Key Findings
As part of our latest global consumer study, consumers from 29 countries rated their recent experiences with 20 industries on a satisfaction scale of 1-5 stars and told us how likely they are to trust, recommend, and purchase more after that experience. From their responses, we examined the ROI of customer experience. Our analysis found that:
- Consumer satisfaction impacts key loyalty behaviors. Satisfaction has a very strong correlation with consumers’ likelihood to trust, recommend, and purchase more.
- Consumer likelihood to recommend and trust are similarly impacted by consumer satisfaction. Compared to a 1-2-star experience, after a 5-star experience consumers are 3.1x more likely to both recommend and trust a company but are only 2.3x more likely to purchase more.
- The impact of satisfaction on loyalty metrics varies by country. Satisfaction is least strongly correlated to loyalty behavior in China, where, after a 5-star experience, consumers are only 1.2x more likely to trust, 1.2x more likely to recommend, and 1.3x more likely to purchase more compared to their dissatisfied peers. Comparatively, following a 5-star experience, the French’s likelihood to trust increases by 4.8x, Italians’ likelihood to recommend increases by 4.4x, and Indonesians’ likelihood to purchase more increases by 3.7x.
- Unsatisfying experiences impact parcel delivery services’ loyalty metrics the most. Across all industries, consumers are least likely to trust and recommend a parcel delivery service after a 1-2-star experience, with only 19% saying they are likely to perform either activity. Consumers are least likely to purchase more from government agencies after a 1-2-star experience.
- Hotels earn loyalty after satisfying experiences. After 5-star experiences, consumers are most likely to trust (89%) and recommend a hotel. Ninety-one percent of hotel consumers are likely to recommend after a 5-star experience. On the other end of the spectrum, just 82% of government agency consumers would say the same.
Figures
Here are the figures in this data snapshot:
- ROI: CX Correlates with Trust (see Figure 1)
- ROI: CX Correlates with Recommending (see Figure 2)
- ROI: CX Correlates with Purchasing More (see Figure 3)
- CX and Loyalty Connections – Overall (see Figure 4)
- CX and Trust Connections – by Industry (see Figure 5)
- CX and Recommend Connections – by Industry (see Figure 6)
- CX and Purchase More Connections – by Industry (see Figure 7)
- CX and Loyalty Connections– Airlines (see Figure 8)
- CX and Loyalty Connections– Auto Dealers (see Figure 9)
- CX and Loyalty Connections– Banks (see Figure 10)
- CX and Loyalty Connections – College / University (see Figure 11)
- CX and Loyalty Connections – Credit Card Providers (see Figure 12)
- CX and Loyalty Connections – Department Store (see Figure 13)
- CX and Loyalty Connections – Electronics Maker (see Figure 14)
- CX and Loyalty Connections – Fast Food (see Figure 15)
- CX and Loyalty Connections – Government Agency (see Figure 16)
- CX and Loyalty Connections – Health Insurance (see Figure 17)
- CX and Loyalty Connections – Hospital / Medical Clinic (see Figure 18)
- CX and Loyalty Connections — Hotel (see Figure 19)
- CX and Loyalty Connections – Internet Service Provider (see Figure 20)
- CX and Loyalty Connections – Mobile Phone Providers (see Figure 21)
- CX and Loyalty Connections – Online Retailer (see Figure 22)
- CX and Loyalty Connections – Parcel Delivery (see Figure 23)
- CX and Loyalty Connections – Property Insurance (see Figure 24)
- CX and Loyalty Connections – Public Utilities (see Figure 25)
- CX and Loyalty Connections – Streaming (see Figure 26)
- CX and Loyalty Connections – Supermarkets (see Figure 27)
- CX and Trust Connections – by Country (see Figure 28)
- CX and Recommend Connections – by Country (see Figure 29)
- CX and Purchase More Connections – by Country (see Figure 30)
- Methodology (see Figure 31)
