Customer Experience Loyalty ROI

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To determine exactly how customer experience affects loyalty, the XM Institute recently (December 2019 report) asked 10,000 U.S. consumers about both their experiences with and their loyalty to 294 U.S. companies across 20 industries, and then they analyzed their responses. The results show improved CX correlates to increase purchases and make recommendations:

Purchase more from a company. 92% of consumers who give a company a “very good” CX rating are “very likely” to purchase more products or services from that company in the future, while only 18% of those who gave a company a “very poor” CX rating say the same.

Recommend a company. 95% of consumers who give a company a “very good” CX rating are “very likely” to recommend the company, while only 15% of those who gave a company a “very poor” CX rating say the same.

Forgive a company. 75% of consumers who give a company a “very good” CX rating are “very likely” to forgive a company for a bad experience, while only 14% of those who gave a company a “very poor” CX rating say the same.

Trust a company. 90% of consumers who give a company a “very good” CX rating are “very likely” to trust a company to take care of their needs. while only 15% of those who gave a company a “very poor” CX rating say the same.

Try a new offering right away. 64% of consumers who give a company a “very good” CX rating are “very likely” to try a new product or service from a company, while only 12% of those who gave a company a “very poor” CX rating say the same.