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1、DATA SNAPSHOTDATA SNAPSHOTHow Success,Effort,and Emotion Affect Customer Loyalty,2024James Scutt,XMPPrincipal XM CatalystTalia QuaadgrasResearch Program ManagerMay 2024Copyright 2024 Qualtrics.All rights KEY FINDINGS IN THIS REPORTAs part of Qualtrics XM Institutes 2023 US Consumer Study,we asked 10

2、,000 consumers to rate their recent interactions with brands across the three dimensions of customer experience success,effort,and emotion and how likely they are to perform four loyalty activities afterward:trust the brand,forgive the brand for a mistake,recommend the brand to others,and purchase m

3、ore from the brand.From our analysis,we learned that:+Emotion has the largest impact.Consumers with a high emotion rating are the most likely to exhibit each of the four loyalty behaviors compared to consumers with high success or effort ratings.On average across all industries,high emotion scores a

4、re most likely to coincide with high likelihood to purchase more.+Effort and success also have positive effects on loyalty.On average across all industries,effort and success have a strong positive impact on all loyalty behaviors.As with emotion,these customer experience components have the stronges

5、t relationship with likelihood to purchase more.Seventy-eight percent of respondents who give a high effort rating say they are likely to purchase more,while only 18%with a low effort rating say the same.These numbers for success are 77%and 19%,respectively.+Airlines benefit the most from strong cus

6、tomer experiences.Of the 22 industries,airlines success and emotion ratings have the strongest relationship with each the four loyalty behaviors.On average,consumers who give an airline high emotion ratings are 8.3x more likely to have strong loyalty than those with low emotion ratings,while those w

7、ith high success ratings are 5.3x more likely to exhibit strong loyalty behaviors.+Consumer payments loyalty is least affected by customer experience.Consumers with high success ratings are,on average,37 points more likely than those with low success ratings to recommend,forgive,trust,and purchase m

8、ore the smallest gap across all 22 industries.Consumers with high effort ratings are 41 points more likely to exhibit these behaviors,while high emotion ratings leads to a 48 points gap each the smallest gap present for the component.Executive SummarySTUDY KEY FACTS US consumer study Online panel st

9、udy Conducted in Q3 of 2023 351 brands 22 industries 10,000 consumersCopyright 2024 Qualtrics.All rights STUDY OVERVIEW The data for this report comes from a US Consumer study that Qualtrics XM Institute conducted in the third quarter of 2023.Using an online survey,XM Institute collected data from 1

10、0,000 consumers within the United States of America.To ensure that the data was reflective of the population within those countries,we set quotas for responses to match the gender,age,ethnicity,geographical region,and income according to the latest available U.S.Census.How Success,Effort,and Emotion

11、 Affect Customer Loyalty,2024FIGURES IN THE REPORT1.Customer Experience and Loyalty Measurements2.CX and Loyalty Connections All Industries3.CX and Loyalty Connections Airline4.CX and Loyalty Connections Auto5.CX and Loyalty Connections Banking6.CX and Loyalty Connections Car Rental7.CX and Loyalty

12、Connections Computer/Tablet Makers8.CX and Loyalty Connections Consumer Payment9.CX and Loyalty Connections Electronics10.CX and Loyalty Connections Fast Food11.CX and Loyalty Connections Food Takeout&Delivery12.CX and Loyalty Connections Grocery13.CX and Loyalty Connections Health Insurance14.CX an

13、d Loyalty Connections Hotel15.CX and Loyalty Connections Insurance16.CX and Loyalty Connections Investment17.CX and Loyalty Connections Parcel Delivery18.CX and Loyalty Connections Retail19.CX and Loyalty Connections Software20.CX and Loyalty Connections Social Media21.CX and Loyalty Connections Str

