UNITE:D STATES

2

Google

Consumers praise Google for its simple interface and constant innovation. The search engine has transformed the way consumers interact with the world around them via technology. “I can use any device to check my mail, surf the web, and now, get phone service,” says one respondent.

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3

Netflix

Respondents love Netflix for its large selection, convenience and low cost. Binge-watching TV shows on Netflix has become a global phenomenon, prompting the company to release entire seasons of its groundbreaking original programming all at once, and garnering 35 Emmy nominations this year. Another huge perk: the ability to stream on just about any internet-enabled device, giving consumers ultimate accessibility and control.

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4

Publix

After a year-long hiatus, regional grocery store Publix is back in the top 10, rising 19 spots to #4. Simple ads and quality service play a big role in Publix’s popularity. Respondents call Publix a chain that “strives to please in all aspects” and say they appreciate the intuitive layout in stores. The employee-owned chain, located in the Southeastern U.S., strives to keep its workforce happy with tuition reimbursement programs and recently extended health coverage to married LGBT couples. After all, happy employees give better customer service—another reason respondents commended Publix.

5

Amazon

Consumers continue to be pleased with the one stop shop aspect of purchasing goods via Amazon. Respondents say they keep coming back for the simple shipping and pricing options, variety of products and overall easy shopping experience. “I feel confident if there is something I need to find, I can find it on Amazon and get it quickly,” says one respondent. Amazon continues to push the limits on how fast its products can be delivered, introducing same-day delivery with Prime Now and automatic sundry and grocery deliveries at the push of a Dash Button.

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6

Chipotle

Chipotle Mexican Grill’s limited menu goes a long way with customers, who praise the restaurant for its fresh, fast, delicious food and its message which includes a commitment to banishing GMO products from its restaurants. The brand’s focus on using locally sourced and organic ingredients also goes to show that simple can also be sustainable.

7

Zappos.com

Zappos.com stays in the US Simplicity Index Top 10 again this year due to its name-recognition among consumers and easy-to-use website. Respondent feedback shows simplicity is at the heart of how the online shoe and clothing store operates, with more than half of respondents mentioning “easy” or “simple” in their answers as part of why they love Zappos.com.

8

Dunkin’ Donuts

Dunkin’ Donuts remains a consistent top 10 finisher in the US Simplicity Index. Convenience, quick service and affordable products boost the fast-food chain’s ability to reliably satisfy consumers. Many respondents also lauded the chain’s app, which customers can use to pay, get coupons, earn rewards and locate the nearest Dunkin’—a quick and easy brand experience right in the customer’s pocket.

9

Burger King

Burger King has made enormous strides, cracking the top 10 for the first time in five years. The fast-food chain has kept busy, refranchising all restaurants and growing rapidly overseas. Consumers have reaped the benefits of this restructuring, with one respondent aptly stating, “Just food, no gimmicks.”

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10

KFC

KFC has long embraced the idea of simple meals. The fast-food chain recently made moves to strengthen consumer loyalty by engaging its fan base through the re-emergence of its icon, Colonel Sanders, now played by Saturday Night Live alumni, Darrell Hammond and Norm MacDonald. Respondents also connect with the brand’s no-nonsense ads and short, straightforward menu.

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11

Pizza Hut

This restaurant remains in our Top 10 again this year not just due to the consistency of its product, but its digital chops. Respondents laud the brand’s mobile app and website for making getting a large pie, easy as pie. The brand also scores points for its limited menu and fast service.

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12

Old Navy

13

Groupon

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14

Starbucks

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15

McDonald’s

When you’ve got a good thing going like McDonald’s does, the simple thing to do is not mess with success. US respondents certainly have few complaints, satisfied that McDonald’s continues to mostly do what it does best, which is providing quick service and a "simple menu with simple pricing." The brand also wins points with consumers for its consistency across locations and low-priced value meals.

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16

Maytag

17

Samsung

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18

KAYAK

19

Apple

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20

Trader Joe’s

The California-based grocery store chain makes its first appearance in our US Top 10 since 2010, jumping from #12 to #6. Less is more at Trader Joe’s, consumers say because narrowed choices make the shopping experience less complicated. And the “super-friendly staff” and “yummy tasting center,” say respondents, keep the experience nice and fresh.

21

Kroger

Kroger, the country’s largest supermarket chain, is up from the #18 spot on our US Simplicity Index last year. Respondents say Kroger’s simple store layout, easy couponing and clear communications bring them in and keep them coming back.

22

UPS

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YouTube

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24

Honda

25

Ford

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Sony

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Nike

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Target

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Whole Foods Market

30

Walmart

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Levi’s

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Yahoo!

