Trends Report

The Business Impact Of Customer Experience, 2013

June 10th, 2013
With contributors:
Harley Manning , Jason Knott


Years of Forrester data confirm the strong relationship between the quality of a firm's customer experience (CX) and loyalty. We built three simple models to estimate the impact customer experience has on three loyalty measures: willingness to consider the company for another purchase, likelihood to switch business, and likelihood to recommend. This year, we made a significant update to our assumptions to reflect the fact that a few large players dominate most industries in our study, and we therefore show the impact on those dominant players. CX professionals should use the interactive version of the models provided in the report to discover a range of benefit scenarios tailored to their company's unique situation, which will help prove their business case and drive transformation into an experience-driven organization.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.