Some of the country's biggest firms were ranked behind credit unions by investors describing their overall customer experience.
According to the 2012 Temkin Experience Ratings, credit unions garnered a 65% mark by respondents in being able to meet their needs in three areas: functional — does the company meet consumers' needs, accessible — how easy is it for consumers to do what they are trying to do and emotional — how do consumers feel about their interactions with companies.
Consumer research firm Temkin said it rated the customer experience at 206 companies across 18 industries.
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