RESEARCH
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How success, effort, and emotion predict customer loyalty 2025
How success, effort, and emotion predict customer loyalty 2025
As part of Qualtrics XM Institute’s 2024 US Consumer Study, we asked 10,000 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, purchase more from the brand, and recommend the brand to others (NPS).
In this report, you'll learn
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- Which dimension of customer experience is the strongest predictor of loyalty
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- Which industry benefits the most from strong customer experiences
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- How customer loyalty varies by industry
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