March 6, 2009

Customer Experience And Loyalty: A Closer Look

Impact Of Usefulness, Ease Of Use, And Enjoyability Differs Across Industries

This is the second 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)

Forrester examined the correlation between customer experience and loyalty across 12 industries: airlines, banks, cell phone service providers, credit card providers, hotels, insurance firms, Internet service providers, investment firms, medical insurance companies, PC manufacturers, retailers, and TV service providers. Our analysis looked at how three elements of customer experience (meeting needs, being easy to work with, and enjoyability) correlate with three components of loyalty (repurchase plans, reluctance to switch, and likelihood to recommend). We found that meeting customer needs links the most with repurchasing and enjoyability links the most with the likelihood to recommend. It also turns out that industries have different loyalty profiles. For instance, retailers and health insurers can influence loyalty the most by meeting customer needs while banks and hotels can affect customer repurchase plans from all elements of customer experience.

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