For Customer Experience Professionals

Primary Analyst Photo	Document Information	Rate this Document
	August 4, 2008 A Closer Look At Customer Experience And Loyalty The Correlation Between Customer Experience And Loyalty For 112 Firms by Bruce D. Temkin with Rachel Zinser	Average: 9  (4 ratings)

This is an excerpt

Executive Summary

Forrester's previous analysis of nine industries showed that good customer experience correlates highly to loyalty — especially when it comes to consumers' plans for making additional purchases. For this report, we took a look at how the correlation between customer experience and loyalty differed between the 112 firms in that analysis and each of their respective industries' averages. It turns out that 20 firms, including Cablevision and Farmers Insurance, have an above average correlation for both measures of loyalty that we examined. Forty-five firms, including Vanguard and the Gap, fell below their industry averages for correlation with both loyalty measures. There's nothing inherently good or bad about having a high level of correlation between customer experience and loyalty. The differences are driven by a combination of industry-specific and company-specific factors. But firms with a higher degree of correlation have potentially more to gain by improving their customer experience.

TABLE OF CONTENTS

• Customer Experience Correlates With Loyalty
• How Customer Experience Correlates With Loyalty For 112 Firms

WHAT IT MEANS

• Understanding The Connection Between Customer Experience And Loyalty
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.