CX & Loyalty: Customer Experience Correlates To Buying (Charts For 20 Industries)

People are always asking us about the correlation between customer experience and business results. While we recommend that companies examine this relationship for their specific company, we’ve done extensive industrywide analyses on the topic. At the bottom of this post we’ve assembled a number of industry-specific charts that you can download and use.

In the report, ROI of Customer Experience, 2016, we provide a lot of data on how customer experience affects a number of different aspects of loyalty for 20 industries. Here’s a summary of some of the data showing the average connection between customer experience and loyalty across all industries.

1612_cxandloyaltyaverage20industries

Here’s how we calculate this data:

  • We ask 10,000 U.S. consumers to identify the companies that they’ve interacted with during the previous 90 days
  • We have those consumers rate their experiences and segment the respondents into five buckets based on their Temkin Experience Ratings feedback
  • For each of the five buckets of consumers, we calculate the average loyalty of the group across different dimensions using the calculations below…

1612_cxandloyaltymetrics

(Note: See Temkin Loyalty Index for data on specific companies)

CX and Purchase Intention Charts for 20 Industries

If you’re looking for good data for your industry, we’ve put together these 20 industry charts that show the relationship between customer experience and future purchase intention. Feel free to use them within your presentations in accordance with our citation policy.

For example, here’s some draft copy you might use, together with your industry’s chart, in your company’s internal or external blog:

At [Your Company’s Name], we work hard to improve our Customer Experience, and this industry chart from Temkin Group shows why it’s important and meaningful. As our Customer Experience improves, research shows that consumers are more likely to increase their spending with us, which is one of the many ways in which our customers show their increased loyalty. 

1612_repurchasecxairlines1612_repurchasecxbanking 1612_repurchasecxcomputers 1612_repurchasecxcreditcards 1612_repurchasecxfastfood 1612_repurchasecxhealthplans 1612_repurchasecxhotels 1612_repurchasecxinsurance 1612_repurchasecxinternetservice 1612_repurchasecxinvestments 1612_repurchasecxmajorapplicances 1612_repurchasecxmajorautodealers 1612_repurchasecxmajorsoftware 1612_repurchasecxparceldelivery 1612_repurchasecxrentalcars 1612_repurchasecxretail 1612_repurchasecxsupermarkets 1612_repurchasecxtvservice 1612_repurchasecxutilities 1612_repurchasecxwireless

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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