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'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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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