February 17, 2009

Customer Experience Correlates To Loyalty

Customer Experience Is Even More Correlated To Loyalty Than Last Year

This is the first document in the "Link Between Customer Experience And Loyalty" series.

by Bruce D. Temkin

with William Chu, Steven Geller

Executive Summary (This is a document excerpt)

Using data from nearly 4,700 consumer surveys, Forrester examined the correlation between the customer experiences delivered by more than 100 US firms and the loyalty of their customers. Our analysis shows that good customer experience correlates to consumers' willingness to repurchase, reluctance to switch, and likelihood to recommend firms across all 12 industries we examined. TV service providers, as an industry, had the strongest correlation across all three loyalty measures. Office Depot has the highest correlation between customer experience and repurchase plans while US Airways has the highest correlation between customer experience and reluctance to switch. When we compared the data with our analysis from last year, the correlation between customer experience and loyalty increased in every industry. Given the stronger connection between customer experience and loyalty, customer experience professionals will need to keep their companies focused on customers.

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