For Customer Experience Professionals

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	February 17, 2009 Customer Experience Correlates To Loyalty Customer Experience Is Even More Correlated To Loyalty Than Last Year by Bruce D. Temkin with William Chu, Steven Geller	Average: 9  (3 ratings)

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Executive Summary

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.

TABLE OF CONTENTS

• Customer Experience Is Highly Correlated With Loyalty Across 12 Industries
• The Correlation Between Customer Experience And Loyalty Has Increased

RECOMMENDATIONS

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• Supplemental Material
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