Key Findings

This study examined the ROI of customer experience for consumers across 18 countries and 17 industries. Some highlights include:

  • Consumer satisfaction universally impacts key loyalty behaviors. Satisfaction has a medium or large effect on consumers’ likelihood to trust, recommend, and purchase more from an organization across every industry and country. Satisfaction is most highly correlated with trust and recommendations for government agencies.
  • Consumer satisfaction has the largest effect on their likelihood to recommend. Compared to an unsatisfying experience, after an extremely satisfying experience, consumers are 4.2x more likely to trust an organization, 5.2x more likely to recommend that organization, and 3.5x more likely to purchase more from the organization.
  • Satisfaction levels affect loyalty behaviors to different extents across countries. Regardless of how satisfying an experience was, Indian and Indonesian consumers are most likely to trust, recommend, and repurchase from an organization, while German and Japanese consumers are least likely to do so.


Here are the figures for this Data Snapshot:

  1. ROI: CX Correlates with Trust
  2. ROI: CX Correlates with Recommendations
  3. ROI: CX Correlates with Purchasing More
  4. CX and Loyalty Correlations – Overall
  5. CX and Loyalty Correlations – by Industry
  6. CX and Trust Correlations – by Industry
  7. CX and Recommendation Correlations – by Industry
  8. CX and Repurchase Correlations – by Industry
  9. CX and Loyalty Correlations: Airlines
  10. CX and Loyalty Correlations: Banking
  11. CX and Loyalty Correlations: Colleges/Universities
  12. CX and Loyalty Correlations: Credit Card Providers
  13. CX and Loyalty Correlations: Department Stores
  14. CX and Loyalty Correlations: Fast Food Restaurants
  15. CX and Loyalty Correlations: Government Agencies
  16. CX and Loyalty Correlations: Health Insurers
  17. CX and Loyalty Correlations:  Hospitals/Medical Clinics
  18. CX and Loyalty Correlations: Internet Service Providers
  19. CX and Loyalty Correlations: Mobile Phone Providers
  20. CX and Loyalty Correlations: Online Retailers
  21. CX and Loyalty Correlations: Parcel Delivery Services
  22. CX and Loyalty Correlations: Property Insurers
  23. CX and Loyalty Correlations: Public Utilities
  24. CX and Loyalty Correlations: Streaming Media
  25. CX and Loyalty Correlations: Supermarkets
  26. CX And Loyalty Correlations – by Country
  27. CX And Trust Correlations – by Country
  28. CX And Recommendation Correlations – by Country
  29. CX And Repurchase Correlations – by Country
  30. Methodology (Part 1)
  31. Methodology (Part 2)

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