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MARKET SUMMARY REPORT2020
2020 MARKET SUMMARY REPORTThis complimentary report provides amarket overview about customer andinnovation among U.S. companies. Theidentifies America’s top businesses andinnovators by company and by sector.broadsocialreportsocialSectors Include: Airlines and Passenger Train Health Insurance Auto, Property, CasualtyInsurance Lodging Brands Automotive Manufacturers Life and Disability Insurance Banks and Credit Unions Car Rental Companies Consumer Durables andEquipment Credit Card Providers Delivery and Shipping General MerchandiseRetailers Investment Services Restaurants Specialty Retailers Supermarkets and DrugStores Technology Providers TV and Internet ServiceProviders Wireless/Cellular PhoneContentsVisit us at www.americaninnovationindex.comfor more information or contact Joe Taliuaga atjtaliuaga@rockresearch.com.Connect with us!03About the Index04Overall Benchmarks05Sector Benchmarks25Appendix
ABOUT THE INDEXAbout the IndexThe American Innovation Index The American Innovation Index (Aii) scores and ranks theinnovativeness of U.S. companies based on their customers’perceptions. The Aii covers 173 firms from nearly 20 industries,based on experiences captured from over 23,000 customertouchpoints. The Aii is a joint project with Fordham University’sGabelli School of Business and the Norwegian School ofEconomics. The Aii is unique in that it measures innovationfrom the customer point of view rather than relying on expertopinions that bypass what customers actually experience.Why does innovation matter? Our research shows thatconsumers expect more from companies than a satisfactoryexperience or a cheap price. Companies that engage in positiveinnovation are perceived as more attractive and rewarded withgreater loyalty from their customers. Innovation leaders aremore likely to be disruptors in their sector, while the leastinnovative companies are more at risk of being casualties ofdisruption.The Social Innovation Index Innovation to meet customer needs is necessary for companies to survive and grow, but another dimensionconsists of innovation that benefits society and the environment. For many companies, social innovation is acore value and an expectation from customers. Social innovation also captures the degree to which acompany’s transformative activities are viewed as beneficial to society or, conversely, as a force that exactsa societal price. The Social Innovation Index quantifies social innovation of companies from theperspective of their customers, which is more relevant than relying on external experts or perceptions heldby people who do not have actual experience with them.Why does social innovation matter? Social innovation helps companies differentiate their brands, buildcustomer loyalty and ensure that their well-meaning efforts are recognized by customers. Companies thatdrive big changes in their industry should ensure they are viewed not just as business innovators but asdrivers of positive social and environmental change, since doing so smooths the way for their growth. It isalso important for companies to validate their social innovativeness among their own customers, since theyare the ultimate stakeholders who have experience with the brands.03Aii Market Summary Reportwww.americaninnovationindex.com
OVERALL BENCHMARKSOverallBenchmarksTop 25 Companies Ranked by Aii ScoreIndex ScoresCompanyOverall RankSector 723112Trader Joe's81.373.83711John Samsung76.966.4124039Sherwin Williams76.969.1121835General Motors76.971.6121146USAA76.772.315911Stanley Black and Decker76.668.8162157General Electric (GE)75.970.0171463Adobe75.758.518131417Dunkin' Donuts75.667.8193011Charles e 6204Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksAirlines andPassenger TrainsThe following benchmarks are based on experiences of consumers who traveled from a U.S.destination on the respective airline or passenger train in the past 12 months. The average Aiiand Sii scores for the Airline and Passenger Train sector are 63.8 and 59.9, respectively.Index ScoresCompanyOverall RankSector st Airlines74.065.4364622Alaska Airlines69.564.5675633Amtrak63.961.51249644Delta Airlines62.558.313513355United Airlines60.258.314613365American Airlines58.855.51491507705Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksAuto, Property, CasualtyInsurance ProvidersThe following benchmarks are based on experiences of consumers who have done businesswith the respective insurance companies that provide property, casualty, and/or auto insurancein the past 12 months. The average Aii and Sii scores for the Auto, Property, CasualtyInsurance sector are 68.8 and 64.1, respectively.Index ScoresCompanyOverall RankSector .0492722American Family essive Insurance68.162.8818057Liberty Mutual68.163.7816554State Farm e 06Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksAutomotiveManufacturersThe following benchmarks are based on experiences of consumers who purchased a newvehicle from the respective manufacturer in the past 24 months. The average Aii and Siiscores for