Caucasians Are The Most Loyal… Mostly

We recently examined the scores in the 2012 Temkin Loyalty Ratings across genders and found that women are more loyal then men. We decided to look at that same data across three ethnic groups: Caucasians, Hispanics and African Americans. These classifications are based on the self-selection of respondents.

A caveat: Hispanic respondents are likely to be heavily biased towards those that are comfortable with English and therefore under-represent consumers that predominantly speak Spanish.

We analyzed the loyalty data across 18 industries and found that:

  • Caucasians are the most loyal in 10 of the industries
  • The largest ethnic loyalty gap is with auto dealers; Caucasians have a loyalty score that is 11 percentage points higher than African Americans
  • Hispanics are most loyal in four industries: credit cards, airlines, appliances, and rental cars. They are also the least loyal (or tied for least loyal) in 12 industries.
  • African Americans are most loyal in four industries: health plans, Internet service, banks, and TV service (although there is very little difference in loyalty for those last two industries).

The bottom line: TV service providers have earned very little loyalty with any group

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 (, 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:

One thought on “Caucasians Are The Most Loyal… Mostly”

  1. What is the difference between customers being loyal and businesses retaining customers? Isn’t the finding actually that businesses are failing to retain non-Caucasian customers as well as they retain Caucasians?

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