14、eaming Media22.CX and Loyalty Connections TV/Internet Service Provider23.CX and Loyalty Connections Utilities24.CX and Loyalty Connections WirelessMethodologyCopyright 2024 Qualtrics.All rights Copyright 2024 Qualtrics.All rights Customer Experience and Loyalty MeasurementsThree Components of a Cust

15、omer ExperienceSUCCESSTo what degree were you able to accomplish what you wanted to do?EFFORTHow easy was it to interact with the company?EMOTIONHow did you feel about the interaction?RECOMMENDHow likely are you to recommend this company to a friend or relative?PURCHASE MOREHow likely are you to con

16、sider purchasing more products or services from this company in the future?Four Loyalty MeasurementsFORGIVEHow likely are you to forgive this company if they deliver a bad experience?TRUSTTo what degree do you trust that this company will take care of your needs?1234567High RatingNeutral ratingLow r

17、atingConsumers rated each component statement on a 7-point scale*:*Each scale is labeled according to question-specific attributes18%15%16%25%23%25%56%58%64%CX and Loyalty Connections All IndustriesConsumer Loyalty based on Customer Experience Ratingsacross 351 brandsSuccessCopyright 2024 Qualtrics.

18、All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase More19%18%18%34%33%40%77%78%83%11%8%8%16%16%19%61%63%70%18%15%15%28%27%32%70%72%78%+Consumers emot

19、ion rating has the highest impact on their trust in brands,with their degree of trust 5.1x higher after a delightful experience versus after an upsetting experience.+Consumers are 3.9x more likely to forgive a brand if they deliver a bad experience and 8.4x more likely to recommend a brand to friend

20、s/family after an easy experience versus after a difficult one(effort).+Brands are 3.8x more likely to have customers return to purchase more after delivering successful experiences rather than after failed experiences.14%12%10%24%21%22%59%63%67%CX and Loyalty Connections AirlineConsumer Loyalty bas

21、ed on Customer Experience Ratingsacross 9 airlinesSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase More16%15%11%32%

22、36%39%83%85%89%8%6%6%14%16%14%62%66%72%14%10%10%28%29%30%74%78%82%+Consumers emotion rating has the highest impact on their trust in airlines,with their degree of trust 8.2x higher after a delightful experience versus after an upsetting experience.+Consumers are 5.3x more likely to forgive an airlin

23、e if they deliver a bad experience after an easy experience versus after a difficult one.+Airlines are 5.2x more likely to have customers return to purchase more after delivering successful experiences rather than after failed experiences.19%13%13%27%26%28%61%62%66%CX and Loyalty Connections AutoCon

24、sumer Loyalty based on Customer Experience Ratingsacross 18 auto brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurc

25、hase More20%17%15%39%38%44%80%81%84%10%8%9%22%20%24%69%70%74%17%14%13%35%33%39%78%80%82%Likely to+Consumers effort rating has the highest impact on their trust in auto brands,with their degree of trust 6.3x higher after an easy experience versus after a difficult one.+Consumers are 5.1x more likely

26、to forgive an auto brand if they deliver a bad experience after a delightful experience versus after an upsetting one(emotion).+Auto brands are 4.0 x more likely to have customers return to purchase more after delivering successful experiences rather than after failed experiences.15%10%12%20%18%22%5

27、4%56%63%CX and Loyalty Connections BankingConsumer Loyalty based on Customer Experience Ratingsacross 15 banksSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratin

28、gEffortEmotionTrustRecommendForgivePurchase More19%12%9%26%27%37%73%74%81%13%5%7%13%12%20%63%65%74%15%9%11%24%25%37%74%76%83%Likely to+Consumers effort rating has the highest impact on their trust in banks,with their degree of trust 8.4x higher after an easy versus a difficult experience.+Consumers

29、are 5.3x more likely to forgive a bank if they deliver a bad experience after a delightful experience versus after an upsetting one(emotion).+Banks are 3.8x more likely to have customers return to purchase more after delivering successful experiences rather than after failed experiences.14%14%11%28%

