The Experiences That Satisfy Consumers

We asked nearly 5,000 US consumers about their satisfaction with Web, phone, and in-person experiences across nine different industries: banks, credit card providers, health plans, insurance firms, Internet service providers, investment firms, retailers, TV service providers, and wireless carriers. On average, credit card issuers and investment firms had the best Web ratings, investment firms had the best phone ratings, and retailers had the best in-person ratings. When looking at individual companies, USAA stands out on the Web, The Hartford Financial Services Group stands out on the phone, and Citizens Bank stands out in person. Companies looking to improve their experiences in any channel should focus on the three questions of Scenario Design: Who are your users? What are their goals? And how can you help them achieve those goals?