Customers perceive their experience with an organization across three dimensions: success (whether they can accomplish their goal), effort (how easy or difficult is it to accomplish their goal), and emotion (how the experience makes them feel).

To understand how each of these three elements affects customer trust, we asked 10,000 U.S. consumers to rate their experiences with 319 U.S. companies across 20 industries. Respondents evaluated their experiences with the organizations they’d recently interacted with across the three dimensions and also indicated how likely they are to trust the company to take care of their needs on a scale from 1 (“not at all likely”) to 7 (“extremely likely”).

This data snippet shows that customers who give organizations higher success, effort, and emotion ratings are at least 3.5x more likely to trust an organization compared to customers who give them a low rating. For more information and benchmark results on consumers’ customer experiences, check out the full ROI of Customer Experience, 2020 report.

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