For Customer Experience Professionals

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	May 18, 2009 How Loyal Are Consumers? Not Very Repurchasing, Switching, And Making Recommendations Across 12 Industries by Bruce D. Temkin with William Chu, Angela Beckers	Average: 10  (2 ratings)

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Executive Summary

We surveyed more than 4,500 US consumers to find out about the strength of their relationships with companies across 12 industries. Our analysis looked at three areas of loyalty: the willingness to make another purchase, the reluctance to switch business away, and the likelihood to recommend the provider. It turns out that retailers, as an industry, have the highest loyalty levels and TV service providers have the lowest. Our analysis also examined loyalty for 113 firms compared with their industry averages. Some findings: USAA, Southwest Airlines, and Apple have relatively high levels of loyal customers, while US Airways, Sprint, and Radio Shack customers are less loyal. Given that 30% to 40% of consumers aren't very loyal, there's enormous upside for customer experience efforts.

TABLE OF CONTENTS

• When It Comes To Loyalty, Retailers Lead And TV Service Providers Lag
• Which Companies Have The Most And The Least Loyal Customers?

WHAT IT MEANS

• Customer Loyalty Is Up For Grabs
• Related Research Documents

This is an excerpt

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