Experiences That Satisfy Consumers, 2009

I just published a report called The Experiences That Satisfy Consumers, 2009 that examines consumer satisfaction with Web, phone, and in-person experiences. My analysis looked at more than 100 companies across 12 industries. Here’s an overview of the results:


Only hotels and investment firms cross over the 80% satisfaction mark in every channel, while health insurance plans and TV service providers don’t even make it to 70% in any channel.

The report also analyzed changes from last year, differences across generations of consumers, and satisfaction levels for individual companies. As I did with last year’s report, I’ll create separate posts to examine satisfaction with Web interactions, phone interactions, and in-person interactions.

The bottom line: Consumers aren’t as satisfied as they should/could be.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

9 thoughts on “Experiences That Satisfy Consumers, 2009”

  1. It is interesting that the level of satisfaction with online banking is so high – considering the amount of room for improvement that is there.

    I’m also surprised that the level of satisfaction over the phone is so high. However, it seems like the usual culprits are still lagging behind; i.e., internet providers & TV service providers.

  2. Thanks for the data, Bruce. It’s very true that consumers aren’t as satisfied as they should/could be. The obvious reason is that consumers want to be satisfied 100% every time they spend their money. That just doesn’t happen.

  3. Ruairi and Jay: Thanks for sharing your thoughts. Banks have done a lot with their Websites over the last few years. It turns out that banks were the only industry that improved in Website satisfaction from last year. And I like the comment about consumers wanting to be 100% satisfied. But, as I’ve mentioned in the past, customers are not always right.

  4. Interesting post, thanks Bruce. Your bottom line is spot on – it mirrors our Customer Care studies (in the UK, although replicating a similar study in the US) – if you ask what consumers wanted from their interaction and compare it to what they got – it’s amazing how many felt they got nothing. Apologies and explanations can also be hard to get sometimes!

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