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HP

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Holiday Inn

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Southwest Airlines

36

CVS/pharmacy

37

Dodge

38

Safeway

39

H&M

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Reebok

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FedEx

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Victoria’s Secret

43

Craigslist

44

Walgreens

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Sephora

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Progressive

47

Bing

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Panasonic

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eBay

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Instagram

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Pinterest

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52

Whirlpool

53

Macy’s

54

Chevrolet

55

Albertsons

56

GEICO

57

Expedia

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Toyota

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59

Kmart

60

Rite Aid Pharmacy

61

Comfort Inn

62

USPS

63

Skype

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64

Dell

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GE

66

Ramada

67

IKEA

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Gap

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69

Motorola

70

Adidas

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iTunes

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Microsoft

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73

Yelp

74

Priceline.com

75

Orbitz

76

Sears

77

JetBlue Airways

78

Marriott

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79

USA Today

80

State Farm

81

U.S. Bank

82

Chase

83

Best Western

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84

Canon

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85

The New York Times

86

Hilton

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87

Bank of America

88

Nationwide

89

Days Inn

90

Amtrak

91

The Wall Street Journal

92

Twitter

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93

Enterprise

94

Google+

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95

Hertz

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96

Citibank

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97

CNN

98

Avis

Car rental company Avis lands in the U.K. Simplicity Index Bottom 10 due to hidden charges—the biggest pain point consumers identify about this rental car service. Another irritant is the website, which respondents dismiss as shabby and slow.

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99

Wells Fargo

100

Volkswagen

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101

Budget

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102

Facebook

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103

MSNBC

104

Fox News

105

T-Mobile

Wireless phone carriers often find themselves near the bottom of the U.S. Simplicity Index. T-Mobile loses points, say respondents, for its confusing plans, weak network and poor customer service. The main problem appears to be information overload: “Too many fees, taxes and choices,” says one respondent.

106

United/Continental

107

AllState

108

Alamo

109

LinkedIn

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110

Delta Air Lines

111

MetLife

It’s not unusual for insurance companies to find themselves near the bottom of the US Simplicity Index. So MetLife, a newcomer to our survey, shouldn’t feel singled out. Nevertheless, the company loses points, say respondents, because it takes a long and winding road to make its point in communications. “Other insurance companies send short and to-the-point communications,” says one respondent. “Paperwork is often confusing [and filled with] ‘legalese,” adds another.

112

Sprint

113

AT&T

Respondents sent clear signals about their top issues with AT&T—confusing pricing, complex billing and dissatisfaction with customer service. “AT&T has so many plans, so many phones and too much drama you have to go through,” said one respondent, while another simply concluded that the company as a whole is “not user-friendly.”

114

US Airways

115

Verizon

Complexity that brings confusion usually leads to suspicion and doubt. That’s certainly the case with Verizon. Survey respondents had a lot to say about an excess of fine print and complex communications from the telecommunications giant, leading them to believe their billing was “misleading” and customer experiences just “aren’t simple.”

116

American Airlines

117

DIRECTV

Respondents were adamant about their issues with DIRECTV—complicated fees, poor customer service and misleading advertisements. Respondents even found it difficult to determine the simple differences between satellite and cable. In addition, this satellite TV provider was docked serious points for its lack of transparency. “Ads lead to more questions than answers,” says a respondent.

118

Farmers

Survey respondents frequently complained that insurance provider Farmers’ terms were confusing, compounded by poor customer service. Not surprising, as Insurance companies are often land at the bottom of the Simplicity Index due to the complexity of understanding coverage.

119

DISH Network

Another satellite TV provider in the bottom 10, DISH finds itself in the same position as last year. Respondents were clear with what caused complexity: too many packages, poor service, and difficulty using the service. It’s also common to hear consumers gripe about not being able to watch a show on satellite TV during bad weather.

120

Aetna

In a sea of insurance providers at the bottom of our list, Aetna finds itself in a similar position to last year. Respondents complain about the tiresome process of decoding Aetna’s unclear network and complex billing system. One respondent complained that the insurer only provides “confusing explanations which border on the ludicrous.”

121

United Healthcare

UnitedHealthcare, another insurance company that has been a perennial bottom-of-the-list dweller on the US Simplicity Index, struggles with the basics. “Poor customer service. Few providers. Difficult to navigate,” says one respondent, who voiced this frequent complaint.

122

CIGNA

Respondents familiar with Cigna seem fed up with constantly having to check the availability of covered services. Cigna has had much higher than expected customer costs as a result of the Affordable Care Act and is being bought by rival Anthem in a $54 billion deal.

123

Time Warner Cable

Respondents that use this cable TV provider typically noted that it was their last resort. “This is the only cable company in my area. Time Warner isn’t ideal, but it’s either this or Dish so I have to deal,” as one respondent put it. Hard-to-understand pricing and plans are also a frequent complaint.

124

HUMANA

In the case of this health insurance company, many respondents drew a blank. “Don't hear enough about them,” said a typical respondent. Another who had looked into their coverage left confused. “Too much info, not sure all products and packages/plans they offer,” the respondent wrote.

125

Comcast

Choosing Comcast as a cable provider ends in frustration based on “TV ads that say one thing and agents another,” according to one respondent. Others note that offers never seem to match up with the final bill, and many respondents cite hidden fees—never a good way to build brand loyalty and trust.