Charles Schwab was rated as the top US premium broker and Edward Jones as the top US full-service broker in the 2007 Luxury Customer Experience Index survey from the New York-based Luxury Institute. Ameriprise Financial and Smith Barney were runners up in their respective segments. The survey measures customer experience of leading brands among wealthy Americans. A national sample of over 1,650 wealthy US consumers, with an average income of $302,000, and average net worth of $3.2 million was surveyed online. "The top retail brokers understand the importance of retaining wealthy consumers as the ease, availability and reliability of low cost online trading increases. Highly skilled, knowledgeable, and dedicated personnel greatly enhance the customer experience and are reflected in these scores," said Milton Pedraza, chief executive officer of the Luxury Institute. For those brokers customers would not recommend, the most frequently cited reasons were broker unresponsiveness, biased recommendations, and lack of trustworthiness.