Key Findings

As part of our latest global consumer study, consumers from 29 countries rated their recent experiences with 20 industries on a satisfaction scale of 1-5 stars and told us how likely they are to trust, recommend, and purchase more after that experience. From their responses, we examined the ROI of customer experience. Our analysis found that:

  • Consumer satisfaction impacts key loyalty behaviors. Satisfaction has a very strong correlation with consumers’ likelihood to trust, recommend, and purchase more.
  • Consumer likelihood to recommend and trust are similarly impacted by consumer satisfaction. Compared to a 1-2-star experience, after a 5-star experience consumers are 3.1x more likely to both recommend and trust a company but are only 2.3x more likely to purchase more.
  • The impact of satisfaction on loyalty metrics varies by country. Satisfaction is least strongly correlated to loyalty behavior in China, where, after a 5-star experience, consumers are only 1.2x more likely to trust, 1.2x more likely to recommend, and 1.3x more likely to purchase more compared to their dissatisfied peers. Comparatively, following a 5-star experience, the French’s likelihood to trust increases by 4.8x, Italians’ likelihood to recommend increases by 4.4x, and Indonesians’ likelihood to purchase more increases by 3.7x.
  • Unsatisfying experiences impact parcel delivery services’ loyalty metrics the most. Across all industries, consumers are least likely to trust and recommend a parcel delivery service after a 1-2-star experience, with only 19% saying they are likely to perform either activity. Consumers are least likely to purchase more from government agencies after a 1-2-star experience.
  • Hotels earn loyalty after satisfying experiences. After 5-star experiences, consumers are most likely to trust (89%) and recommend a hotel.  Ninety-one percent of hotel consumers are likely to recommend after a 5-star experience. On the other end of the spectrum, just 82% of government agency consumers would say the same.


Here are the figures in this data snapshot:

  1. ROI: CX Correlates with Trust
  2. ROI: CX Correlates with Recommending
  3. ROI: CX Correlates with Purchasing More
  4. CX and Loyalty Connections – Overall
  5. CX and Trust Connections – by Industry
  6. CX and Recommend Connections – by Industry
  7. CX and Purchase More Connections – by Industry
  8. CX and Loyalty Connections– Airlines
  9. CX and Loyalty Connections– Auto Dealers
  10. CX and Loyalty Connections– Banks
  11. CX and Loyalty Connections – College / University
  12. CX and Loyalty Connections – Credit Card Providers
  13. CX and Loyalty Connections – Department Store 
  14. CX and Loyalty Connections – Electronics Maker
  15. CX and Loyalty Connections – Fast Food
  16. CX and Loyalty Connections – Government Agency
  17. CX and Loyalty Connections – Health Insurance
  18. CX and Loyalty Connections – Hospital / Medical Clinic
  19. CX and Loyalty Connections — Hotel
  20. CX and Loyalty Connections – Internet Service Provider
  21. CX and Loyalty Connections – Mobile Phone Providers
  22. CX and Loyalty Connections – Online Retailer
  23. CX and Loyalty Connections – Parcel Delivery
  24. CX and Loyalty Connections – Property Insurance
  25. CX and Loyalty Connections – Public Utilities
  26. CX and Loyalty Connections – Streaming
  27. CX and Loyalty Connections – Supermarkets
  28. CX and Trust Connections – by Country
  29. CX and Recommend Connections – by Country
  30.  CX and Purchase More Connections – by Country
  31. Methodology