2011 Research

2011 Temkin Forgiveness Ratings

May 2011

USAA, Costco, and Amazon.com took the top spots in the 2011 Temkin Forgiveness Ratings. We asked 6,000 US consumers how likely they were to forgive companies if they made a mistake. This data allowed us to rate 143 companies across 12 industries. Only 18% of those companies received a “strong” or “very strong” forgiveness rating. The results show that retailers have the highest level of goodwill while credit card issuers and TV service providers have the lowest. While all companies make mistakes, customers are more willing to give Forgiveness Ratings leaders a second chance.


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