the Automotive Manufacturer sector are 76.6 and 72.5, respectively.Index ScoresCompanyOverall RankSector .17422Nissan77.074.011634General 5.374.125462Honda73.266.943397707Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksBanks andCredit UnionsThe following benchmarks are based on the experiences of consumers who have donebusiness with the respective financial institution in the past 12 months. The average Aii andSii scores for the Bank and Credit Union sector are 66.4 and 61.7, respectively.Index ScoresCompanyOverall RankSector RankAiiSiiAiiSiiAiiSiiChase Bank70.365.0595111Capital One69.260.36911426TD Bank68.162.3818434Citizens lls Fargo64.460.812211065PNC Bank63.959.712412379U.S. Bank63.760.212611587Fifth Third Bank62.662.41338393Bank of 108Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksCar RentalCompaniesThe following benchmarks are based on experiences of consumers who have done businesswith the respective car rental company in the past 12 months. The average Aii and Sii scoresfor the Car Rental sector are 64.1 and 61.2, respectively.Index ScoresCompanyOverall RankSector RankAiiSiiAiiSiiAiiSiiEnterprise Rent-A-Car66.363.01027611Hertz63.159.913011822Avis Budget Group61.859.81381213309Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksConsumer Durablesand EquipmentManufacturersThe following benchmarks are based on experiences of consumers who purchased productsfrom the respective consumer durables or equipment manufacturer in the past 12 months.The average Aii and Sii scores for the Consumer Durables and Equipment sector are 75.9 and68.4, respectively.Index ScoresCompanyOverall RankSector RankAiiSiiAiiSiiAiiSiiJohn Deere80.774.54311Weber79.569.151825Sherwin Williams76.969.1121835Samsung76.966.4124039Stanley Black and Decker76.668.8162157General Electric (GE)75.970.0171463Bridgestone Tire75.572.422872Goodyear75.469.4241684Whirlpool Corporation73.466.14041910LG73.367.9422910810Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksCredit and PrepaidCard ProvidersThe following benchmarks are based on experiences of consumers who used the respectivecredit cards/payment service brands in the past 12 months. The average Aii and Sii scoresfor the Credit Card sector are 67.9 and 63.0, respectively.Index ScoresCompanyOverall RankSector RankAiiSiiAiiSiiAiiSiiAmerican ard67.762.9867842Visa67.663.2877251Green Dot67.262.290856411Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksDelivery &ShippingThe following benchmarks are based on experiences of consumers who have used therespective company to ship packages and/or documents for personal purposes using expressdelivery in the past 12 months. The average Aii and Sii scores for the Delivery and Shippingsector are 68.8 and 64.7, respectively.Index ScoresCompanyOverall RankSector .8575322U.S. Postal Service66.563.498683312Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksGeneralMerchandiseRetailersThe following benchmarks are based on experiences of consumers who purchased from therespective general merchandise retailer in the past 12 months. The average Aii and Sii scoresfor the General Merchandise Retail sector are 69.5 and 62.2, respectively.Index ScoresOverall RankSector 61.35310046Dollar Tree 1.011010679Walmart65.761.111010478Dollar General65.161.61169295Macy's64.458.11221351010Ross Stores Inc.63.657.2127139111113Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksHealthInsuranceProvidersThe following benchmarks are based on experiences of consumers who used the respectivehealth insurance provider in the past 12 months. The average Aii and Sii scores for the HealthInsurance sector are 65.9 and 63.4, respectively.Index ScoresCompanyOverall RankSector RankAiiSiiAiiSiiAiiSiiKaiser Blue Cross Blue Shield63.159.413012655Aetna61.459.41421266514Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksLodgingBrandsThe following benchmarks are based on experiences of consumers who stayed at therespective paid accommodation in the U.S. in the past 12 months. The average Aii and Siiscores for the Lodging sector are 66.3 and 61.8, respectively.Index ScoresCompanyOverall RankSector 646Best 1148164Choice Hotels62.560.513511277Wyndham60.956.114414588Motel 656.352.31541549915Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksInvestmentServicesThe following benchmarks are based on experiences of consumers who did business with therespective investment services provider in the past 12 months. The average Aii and Sii scoresfor the Investment Services sector are 72.4 and 65.9, respectively.Index ScoresCompanyOverall RankSector RankAiiSiiAiiSiiAiiSiiCharles Schwab75.668.8192112Fidelity74.365.1344924J.P. Morgan73.470.2401331Ameriprise Financial69.665.8634343Morgan Stanley67.163.091765516Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksLife andDisabilityInsuranceThe following benchmarks are based on experiences of consumers who have done businesswith the respective insurance company that provides life, disability, and/or investment plans inthe past 12 months. The average Aii and Sii scores for the Life and Disability Insurancesector are 67.6 and 