to gauge the experiences they had with brands ranging from retailers to banks to insurance companies. Of all these verticals, supermarkets came out on top in regards to integrity, honesty, and overall shopping experience. Temkin Group ratings also measured customer service, likelihood of recommending a brand, brand loyalty, and brand forgiveness. Furthermore, negative and positive emotional experiences that consumers had with various brands were also chronicled in these extensive metrics, so as to determine the type of companies consumers most favored.
Significantly, the study found that customers who noted positive experiences were 15.1 times more likely to recommend a company than consumers who reported negative experiences. Likewise, customers were 8.4 times more likely to trust a company after having favorable interactions with company members and practices.
Organizations that ranked low in these aforementioned ratings comprised of TV service providers, internet providers, healthcare providers, and insurance providers, all of which came in at the bottom of the list with “very poor” ratings. These companies included Comcast, AT&T, Time Warner Cable, Blue Cross Blue Shield, Medicaid, Health Net, Anthem, Commonwealth Edison, Fujitsu, and Charter Communications.
This study is significant as it not only shows the types of companies consumers find most favorable, but also the types of industries consumers shy away from. Places like supermarkets and fast-food chains offer ambiance and experience. Other types of industries offer experiences that consumers tend to meet begrudgingly, like shopping for cable or insurance. These studies can help organizations find where they rank in comparison to their competitors and work towards offering consumers a better shopping experience.