30、27%26%56%57%62%CX and Loyalty Connections Car RentalConsumer Loyalty based on Customer Experience Ratingsacross 14 car rental brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingN

31、eutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase More17%17%13%35%34%39%76%77%80%6%6%5%16%14%18%59%61%65%17%16%13%33%29%31%68%71%76%Likely to+Consumers emotion rating has the highest impact on their trust in car rental brands,with their degree of trust 5.8x higher after a delightful

32、experience versus after an upsetting one.+Consumers are 10.1x more likely to recommend a car rental brand to friends or family after an easy experience compared to after a difficult one.+Car rental brands are 4.5x more likely to have customers return to purchase more after delivering successful expe

33、riences rather than after failed experiences.20%21%16%25%25%26%58%60%64%CX and Loyalty Connections Computer/Tablet MakersConsumer Loyalty based on Customer Experience Ratingsacross 13 computer&tablet brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source

34、:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase More22%21%18%35%38%41%78%79%82%11%7%8%18%21%22%65%67%72%21%14%16%28%30%33%71%74%77%Likely to+Consumers effort rating has the highest impact on their trust in co

35、mputer&tablet brands,with their degree of trust 5.3x higher after an easy versus a difficult experience.+Consumers are 4.0 x more likely to forgive a computer&tablet brand if they deliver a bad experience after a delightful experience versus after an upsetting one(emotion).+Computer/tablet makers ar

36、e 3.5x more likely to have customers return to purchase more after delivering successful experiences rather than after failed experiences.15%13%29%23%20%32%51%54%61%CX and Loyalty Connections Consumer PaymentConsumer Loyalty based on Customer Experience Ratingsacross 17 consumer payments brandsSucce

37、ssCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase More22%19%17%24%24%22%51%53%74%13%12%10%14%12%14%44%46%67%18%17%32%27%2

38、5%47%70%73%78%Likely to+Consumers effort rating has the highest impact on their trust in consumer payment brands,with their degree of trust 4.3x higher after an easy versus a difficult experience.+Consumers are 2.1x more likely to forgive a consumer payment brand if they deliver a bad experience aft

39、er a delightful experience versus after an upsetting one(emotion).+Consumer payment providers are 2.3x more likely to have customers return to purchase more after delivering successful experiences rather than after failed experiences.22%15%18%28%27%26%56%59%63%CX and Loyalty Connections ElectronicsC

40、onsumer Loyalty based on Customer Experience Ratingsacross 13 electronics brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendFo

41、rgivePurchase More20%18%21%36%36%39%75%77%80%11%7%7%17%17%20%62%64%68%18%19%18%31%29%32%68%71%75%Likely to+Consumers emotion rating has the highest impact on their trust in electronics brands,with their degree of trust 4.2x higher after a delightful versus after an upsetting experience.+Consumers ar

42、e 9.1x more likely to recommend an electronics brand to friends or family after an easy experience versus after a difficult one(emotion).+Electronics brands are 3.8x more likely to have customers return to purchase more after delivering successful experiences rather than after failed experiences.19%

43、17%13%24%22%23%53%54%61%CX and Loyalty Connections Fast FoodConsumer Loyalty based on Customer Experience Ratingsacross 24 fast food brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh

44、RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase More18%20%19%36%36%45%81%82%87%8%6%8%15%14%17%60%61%69%15%13%11%26%23%27%65%66%74%Likely to+Consumers emotion rating has the highest impact on their trust in fast food brands,with their degree of trust 6.7x higher after a delig

45、htful versus an upsetting experience.+Consumers are 3.2x more likely to forgive a fast food brand if they deliver a bad experience after an easy experience versus after a difficult one(effort).+Fast food brands are 4.5x more likely to have customers return to purchase more after delivering successfu

