Probably not. Loyalty is shaped by a handful of journey dynamics that most CX teams neither measure nor actively manage.

This blog is part of a series how customer journeys drive loyalty (scroll to the end for all resources).

Five Journey Practices That Strengthen Customer Loyalty

To identify what drives loyalty, we examined 29 journeys across 36 UK brands in banking, insurance, telecommunications, and utilities in Forrester’s Journey Benchmarking Study. We grouped customers into four loyalty segments, based on their journey NPS and their intentions to stay with the brand and to buy more.

We recommend evaluating customer journeys through four lenses of journey value. Baseline and emotional shift, value ratio, value shape, and goal achievement.

Our Analysis Revealed Five Loyalty Dynamics In Journeys Across The Four Lenses Of Journey Value

  1. Customers’ feelings at the end of a journey shape how they remember the experience.
  2. The drivers of loyalty differ from one journey to another.
  3. Competitive context changes which improvements matter most.
  4. Positive peaks and strong endings increase loyalty.
  5. Customer confidence in goal achievement strengthens loyalty.

Diagram linking four lenses of journey value—emotional shift, value shape, value ratio, and goal achievement—to insights and actions that strengthen loyalty and brand perception. Recommendations include shaping emotions, creating memorable peaks and endings, identifying journey-specific drivers, targeting competitive gaps, and making goal achievement clear.

What should you do next?

Dive into our insights and what they mean for you:

 

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