Our new research shows that likelihood to recommend metrics don’t capture true consumer behavior. As part of our annual global consumer study1, we analyzed how likely consumers are to recommend organizations to friends/family after 5-star experiences. We compared this analysis to consumers’ actual loyalty behavior: whether or not they shared feedback with friends or family after a very good experience.
We found that while 86% of consumers were somewhat or very likely to recommend organizations to their friends or family after recent 5-star experiences across 20 industries, just 50% reported that they shared feedback with friends or family after a very good recent experience – a 36 percentage-point difference between possible and actual behavior. Use these insights to communicate potential pitfalls in using key performance indicators like Likelihood to Recommend.
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- The data for this report comes from a global consumer study that Qualtrics XM Institute conducted in the third quarter of 2023. Using an online survey, XM Institute collected data from 28,400 consumers across 26 countries/regions: Argentina, Australia, Brazil, Canada, China, Colombia, Finland, France, Germany, Hong Kong (China), India, Indonesia, Italy, Japan, Mexico, the Netherlands, New Zealand, the Philippines, Singapore, South Korea, Spain, Sweden, Thailand, the United Arab Emirates, the United Kingdom, and the United States.
