Consumer satisfaction and loyalty

Although overall satisfaction levels remain steady as we head into 2025, key loyalty metrics (consumer trust, advocacy, and repurchase intent) are lagging behind.

In Qualtrics XM Institute’s 2025 Global Consumer Study, nearly 24,000 respondents evaluated their recent experiences with organizations in 20 industries. Using insights from their responses and data we’ve collected from our global studies over the previous four years, we paint a picture of customer experience and loyalty around the world and how it’s evolving as we move into 2025.