In a recent post, I showed the correlation between customer experience and consumers’ likelihood to repurchase.
To determine likelihood to recommend, we asked consumer how likely they were to recommend the company to friends and family. We calculated the percentage of each company’s customers who selected “8,” “9,” or “10” on a scale from “0” (not at all likely) to “10” (extremely likely).
In the chart below, we normalize the data for 329 across 20 industries by subtracting each company’s scores from the average for their industries.
As you can see, CX is highly correlated to recommendations (R= 0.70).
In the chart below, we segmented consumers into five groups based on the TxR scores they gave companies (an average of success, effort, and emotion ratings). We then averaged the future purchase intentions of those groups across the 20 industries.
As you can see, consumers who have had a very good CX are 5x more likely to recommend a company than consumers who have had a very poor CX.