African Americans Are The Most Likely To Recommend

In a previous post, we examined the companies that consumers were most and least likely to recommend. Now let’s look at how likely consumers with different ethnicity are to recommend companies to their friends and family. Our analysis covers 12 industries.

Here are some observations of the data:

  • In 10 of the 12 industries, African American are the most likely to recommend companies to friends and relatives.
  • In 11 of the industries, Caucasians are the least likely to recommend companies. The only exception: They are the most likely to recommend Investment Firms.
  • Hispanics are the most likely to recommend TV Service Providers and Hotels.
  • Half of the industries have an ethnic gap of more than five percentage points: Internet Service Providers, TV Service Providers, Investment Firms, Credit Card Issuers, Health Plans, and Retailers.

The bottom line: Do you know who’s recommending (and not recommending) your firm?

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

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