USAA Gets Top Marks for Customer Experience


Military financial services company USAA (short for United Services Automobile Association) is the #1 brand for customer experience in America, according to the just-released 2011 survey ranking the top 100 brands, as selected by US consumers polled by Nunwood.

Based in San Antonio, Texas, USAA ranked first with a 8.34 CEM rating for consistently delivering on its brand promise: “For those who stood tall for this country and for their families, we stand ready to return the favor.”[more]

Rounding out the top five, Amazon (with 8.29) came in second, followed by Red Lobster (8.19), Charles Schwab (8.06) and Olive Garden (8.02).

Netflix (7.97) placed sixth, one of three online retailers in the top ten, including Zappos (7.89) ranked ninth – just ahead of tenth-place Southwest Airlines (7.95), the top performing air travel brand (despite the brand’s latest “too fat to fly” flap) out of four that made the Nunwood 100. 

Krispy Kreme (7.90) placed eighth, followed by a tie for 10th place between Subway and Apple with a score of (7.87). 

Nunwood surveyed 4,853 customers across the US in April, about 250 major American brands to discover what a top performing brand does to merit “an exceptional customer experience – and what their competitors need to do to catch up.

The highlights among those brands that ranked highest:

They offer low prices and high quality

Provide a consistently branded experience.

Listen to their customers – and swiftly rectify issues

Consistently OVER-exceed customer expectations.

“What distinguishes these companies from the chasing pack is that ALL have an ingrained customer satisfaction culture, in which the customer is ALWAYS right, and they all have the ability to deliver on their customers’ expectations,” said Nunwood’s chief strategy officer, David Conway, the study’s author, in a press release.

“All the leaders demonstrated that offering low prices and outstanding service are not mutually exclusive. They are highly innovative, listen to their customers and give them new products, all delivering fantastic quality. Importantly, they work fanatically hard to charge their customers less,” he added.

“America’s top performing brands are all authentic because they do what they say they are going to do. In short, they have that wonderful, and vitally important, ability to stand in their customers’ shoes.” 

Further details are available in the report, and in the video below.