American Customer Satisfaction Index (ASCI)

Measuring Customer Satisfaction Levels Since 1994

young man looking at glowing tropy. Getty Images/Henrik Sorensen

Would you believe the opinion of 80,000 other American consumers? The American customer satisfaction index (ASCI) surveys Americans each year for their satisfaction levels and opinions about goods and services. The ACSI experts include Dr. Claes Fornell, Founder and Chairman, David VanAmburg, Managing Director and Dr. Forrest V. Morgeson III, Director of Research and Global CSI Manager. The ACSI measures customer satisfaction levels across these industries and services: retail, travel, energy utilities, health care, consumer shipping and mailing, telecommunication, restaurant, manufacturing, finance, insurance, E-Business, and government.


This data is then made available to the public. What can you do with this information? When it comes to insurance companies, you can find out which companies performed best according to consumers. Coupled with the information you can gain from insurance rating organizations, this information will help you make a more informed decision when choosing an insurance company and when trying to get the best value on an insurance policy.

Company Overview

The history of the American Customer Satisfaction Index (ACSI) goes back to 1994. The organization was started by researchers at the National Quality Research Center, a part of the University of Michigan. Along with other partners from the American Society for Quality and the CFI Group, a customer satisfaction measurement system was developed based on the Swedish Customer Satisfaction Barometer (SCSB). In 2009, the organization left the University of Michigan to form a private company.

Every year, the ACSI measures the customer satisfaction levels of over 80,000 American on goods and services including durable goods, non-durable goods, government services, financial institutions, insurance companies and more. This data has become an important research tool for companies, academic researchers, corporations, industry trade associations, market analysts, investors and consumers.

ACSI Score Calculation

The ACSI screens about 80,000 Americans each year for their opinions about services and goods they have consumed. These potential survey participants are screened beforehand to make sure the survey includes customers of a wide range of services, products, government agencies, financial services and insurance companies. The companies and agencies are score on a scale from 1 – 10 with 10 being the highest grading. Here is a further breakdown of the score calculations:

Overall Satisfaction: 1=Very dissatisfied, 10=Very satisfied

Expectancy Disconfirmation: 1=Falls Short of Expectations, 10=Exceeds Expectations

Comparison to Ideal: 1=Not Very Close to Ideal, 10=Very Close to Ideal

The ACSI 0-100 score uses arithmetic formulas to come up with a complete customer satisfaction score for a company or service. Scores will vary across different companies and industries with some sectors consistently scoring high while others often score below average.

Here are some of the ACSI scores (1-100) for the insurance industry for 2016.

Property & Casualty Insurance ACSI Scores

  • Progressive: 77
  • State Farm: 77
  • Allstate: 77
  • Farmers: 77
  • GEICO: 78
  • AAA: 81
  • Nationwide: 79
  • American Family: 77
  • Liberty Mutual: 77
  • Travelers: 77

Life & Health Insurance SCSI Scores

  • Aetna: 75
  • Blue Cross and Blue Shield: 71
  • United Health: 70
  • Cigna: 67
  • Anthem: 75
  • Kaiser Permanente: 74
  • Humana: 72
  • Blue Cross: 71
  • UnitedHealth: 70

When you view these scores, you can also see how the company has performed in previous years as well as the percentage of change since last year and the percentage of change since the first year of ACSI calculated scores.

The Bottom Line

Customer satisfaction should definitely be a big part of your decision when choosing an insurance company. You have always heard that a company’s best advertisement is a satisfied customer. Now you can find out which insurance companies make the grade. The ACSI gives you a way to judge what other customers think of an insurance company before you make a decision to buy an insurance policy.

 Financial stability is also important. You can find out an insurance company’s financial strength through insurance rating organizations such as A.M. Best, Standard & Poor’s and Fitch’s rating services. The more information you have, the better decision you can make when it comes to choosing an insurance company and buying a policy. To learn more about the American Consumer Satisfaction Index, you can visit the ACSI website or call 734.913.0788. For general inquiries, you can also email