XM Knowledge Base
To understand the connection between customer experience (CX) and loyalty, we examined feedback from 10,000 U.S. consumers describing their experiences with and loyalty to different companies across 20 industries. We found a strong, positive relationship between CX quality and loyalty behavior. When examining the data by industry, we found the effect of CX on loyalty varies and is most prominent for the Airline and Software industries. We also found that improvements in CX have the largest potential effects for Utility companies and TV/Internet Service Providers.