secret message
  • XM LIBRARY
  • EVENTS
  • TRAINING
  • COMMUNITY
  • CERTIFICATION
  • ABOUT
        • Generic selectors
          Exact matches only
          Search in title
          Search in content
          Post Type Selectors
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
          Search in posts
          Search in pages
        • RESEARCH
          • Latest Research
          • Editor’s Picks
          • ROI Data
          • Human Behavior
          • Industry Data
          • View All
        • Resource Types
          • Launchpads
          • How-To Guide
          • Research Reports
          • Blog
          • Tools
          • Multimedia
          • Data Snippets
        • EXPERIENCES
          • Experience Management
          • Customer Experience
          • Employee Experience
          • Product Experience
          • Brand Experience
        • XM Competencies
          • Lead
          • Realize
          • Activate
          • Enlighten
          • Respond
          • Disrupt
XM Library
Events
Training
Community
Certification
About

XM LIBRARY RESEARCH

RESEARCH

ROI of Customer Experience, 2018

Bruce Temkin, August 1, 2018

EXECUTIVE SUMMARY

To understand the connection between customer experience (CX) and loyalty, we examined feedback from 10,000 U.S. consumers describing both their experiences with and their loyalty to different companies. The CX scores used in this model come from the 2018 Temkin Experience Ratings (TxR), which evaluated 318 companies across 20 industries. Our analysis shows that:

  • The correlation between CX and repurchasing is very high (R= 0.82).
  • There’s a 21-point difference in Net Promoter Score between consumers who’ve had a very good experience with a company and those who’ve had a very poor experience.
  • CX is made up of three components – success, effort, and emotion. While all three elements impact customer loyalty, an improvement in emotion drives the most significant increase in loyalty.
  • We built a model to estimate how a modest improvement in CX would impact the revenue of a typical $1 billion company across 20 industries. On average, companies can gain $775 million over three years. Software companies stand to earn the most ($1 billion over three years), while utilities stand to earn the least ($476 million over three years)
  • We also describe a five-step process for calculating the ROI of CX for your organization.

 

This report was originally published by Temkin Group prior to its acquisition by Qualtrics in October 2018. It has been reformatted, but no substantive changes have been made to the content.

Download

Core Experiences

Experience Management (XM)
Customer Experience (CX)
Employee Experience (EX)
Product Experience (PX)
Brand Experience (BX)

Competencies

Lead
Realize
Activate
Enlighten
Respond
Disrupt

Special Interests

Editor’s Picks
ROI Data
Industry Data
Digital
B2B
Culture
Human Behavior

Related Resources

BLOG

2022 U.S. Well-Being Fluctuates Across Age, Gender, and Ethnicity

See More

RESEARCH

Global Study: State of the Contact Center Experience

See More

BLOG

2.5 Billion Employees Aren't Trying Their Hardest

See More

BLOG

Establishing an EX Center of Excellence to Drive HR Impact

See More

Research
  • Launchpads
  • How-To Guide
  • Research
  • Blog
  • Tools
  • Multimedia
  • Data Snippets
Special Interests
  • Editor’s Picks
  • B2B
  • ROI Data
  • Industry Data
  • Culture
  • Human Behavior
XM Institute
  • About the Institute
  • Our Team
  • Qualtrics
  • Citation Policy
Resources
  • Training
  • Community
  • Certification
  • Blog
  • Upcoming Events
Terms of Service Privacy Statement Security Statement
© 2023 Qualtrics. All Rights Reserved.