Tech Vendors Earn Loyalty By Being Easy to Work With

We’ve done a number of studies of the IT industry, including Tech Vendors: Benchmarking Product and Relationship Satisfaction of IT Clients, 20132013 Temkin Experience Ratings of Tech Vendors, and Tech Vendor NPS Benchmark, 2013. I examined data across these studies to analyze how being easy to work with affects loyalty.

I analyzed feedback from more than 800 IT professionals who collectively provided more than 9,000 pieces of feedback on tech vendors. As you can see in the figure below, IT buyers are more loyal when tech vendors are easy to work with.

1311_ITEasyLoyaltyI examined three measures of loyalty of IT decision makers to different tech vendors based on how the IT pros rated the tech vendor’s easiness to work with (on a seven point scale). Here’s some of what we found:

  • Across all three measures, there’s a clear uptick in loyalty between a “4” and “5” on the easiness scale and loyalty continues to increase with every increased level of easiness.
  • The percent of IT buyers who plan to spend more with tech vendors ranges from 4% for the vendors that are most difficult to work with to 55% of tech vendors that are easiest to work with (almost 14x).
  • The percent of IT buyers who are willing to try a new product or service from a tech vendors ranges from 7% for the vendors that are most difficult to work with to 70% of tech vendors that are easiest to work with (10x).
  • Net Promoter Scores from IT decision makers range from -72 for the vendors that are most difficult to work with to +79 of tech vendors that are easiest to work with (NPS gap of 151).

The bottom line: IT professionals prefer tech vendors that are easier to work with

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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