62.7, respectively.Index ScoresCompanyOverall RankSector RankAiiSiiAiiSiiAiiSiiNew York Life rs Insurance66.563.3987132Prudential Financial62.657.61331374417Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksRestaurantsThe following benchmarks are based on experiences of consumers who patronized therespective restaurant in the past 12 months. The average Aii and Sii scores for theRestaurants sector are 68.8 and 62.5, respectively.Index ScoresCompanyOverall RankSector RankAiiSiiAiiSiiAiiSiiDunkin' 64.1625754Taco Bell68.761.07410669Wendy's67.863.8856276Pizza Hut67.463.2897287Subway66.259.9104118910Burger Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksSpecialtyRetailersThe following benchmarks are based on experiences of consumers who purchased from therespective specialty retail store in the past 12 months. The average Aii and Sii scores for theSpecialty Retail sector are 69.2 and 62.9, respectively.Index ScoresCompanyOverall RankSector 89025L Brands Inc.70.860.85611038Best Buy70.463.4586844The Home Depot69.564.9675252Bed Bath & Beyond68.459.87812169Staples, Inc.66.561.5989676Gap Inc.66.363.91026183Lowe's Home Improvement65.961.010710697Office Depot Inc.64.659.4119126101019Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksSupermarket andDrug StoresThe following benchmarks are based on experiences of consumers who purchased from therespective food/supermarket/drug store chain in the past 12 months. The average Aii and Siiscores for the Supermarket and Drug Store sector are 66.5 and 63.1, respectively.Index ScoresCompanyOverall RankSector RankAiiSiiAiiSiiAiiSiiTrader Joe's81.373.83711Aldi74.869.3281722Whole Foods Market71.667.5523234Publix Super 0.911910966Rite 56.256.3155143111020Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksTechnologyCompaniesThe following benchmarks are based on experiences of consumers who used or purchasedfrom the respective online services, software, computer, or electronics brand in the past 12months. The average Aii and Sii scores for the Technology sector are 71.8 and 61.2,respectively.Index ScoresCompanyOverall RankSector ube74.761.130104712Tik .6441251015Priceline72.861.546961110HP (Hewlett-Packard)71.963.44968128Expedia 1.2941031711Facebook62.152.21371551818SiriusXM Radio60.551.2145156191921Aii Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksTelevision andInternet ServiceProvidersThe following benchmarks are based on experiences of consumers who have done businesswith the respective television subscription, internet service, or home telephone service providerin the past 12 months. The average Aii and Sii scores for the TV and Internet Service sectorare 61.1 and 55.6, respectively.Index ScoresCompanyOverall RankSector RankAiiSiiAiiSiiAiiSiiDISH 4223Cox i Market Summary Reportwww.americaninnovationindex.com
SECTOR BENCHMARKSSector BenchmarksWireless/CellularPhone CompaniesThe following benchmarks are based on experiences of consumers who have done businesswith the respective wireless/cell phone company in the past 12 months. The average Aii andSii scores for the Wireless/Cellular Phone sector are 65.3 and 59.0, respectively.Index ScoresOverall RankSector 1Sprint68.565.5774522U.S. zon64.556.112114555AT&T59.753.81481526623Aii Market Summary Reportwww.americaninnovationindex.com
APPENDIXAbout Rockbridge Associates, Inc.Rockbridge is an outcome-based research firm that has been leadingFortune 500 and mid-sized firms on their innovation and marketingstrategy for over two decades.Rockbridge is built on the core belief that for us to succeed, we musthelp our clients succeed. This belief is at the heart of everything wedo. It’s why we take the time to understand the challenges our clientsare facing, and is why we design solutions with the sole purpose ofdiscovering insights that drive business outcomes.Our executive team has received numerous accolades for theirthought leadership in customer experience and loyalty research, aswell as technology adoption and innovation. We are marketingresearch innovators, having written more influential books, producedmore award-winning scientific research, and presented at moreindustry forums than comparable research firms.We have studied technology adoption in our National TechnologyReadiness Survey (NTRS) since 1999. Using the survey, we havedeveloped the TechQual /Technology Readiness Index, agroundbreaking metric for explaining and predicting consumerbehavior for innovative products and services, which has been usedto study technology issues by academics and consultants in morethan 40 countries.American Innovation Index is a trademark of RockbridgeAssociates, Inc.Please visit www.rockresearch.com for more information.Contact UsIf you would like to talk to us about anything you have read in thisreport, please contact Joe Taliuaga at taliuaga@rockresearch.com.24Aii Market Summary Reportwww.americaninnovationindex.com
Toyota 79.1 74.9 6 2 1 1 Ford 77.9 74.1 7 4 2 2 Nissan 77.0 74.0 11 6 3 4 . Citi/Citibank 64.9 60.2 117 115 5 7 Wells Fargo 64.4 60.8 122 110 6 5 . Credit and Prepaid Card Providers The following benchmarks are
