Key Findings

As part of our annual US Consumer Benchmark study, we asked a demographically representative online panel of US consumers who recently interacted with companies across 22 industries to identify up to two experiences that need to be improved. Respondents also told us how likely they are to consider purchasing more products or services from that company in the future, on a scale from 1 (extremely unlikely) to 7 (extremely likely). Based on these ratings, we determined the net likelihood to rebuy (see methodology for additional details). From their answers, we learned that:

• Consumers frequently encounter broken journeys. On average across all industries, more than one-quarter of the responses identified at least one journey that needs improvement. The most broken journey occurs for TV/internet service provider customers, with 25% of respondents saying that getting help from the customer service department needs improvement.
• Broken journeys have a significant impact on consumers’ likelihood to rebuy. Consumers who identified a journey that needed improvement were 26 percentage points less likely to rebuy compared to those who did not think any of the journeys needed improvement.
• Consumers find it difficult to get help from customer service. In six of 22 industries, consumers most frequently identified getting help from the customer service department as a journey that could use improvement. When identified as a broken journey, it had the most negative impact on consumers’ likelihood to rebuy in 12 of 22 industries.
• Negative experiences with fast food have the greatest impact on likelihood to rebuy. When a fast-food experience is identified as broken by a consumer, it has an average impact of -22 percentage points on a consumer’s likelihood to purchase again, the highest of all industries. Customers that say eating the food is a broken journey are 43 percentage points less likely to purchase again from that company compared to those who did not.

Figures

Here are the figures in this data snapshot:

1. Journeys that Need the Most Improvement
2. Journeys that Most Impact Likelihood to Rebuy
3. Problematic Journeys: Airlines
4. How Journeys Impact Rebuying: Airlines
5. Problematic Journeys: Automotive
6. How Journeys Impact Rebuying: Automotive
7. Problematic Journeys: Banking
8. How Journeys Impact Rebuying: Banking
9. Problematic Journeys: Car Rental
10. How Journeys Impact Rebuying: Car Rental
11. Problematic Journeys: Computer & Tablet Makers
12. How Journeys Impact Rebuying: Computer & Tablet Makers
13. Problematic Journeys: Consumer Payment
14. How Journeys Impact Rebuying: Consumer Payment
15. Problematic Journeys: Electronics
16. How Journeys Impact Rebuying: Electronics
17. Problematic Journeys:  Fast Food
18. How Journeys Impact Rebuying: Fast Food
19. Problematic Journeys: Food Takeout & Delivery
20. How Journeys Impact Rebuying: Food Takeout & Delivery
21. Problematic Journeys: Grocery
22. How Journeys Impact Rebuying: Grocery
23. Problematic Journeys: Health Insurance
24. How Journeys Impact Rebuying: Health Insurance
25. Problematic Journeys: Hotels
26. How Journeys Impact Rebuying: Hotels
27. Problematic Journeys: Insurance
28. How Journeys Impact Rebuying: Insurance
29. Problematic Journeys: Investment Firms
30. How Journeys Impact Rebuying: Investment Firms
31. Problematic Journeys: Parcel Delivery Services
32. How Journeys Impact Rebuying: Parcel Delivery Services
33. Problematic Journeys: Retail
34. How Journeys Impact Rebuying: Retail
35. Problematic Journeys: Software
36. How Journeys Impact Rebuying: Software
37. Problematic Journeys: Social Media
38. How Journeys Impact Rebuying: Social Media
39. Problematic Journeys: Streaming Media
40. How Journeys Impact Rebuying: Streaming Media
41. Problematic Journeys: TV/Internet Service Provider
42. How Journeys Impact Rebuying: TV/Internet Service Provider
43. Problematic Journeys: Utilities
44. How Journeys Impact Rebuying: Utilities
45. Problematic Journeys: Wireless
46. How Journeys Impact Rebuying: Wireless
47. Methodology