ROI of Customer Experience
To understand the connection between customer experience (CX) and loyalty, we examined feedback from 10,000 U.S. consumers describing both their experiences with and their loyalty to different companies. The CX scores used in this model come from the 2019 XMI Customer Ratings - Overall (Customer Ratings), which evaluated 294 companies across 20 industries and assessed three areas of the customer experience — success, effort, and emotion. The loyalty metrics we used are likelihood to exhibit the following behaviors: purchase more products or services, recommend a company, forgive a company, trust a company, or try a company’s new product or service.
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