46、l experiences rather than after failed experiences.23%17%19%30%27%27%61%62%66%CX and Loyalty Connections Food Takeout&DeliveryConsumer Loyalty based on Customer Experience Ratingsacross 12 food delivery&takeout brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSo

47、urce:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase More22%17%19%38%35%40%80%81%84%12%10%11%19%18%19%65%65%69%23%18%19%32%29%32%72%73%76%Likely to+Consumers effort rating has the highest impact on thei

48、r trust in food takeout and delivery brands,with their degree of trust 4.1x higher after an easy versus a difficult experience.+Consumers are 3.5x more likely to forgive a food and takeout delivery brand if they deliver a bad experience after a delightful experience versus after an upsetting one(emo

49、tion).+Food and takeout delivery brands are 3.6x more likely to have customers return to purchase more after delivering successful experiences rather than after failed experiences.25%22%22%27%26%28%58%59%65%CX and Loyalty Connections GroceryConsumer Loyalty based on Customer Experience Ratingsacross

50、 20 grocery brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase More23%27%25%43%40%54%86%86%90%15%7%11%16%16%20%

51、63%64%72%31%23%17%29%30%36%73%73%81%Likely to+Consumers emotion rating has the highest impact on their trust in grocery brands,with their degree of trust 4.8x higher after a delightful versus an upsetting experience.+Consumers are 3.0 x more likely to forgive a grocery brand if they deliver a bad ex

52、perience after an easy experience versus after a difficult one(effort).+Grocers are 3.7x more likely to have customers return to purchase more after delivering successful experiences rather than after failed experiences.15%13%14%24%24%24%55%58%64%CX and Loyalty Connections Health InsuranceConsumer L

53、oyalty based on Customer Experience Ratingsacross 15 health insurance brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgiv

54、ePurchase More16%17%18%33%36%41%77%80%84%9%6%7%17%17%20%61%65%71%17%13%15%30%35%37%74%77%83%Likely to+Consumers effort rating has the highest impact on their trust in health insurance brands,with their degree of trust 5.9x higher after an easy versus a difficult experience.+Consumers are 4.6x more l

55、ikely to forgive a health insurance brand if they deliver a bad experience after a delightful experience versus after an upsetting one(emotion).+Health insurers are 4.8x more likely to have customers return to purchase more after delivering successful experiences rather than after failed experiences

56、.18%15%17%29%25%24%56%58%62%CX and Loyalty Connections HotelConsumer Loyalty based on Customer Experience Ratingsacross 22 hotel brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh Rati

57、ngNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase More20%16%17%39%35%36%76%77%82%10%7%8%18%15%18%59%61%65%17%13%15%34%32%31%69%71%76%Likely to+Consumers effort rating has the highest impact on their trust in hotel brands,with their degree of trust 5.5x higher after an easy versus

58、a difficult experience.+Consumers are 8.1x more likely to recommend a hotel brand to friends and family after a delightful experience versus after an upsetting one(emotion).+Hotels are 3.8x more likely to have customers return to purchase more after delivering successful experiences rather than afte

59、r failed experiences.15%9%12%23%20%23%54%55%61%CX and Loyalty Connections InsuranceConsumer Loyalty based on Customer Experience Ratingsacross 18 insurance brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer S

60、KEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase More15%13%13%33%32%41%76%76%82%6%4%5%15%12%20%61%63%70%15%13%12%29%27%35%73%74%80%Likely to+Consumers emotion rating has the highest impact on their trust in insurance brands,with their degree of trust 6.

