overview

The study is based on a survey of 17,509 consumers in 18 countries from Australia, Brazil, Canada, France, Germany, Hong Kong, India, Indonesia, Japan, Malaysia, Mexico, philippines, Singapore, Spain, South Korea, Thailand, the United Kingdom and the United States. We asked respondents about their spending experiences in 17 different industries. Highlights of the study include:

Consumer satisfaction generally influences key loyalty behaviors. Satisfaction has a large or moderate impact on consumer trust, recommendation, and likelihood of buying more products from organizations. Satisfaction is most relevant to trust and recommendations from government agencies.
Consumer satisfaction has the greatest impact on the likelihood of their recommendations. After a very satisfying experience, consumers are 4.2 times more likely to trust an organization, 5.2 times more likely to recommend an organization, and 3.5 times more likely to buy more from that organization than an unsatisfactory experience.
Satisfaction levels vary in the extent to which loyalty behavior is affected by different countries. Regardless of the satisfaction of the experience, Indian and Indonesian consumers are most likely to trust, recommend, and repurchase an organization, while German and Japanese consumers are the least likely to do so.

ROI: Customer experience is related to trust

The Pearson correlation coefficient is 0.80, and there is a very high correlation between customer experience (CX) and trust.
Of the 20 data points furthest under the trend line, 13 were from Germany or Japan, meaning that trust levels were lower than expected levels of satisfaction.
Of the 20 furthest data points above the trend line, 14 were from India or Indonesia, representing 7 each, meaning that the level of trust was higher than expected.

This scatter plot contains data points for each industry in each country. Each dot represents the percentage of consumers in the country who say they are "a little" or "very" likely to trust companies in the industry, and the percentage of consumers in that country who say they are satisfied with the industry's experience recently (5 or 4 star rating).

ROI: Customer experience is associated with recommendations

The Pearson correlation coefficient is 0.83, and there is a very high correlation between customer experience (CX) and recommendation likelihood.
Of the 20 data points furthest under the trend line, 13 were from Germany or Japan, meaning that the level of recommendations was lower than expected.
Of the 20 furthest data points above the trend line, 12 came from India or Indonesia, meaning that recommendations were higher than expected given their level of satisfaction.

This scatter plot contains data points for each industry in each country. Each dot represents the percentage of consumers in that country who say "a little" or "very" are likely to recommend companies in the industry, and the percentage of consumers in that country who say they are satisfied with the experience of the industry recently (5 or 4 star rating).

ROI: Customer experience is associated with more purchases

The Pearson correlation coefficient is 0.66 and there is a high correlation between customer experience (CX) and future purchase intent.
Of the 20 data points furthest under the trend line, 18 were from Germany or Japan, meaning that the likelihood of re-buying was lower than expected levels of satisfaction.
Of the 20 furthest data points above the trend line, 12 are from India or Indonesia. This means that given their satisfaction, the likelihood of buying again is higher than expected.

This scatter plot contains data points for each industry in each country. Each dot represents the percentage of consumers in the country who say they are "a little" or "very" likely to repurchase from companies in the industry, and the percentage of consumers in the country who say they are satisfied with the industry's experience recently (5 or 4 star rating).

Customer experience versus loyalty – overall

There is a 69-point gap between the likelihood of trust between consumers who give a five-star rating to their recent experience and those who give it a one- or two-star rating.
In terms of the likelihood of recommendations, there is a 71-point gap between consumers who give a five-star satisfaction to a recent experience and a one- or two-star consumer.
Compared to a one- or two-star experience, consumers are 3.5 times more likely to buy more products from one company after getting a five-star experience.

The top of this chart shows the correlation between an individual's likelihood of trusting, referring, or buying in one industry and their satisfaction with their recent experiences in that industry across all countries. The bottom of the chart shows the percentage of consumers who are "a little" or "very" likely to trust, recommend, or buy based on their satisfaction rating.

Relevance of customer experience to loyalty - by industry

In all 17 industries covered by the study, consumer satisfaction had a moderate or large impact on each of the three loyalty behaviors.
On average, in every industry, consumer satisfaction is less relevant to the likelihood of purchase than to the likelihood of trust or recommendation.
Among the government agency categories, the likelihood of trust, referrals, and purchases correlates most with satisfaction.
In the streaming industry, consumer satisfaction and trust have the lowest correlation, followed by colleges/universities.

The table above shows the correlation between an individual's likelihood of trusting, recommending, or buying in an industry and their recent satisfaction with an organization in that industry. The likelihood of trust, referrals, and purchases is assessed on a 5-point scale, from "very unlikely" to "very likely," while satisfaction is rated on a scale of 1 to 5 stars.

Relevance of customer experience to trust by industry

Airlines receive the highest trust rating among consumers who give them a poor satisfaction rating (1 or 2 stars).
Hospitals and medical clinics enjoy the highest level of trust among consumers who have a satisfied experience (4 or 5 stars).
After an unsatisfactory experience (1 or 2 stars), consumers are the least likely to trust a mobile phone provider.
Among consumers who have had an extremely satisfied (5-star) experience, colleges and universities have the lowest trust rates.

The table above shows the percentage of consumers who indicate that somewhat "or very" are likely to trust an industry organization, based on their satisfaction rating for the industry's most recent (90 days) experience.

Relevance of customer experience to recommendations - categorized by industry

Across all industries, consumers are most likely to recommend airlines after a moderate or relatively satisfactory (3 or 4-star) experience.
Among consumers with extremely satisfied (5-star) experiences, department stores have the highest referral rates.
After an unsatisfactory experience (1 or 2 stars), consumers are least likely to recommend a package delivery service.

The table above shows the percentage of consumers who indicate that somewhat "or very" are likely to recommend an industry organization, based on their satisfaction rating for the most recent (90 days) experience in that industry.

Relevance of customer experience to repeat purchases - by industry

Across all industries, consumers are most likely to buy more from supermarkets after dissatisfied (1 or 2 stars), medium (3 stars), or more satisfied (4 stars) experiences.
After a very satisfying (5-star) experience, consumers are most likely to buy more at a fast food restaurant.
Consumers with a moderate (3-star) or more satisfied (4-star) experience are the least likely to buy more from government agencies.
After an unsatisfactory (1-star or 2-star) experience, consumers are the least likely to buy more from a credit card provider.

The table above shows the percentage of consumers who indicate that a little "or very" is likely to repurchase from an industry organization, based on their satisfaction rating for the industry's most recent (within 90 days) experience.

Original address:

https://www.qualtrics.com/xm-institute/global-roi-of-cx/

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Translation Experience | Qualtrics: 2021 Global Customer Experience ROI Study