Amazon and HP Earn Top Customer Experience Ratings in the Computer Industry, According to Temkin Group

Amazon and HP deliver the best customer experience in the computer and tablet industry, according to the 2018 Temkin Experience Ratings, an annual customer experience benchmark of companies based on a survey of 10,000 U.S. consumers.

Of the 11 computer and tablet makers included in this year's Ratings, Amazon earned the highest score with a rating of 71%, putting it in 124th place overall out of 318 companies across 20 industries. HP received the second highest rating with a score of 69% and an overall rank of 149th.

Overall, the computer and tablet industry averaged a 65% rating in the 2018 Temkin Experience Ratings and tied for 15th place out of 20 industries. The average rating of the industry declined by 0.2 percentage-points between 2017 and 2018, dropping from 65.7% to 65.5%.

The ratings of all computer and tablet makers in the 2018 Temkin Experience Ratings are as follows:

  • Amazon: 71%
  • Hewlett-Packard: 69%
  • Lenovo: 66%
  • Apple: 66%
  • Dell: 66%
  • Sony: 64%
  • Acer: 64%
  • Barnes & Noble: 63%
  • Gateway: 58%
  • Asus: 57%
  • Toshiba: 55%

"Once again, Amazon is setting the CX standard in this industry. If the more traditional companies want to keep up, they need to start focusing more on the experiences they are delivering to customers," states Bruce Temkin, managing partner of Temkin Group.

HP and Lenovo saw their customer experience score improve the most over the previous year as each of their ratings went up by four percentage-points. Barnes & Noble, Gateway, and Asus, on the other hand, saw their scores declined the most as each of their ratings dropped by four percentage-points.

Now in its eighth year of publication, the 2018 Temkin Experience Ratings is the most comprehensive benchmark of customer experience in the industry, evaluating 318 companies across 20 industries: airlines, auto dealers, banks, computer & tablet makers, credit card issuers, fast food chains, health plans, hotels & rooms, insurance carriers, investment firms, parcel delivery services, rental cars & transport, retailers, software firms, streaming media, supermarket chains, TV & appliance makers, TV/Internet service providers, utilities, and wireless carriers.

To generate these ratings, Temkin Group asked 10,000 U.S. consumers to evaluate their recent experiences with a company across three dimensions: success (can you do what you want to do?), effort (how easy is it to work with the company?), and emotion (how do you feel about the interactions?). Temkin Group then averaged these three scores to produce each company's Temkin Experience Rating.

In these ratings, a score of 70% or above is considered "good," and a score of 80% or above is considered "excellent," while a score below 60% is considered "poor."

The 2018 Temkin Experience Ratings, along with other ratings, can be accessed at the Temkin Ratings website,

The free report, "2018 Temkin Experience Ratings," is available for download at the Customer Experience Matters® blog ( and at the Temkin Group website,

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