Customer Experience Leaders Garner More Loyalty

Forrester's Customer Experience Index identifies customer experience leaders and laggards. We used this information to look at how customer experience correlates to loyalty. Across all industries, there's a high correlation between customer experience and customers' willingness to buy another product and their likelihood to recommend a company. In most industries, there's a moderate correlation between customer experience and customers' reluctance to switch business away. Customer experience leaders have 15 to 17 percentage points more loyal customers than customer experience laggards, and credit unions, SunTrust Bank, and Hampton Inn/Suites have the most loyal customers.