Customer Experience Leads to Recommendations (Charts For 20 Industries)

If you want customers to recommend your company, make sure they have a good experience. In this post, I share data and analysis showing how customer experience correlates to customer recommendations across 20 industries. At the bottom of this post we’ve assembled a number of industry-specific data 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.

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…


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

CX and Recommendations 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 customers making recommendations. Feel free to use them within your presentations in accordance with our citation policy.

Here’s a way to share the data internally…

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 recommend us, which is one of the many ways in which our customers show their increased loyalty. 

1612_recommendcompany_banking 1612_recommendcompany_computers 1612_recommendcompany_insurance 1612_recommendcompany_investments 1612_recommendcompany_creditcards 1612_recommendcompany_healthplans 1612_recommendcompany_tvservice 1612_recommendcompany_internetservice 1612_recommendcompany_wireless 1612_recommendcompany_airlines 1612_recommendcompany_hotels 1612_recommendcompany_retail 1612_recommendcompany_fastfood 1612_recommendcompany_rentalcars 1612_recommendcompany_supermarkets 1612_recommendcompany_parceldelivery 1612_recommendcompany_majorapplicances 1612_recommendcompany_autodealers 1612_recommendcompany_software 1612_recommendcompany_utilities

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 “Customer Experience Leads to Recommendations (Charts For 20 Industries)”

  1. Totally agree! Loyalty among our current customers turn them into what we call our ‘brand evangelists’. These are people who are so satisfied and happy with the solution/product we offered that they sold the products themselves.

    Two of the major principles affecting this is the (1) ability of the solution to resolve the customer’s problems and (2) provide an excellent aftersales/customer service support. What some companies fail to do is to continue the healthy connection with the customers even after the sale was closed. In fact, there should even be more ‘concern’ coming from the seller after the deal is sealed. This way, the customer will feel that the company is not just after the profit, but to really solve the customer’s issues, a real problem-solver so to speak. If this happens, the customer feels special that leads to loyalty that leads to brand evangelists.

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