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'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.

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