Based on ratings of 246 corporations, USAA's insurance business has earned the most trust from its customers, according to the third annual Temkin Trust Ratings. It was the third consecutive time the insurer was ranked No. 1. Two of USAA’s other businesses were among the top 10; its banking business ranked No. 2, and credit card business ranked No. 6.

“Trust is a precious asset that companies can only earn when they consistently focus on the needs of their customers,” said Bruce Temkin, managing partner of Temkin Group.

Six companies ranked 20 percentage points or more above their industry averages, including USAA’s banking, credit cards and insurance businesses, credit unions, TriCare and Kaiser Permanente, both health insurance providers. Data was gathered in an online survey of 10,000 U.S. consumers during January 2013.

Four companies earned trust ratings 20 percentage points or more below their industry averages, including HSBC, US Airways and 21st Century.

Survey participants were asked “To what degree do you trust that these companies will take care of your needs?” Responses ranged from “1: do not trust at all,” to “7: completely trust.”

Companies garnering 100 or more responses received a Temkin “net trust” score, which is calculated by taking the percentage of consumers selecting either 6 or 7 and subtracting the percentage that selected either 1, 2, or 3.

More than half of the 204 companies ranked in 2012 improved their rankings in 2013, Temkin Ratings said.

Temkin 2013 Trust Ratings: Insurance Carriers


Temkin 2013 Trust Ratings: Health Plans


The Temkin trust ratings ranks the level of trust consumers have with 246 large companies across 19 industries, which included airlines, appliance makers, auto dealers, banks, car rental agencies, computer makers, credit card issuers, fast food chains, grocery chains, health plans, hotel chains, internet service providers, investment firms, parcel delivery services, retailers, software companies, TV service providers, wireless carriers.

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