I recently published a research report called Consumers’ Likelihood To Recommend 133 Firms that examines how loyal consumers are to 133 firms across 14 industries (the same firms that are in the 2010 Customer Experience Index). Based on surveying more than 4,600 US consumers, I created a metric called Net Recommendations*.
Here are the top 10 firms and their Net Recommendations rates:
- Barnes & Noble (86%)
- Amazon (81%)
- eBay (81%)
- Vanguard (79%)
- Kohl’s (79%)
- USAA (78%)
- Apple (77%)
- BJs Wholesale Club (76%)
- Marriott Hotels & Resorts (75%)
- Costco (75%)
To get a more complete picture of which firms are generating loyal customers, I compared the Net Recommendations score for each company to its industry average. The top five on the list are credit unions, Sun Trust Bank, JetBlue, Vanguard, and Kaiser. Here are the 25 firms that were 10 points or more above their peers:
*Net Recommendations: We asked consumers how likely they were to recommend firms to a friend or colleague on a 5-point scale from (1) not at all likely to (5) very likely. To create the Net Recommendations score, we took the percentage of consumers who gave the company a “4″ or “5″ and subtracted the percentage of consumers that gave the company a “1″ or “2.”
The bottom line: Does your business generate enough recommendations?