61、7x higher after a delightful versus an upsetting experience.+Consumers are 6.1x more likely to forgive an insurance brand if they deliver a bad experience after an easy experience versus after difficult one(effort).+Insurers are 5.1x more likely to have customers return to purchase more after delive

62、ring successful experiences rather than after failed experiences.23%13%19%29%25%26%59%61%65%CX and Loyalty Connections InvestmentConsumer Loyalty based on Customer Experience Ratingsacross 13 investment brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Sou

63、rce:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase More21%17%20%38%36%42%80%82%84%13%7%7%20%17%21%66%67%72%22%17%20%35%33%39%76%77%81%Likely to+Consumers effort rating has the highest impact on their trust in

64、 investment brands,with their degree of trust 4.5x higher after an easy versus a difficult experience.+Consumers are 3.4x more likely to forgive an investment brand if they deliver a bad experience after a delightful experience versus after an upsetting one(emotion).+Investment firms are 3.8x more l

65、ikely to have customers return to purchase more after delivering successful experiences rather than after failed experiences.20%19%18%24%23%25%55%57%62%CX and Loyalty Connections Parcel DeliveryConsumer Loyalty based on Customer Experience Ratingsacross 5 parcel delivery brandsSuccessCopyright 2024

66、Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase More19%23%27%35%37%46%80%82%85%10%10%10%17%15%20%62%64%71%21%15%14%27%25%31%67%70%76%Lik

67、ely to+Consumers emotion rating has the highest impact on their trust in parcel delivery brands,with their degree of trust 5.4x higher after a delightful versus an upsetting experience.+Consumers are 3.0 x more likely to forgive a parcel delivery brand if they deliver a bad experience after an easy

68、experience versus after difficult one(effort).+Parcel delivery brands are 4.2x more likely to have customers return to purchase more after delivering successful experiences rather than after failed experiences.20%18%15%24%22%24%56%56%63%CX and Loyalty Connections RetailConsumer Loyalty based on Cust

69、omer Experience Ratingsacross 41 retail brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase More26%23%22%39%38%4

70、9%83%83%88%14%8%10%17%15%20%64%64%73%20%15%15%26%24%31%70%70%77%Likely to+Consumers emotion rating has the highest impact on their trust in retail brands,with their degree of trust 5.1x higher after a delightful versus an upsetting experience.+Consumers are 3.1x more likely to forgive a retail brand

71、 if they deliver a bad experience after an easy experience versus after difficult one(effort).+Retailers are 3.2x more likely to have customers return to purchase more after delivering successful experiences rather than after failed experiences.19%17%16%24%26%27%58%59%65%CX and Loyalty Connections S

72、oftwareConsumer Loyalty based on Customer Experience Ratingsacross 11 software brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecomm

73、endForgivePurchase More23%21%18%30%32%38%76%78%82%14%12%12%17%18%21%62%64%70%20%18%18%27%27%29%68%70%76%Likely to+Consumers emotion rating has the highest impact on their trust in software brands,with their degree of trust 4.2x higher after a delightful versus an upsetting experience.+Consumers are

74、3.5x more likely to forgive a software brand if they deliver a bad experience after an easy experience versus after difficult one(effort).+Software brands are 3.3x more likely to have customers return to purchase more after delivering successful experiences rather than after failed experiences.16%14

75、%13%19%18%19%55%56%64%CX and Loyalty Connections Social MediaConsumer Loyalty based on Customer Experience Ratingsacross 11 social media brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTH

76、igh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase More21%17%14%24%23%29%71%72%81%14%7%8%14%13%17%63%64%73%15%15%15%19%18%20%62%62%71%Likely to+Consumers emotion rating has the highest impact on their trust in social media brands,with their degree of trust 4.7x higher after

77、 a delightful versus an upsetting experience.+Consumers are 4.0 x more likely to forgive a social media brand if they deliver a bad experience after an easy experience versus after difficult one(effort).+Social media brands are 3.4x more likely to have customers return to purchase more after deliver

78、ing successful experiences rather than after failed experiences.18%18%19%21%22%21%56%57%63%CX and Loyalty Connections Streaming MediaConsumer Loyalty based on Customer Experience Ratingsacross 20 streaming media brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersS

79、ource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase More14%21%19%31%32%38%77%78%83%12%12%10%16%17%20%66%67%74%16%14%16%24%22%26%65%67%73%Likely to+Consumers effort rating has the highest impact on the

