Key Findings

As part of Qualtrics XM Institute’s 2023 Global Consumer Study, 28,400 consumers 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. Through our analysis, we learned that:

  • Consumer satisfaction impacts key loyalty behaviors. Satisfaction has a very high correlation with consumers’ likelihood to trust, recommend, and purchase more.
  • Consumers’ likelihood to recommend and trust similarly relate to consumer satisfaction. Compared to after a 1-2- star experience, after a 5-star experience, consumers are 2.9x more likely to trust and 3.0x more likely to recommend an organization yet are only 2.2x more likely to purchase more.
  • The impact of satisfaction on loyalty varies by country. Satisfaction has the least impact on loyalty in the United Arab Emirates, where after a 5-star experience consumers are only 1.5x more likely to recommend and purchase more, and only 1.7x more likely to trust compared to their dissatisfied peers. Comparatively, after a very satisfying experience Italian consumers are 4.1x more likely to trust, UK consumers are 5.8x more likely to recommend, and Thai consumers are 2.8x more likely to purchase more.
  • Unsatisfying experiences impact government agencies’ loyalty metrics the most. Across all industries, consumers are least likely to trust, recommend, and purchase more after 1-2- star government agency experiences, with 25% or fewer likely to perform any of these activities.
  • Hotels earn loyalty after very satisfying experiences. After 5-star experiences, consumers are most likely to trust (90%) and recommend (91%) a hotel. On the other end of the spectrum, just 80% of property insurance consumers are likely to say the same.

Figures

Here are the figures in this data snapshot:

  1. ROI: CX Correlates with Trust
  2. ROI: CX Correlates with Advocacy
  3. ROI: CX Correlates with Rebuying
  4. CX and Loyalty Connections – Overall
  5. CX and Trust Connections by Industry
  6. CX and Advocacy Connections by Industry
  7. CX and Rebuying Connections by Industry
  8. CX and Loyalty Connections – Airline
  9. CX and Loyalty Connections – Auto Dealer
  10. CX and Loyalty Connections – Banking
  11. CX and Loyalty Connections – College/University
  12. CX and Loyalty Connections – Credit Card Provider
  13. CX and Loyalty Connections – Department Store
  14. CX and Loyalty Connections – Electronics
  15. CX and Loyalty Connections – Fast Food
  16. CX and Loyalty Connections – Government Agency
  17. CX and Loyalty Connections – Health Insurance
  18. CX and Loyalty Connections – Hospital/Medical Clinic
  19. CX and Loyalty Connections – Hotel
  20. CX and Loyalty Connections – Internet Service Provider
  21. CX and Loyalty Connections – Mobile Phone Provider
  22. CX and Loyalty Connections – Online Retail
  23. CX and Loyalty Connections – Parcel Delivery
  24. CX and Loyalty Connections – Property Insurance
  25. CX and Loyalty Connections – Public Utility
  26. CX and Loyalty Connections – Streaming
  27. CX and Loyalty Connections – Supermarket
  28. CX and Trust Connections by Country
  29. CX and Advocacy Connections by Country
  30. CX and Rebuying Connections by Country
  31. Methodology