80、ir trust in streaming media brands,with their degree of trust 4.8x higher after an easy versus a difficult experience.+Consumers are 3.3x more likely to forgive a streaming media brand if they deliver a bad experience after a delightful experience versus after an upsetting one(emotion).+Streaming me

81、dia brands are 5.5x more likely to have customers return to purchase more after delivering successful experiences rather than after failed experiences.14%14%10%20%20%21%51%53%62%CX and Loyalty Connections TV/Internet Service ProviderConsumer Loyalty based on Customer Experience Ratingsacross 9 TV/in

82、ternet service brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase More16%14%12%25%26%34%70%73%80%8%7%6%13%13%14

83、%55%57%68%15%12%10%21%21%25%63%66%76%Likely to+Consumers emotion rating has the highest impact on their trust in TV/ISP brands,with their degree of trust 7.6x higher after a delightful versus an upsetting experience.+Consumers are 3.8x more likely to forgive a TV/ISP brand if they deliver a bad expe

84、rience after an easy experience versus after a difficult one(effort).+TV/ISP brands are 4.4x more likely to have customers return to purchase more after delivering successful experiences rather than after failed experiences.21%15%17%28%26%28%58%60%66%CX and Loyalty Connections UtilitiesConsumer Loya

85、lty based on Customer Experience Ratingsacross 21 utilities brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow ratingEffortEmotionTrustRecommendForgivePurchase

86、More20%19%20%35%33%40%76%77%82%8%8%8%17%13%18%58%61%67%19%16%14%29%28%33%70%72%77%Likely to+Consumers emotion rating has the highest impact on their trust in utilities brands,with their degree of trust 5.5x higher after a delightful versus an upsetting experience.+Consumers are 4x more likely to for

87、give a utilities brand if they deliver a bad experience after an easy experience versus after a difficult one(effort).+Utilities brands are 3.8x more likely to have customers return to purchase more after delivering successful experiences rather than after failed experiences.20%13%14%22%20%23%56%59%

88、65%CX and Loyalty Connections WirelessConsumer Loyalty based on Customer Experience Ratingsacross 10 wireless brandsSuccessCopyright 2024 Qualtrics.All rights reserved.Base:Base:10,000 US consumersSource:Source:Qualtrics XM Institute Q3 2023 USConsumer SKEY TAKEAWAYSABOUTHigh RatingNeutral ratingLow

89、 ratingEffortEmotionTrustRecommendForgivePurchase More19%12%17%31%31%41%79%81%86%12%4%7%14%15%21%63%66%73%15%9%11%25%27%31%70%72%79%Likely to+Consumers effort rating has the highest impact on their trust in wireless brands,with their degree of trust 8.0 x higher after an easy versus a difficult expe

90、rience.+Consumers are 4.6x more likely to forgive a wireless brand if they deliver a bad experience after a delightful experience versus after an upsetting one(emotion).+Wireless brands are 4.2x more likely to have customers return to purchase more after delivering successful experiences rather than

91、 after failed experiences.AUTHORSJames Scutt,XMP Principal XM CatalystTalia Quaadgras Research Program ManagerPUBLICATION DATEApril 2024MethodologyDATA CALCULATIONIn Figures 3-25,for each customer experience component we took the number of low,neutral,and high ratings in that industry that also had

92、high loyalty ratings and divided it by the total number of low,neutral,and high component ratings.E.g.,We took the number of low,neutral,and high success ratings airline responses that also rated the airline highly for trust an and divided those three numbers by the total number of low,neutral,and h

93、igh success responses in the airline industry,respectively.In Figure 2,we take the average across all 22 industries for each respective CX metric x Loyalty metric measurement.See Figure 1 for a full breakdown of measurement questions and what constitutes a“low”,“neutral”,and“high”rating.Copyright 2024 Qualtrics.All rights