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1、DATA SNAPSHOTDATA SNAPSHOTGlobal Study:ROI of Customer Experience,2024James Scutt,XMPPrincipal XM CatalystTalia QuaadgrasResearch Program ManagerJune 2024Copyright 2024 Qualtrics.All rights KEY FINDINGS IN THIS REPORTAs part of Qualtrics XM Institutes 2023 Global Consumer Study,28,400 consumers rate

2、d their recent experiences with 20 industries on a satisfaction scale of 1-5 stars and told us how likely they are to trust,recommend,and purchase more after that experience.From their responses,we examined the ROI of customer experience.Through our analysis,we learned that:+Consumer satisfaction im

3、pacts key loyalty behaviors.Satisfaction has a very high correlation with consumers likelihood to trust,recommend,and purchase more.+Consumers likelihood to recommend and trust similarly relate to consumer satisfaction.Compared to after a 1-2-star experience,after a 5-star experience,consumers are 2

4、.9x more likely to trust and 3.0 x more likely to recommend an organization yet are only 2.2x more likely to purchase more.+The impact of satisfaction on loyalty varies by country.Satisfaction has the least impact on loyalty in the United Arab Emirates,where after a 5-star experience consumers are o

5、nly 1.5x more likely to recommend and purchase more,and only 1.7x more likely to trust compared to their dissatisfied peers.Comparatively,after a very satisfying experience Italian consumers are 4.1x more likely to trust,UK consumers are 5.8x more likely to recommend,and Thai consumers are 2.8x more

6、 likely to purchase more.+Unsatisfying experiences impact government agencies loyalty metrics the most.Across all industries,consumers are least likely to trust,recommend,and purchase more after 1-2-star government agency experiences,with 25%or fewer likely to perform any of these activities.+Hotels

7、 earn loyalty after very satisfying experiences.After 5-star experiences,consumers are most likely to trust(90%)and recommend(91%)a hotel.On the other end of the spectrum,just 80%of property insurance consumers are likely to say the same.Executive SummarySTUDY KEY FACTS Global consumer study Online

8、panel study Conducted in Q3 of 2023 26 countries 28,400 consumersCopyright 2024 Qualtrics.All rights STUDY OVERVIEW The data for this report comes from a global consumer study that Qualtrics XM Institute conducted in the third quarter of 2023.Using an online survey,XM Institute collected data from 2

9、8,400 consumers across 26 countries/regions:Argentina,Australia,Brazil,Canada,China,Colombia,Finland,France,Germany,Hong Kong(China),India,Indonesia,Italy,Japan,Mexico,the Netherlands,New Zealand,the Philippines,Singapore,South Korea,Spain,Sweden,Thailand,the United Arab Emirates,the United Kingdom,

10、and the United States.XM Institute surveyed approximately 1,200 consumers from each of the countries except those listed below.To ensure that the data was reflective of the population within those countries,we set quotas for responses to match the gender,age,and income demographics of each country.T

11、he following countries sample sizes are as follows:Hong Kong:400.Finland&New Zealand:600.Singapore and the UAE:800.Global Study:ROI of Customer Experience,2024FIGURES IN THE REPORT1.ROI:CX Correlates with Trust2.ROI:CX Correlates with Advocacy3.ROI:CX Correlates with Rebuying4.CX and Loyalty Connect

12、ions Overall5.CX and Trust Connections by Industry6.CX and Advocacy Connections by Industry7.CX and Rebuying Connections by Industry8.CX and Loyalty Connections Airline9.CX and Loyalty Connections Auto Dealer10.CX and Loyalty Connections Banking11.CX and Loyalty Connections College/University12.CX a

13、nd Loyalty Connections Credit Card Provider13.CX and Loyalty Connections Department Store14.CX and Loyalty Connections Electronics15.CX and Loyalty Connections Fast Food16.CX and Loyalty Connections Government Agency17.CX and Loyalty Connections Health Insurance18.CX and Loyalty Connections Hospital

14、/Medical Clinic19.CX and Loyalty Connections Hotel20.CX and Loyalty Connections Internet Service Provider21.CX and Loyalty Connections Mobile Phone Provider22.CX and Loyalty Connections Online Retail23.CX and Loyalty Connections Parcel Delivery24.CX and Loyalty Connections Property Insurance25.CX an

15、d Loyalty Connections Public Utility26.CX and Loyalty Connections Streaming27.CX and Loyalty Connections Supermarket28.CX and Trust Connections by Country29.CX and Advocacy Connections by Country30.CX and Rebuying Connections by CountryMethodologyCopyright 2024 Qualtrics.All rights ROI:CX Correlates

16、 with TrustIndustry satisfaction rates within each country correlate with likelihood to trust rates28 countries across 20 industries,480 data points40%50%60%70%80%90%100%30%40%50%60%70%80%90%100%Pearson correlation coefficient=.71Likelihood to Trust Rate(for each industry within each country)Satisfa

17、ction Rate(for each industry within each country)+With a Pearson correlation coefficient of 0.71,there is a very high correlation between customer experience(CX)and likelihood to trust.Copyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics

18、XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUTROI:CX Correlates with AdvocacyIndustry satisfaction rates within each country correlate with likelihood to recommend rates28 countries across 20 industries,480 data points40%50%60%70%80%90%100%30%40%50%60%70%80%90%100%Pearson correlation coeffi

19、cient=.82Likelihood to Recommend Rate(for each industry within each country)Satisfaction Rate(for each industry within each country)Copyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABO

20、UT+With a Pearson correlation coefficient of 0.82,there is a very high correlation between customer experience(CX)and likelihood to recommend.ROI:CX Correlates with RebuyingIndustry satisfaction rates within each country correlate with likelihood to purchase more rates28 countries across 20 industri

21、es,480 data points40%50%60%70%80%90%100%30%40%50%60%70%80%90%100%Pearson correlation coefficient=.69Likelihood to Purchase More Rate(for each industry within each country)Satisfaction Rate(for each industry within each country)Copyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers a

22、cross 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT+With a Pearson correlation coefficient of 0.69,there is a very high correlation between customer experience(CX)and likelihood to purchase more.31%55%78%87%CX and Loyalty Connections OverallConsumers who

23、 say they are somewhat or very likely to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHASE MORE+Consumers are 2.9x more likely to trust after a 5-star experience compared to after a 1-2-star experience.+Consumers are 58 points less likely to recommend an organization to friends or fami

24、ly after a 1-2-star experience versus after a 5-star experience.+Consumers are 2.2x more likely to purchase more from an organization after a high satisfying versus after an unsatisfying experience.Copyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Sour

25、ce:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT28%50%76%86%36%56%74%81%4 stars5 stars3 stars1-2 stars1-2 stars3 stars4 stars5 starsAirline30%62%83%89%Auto dealer38%51%74%85%Bank30%53%77%87%College/University45%64%82%88%Credit Card Provider30%53%77%85%Department Store46%60%80%88%

26、Electronics42%64%79%88%Fast Food29%50%75%86%Government Agency18%50%77%82%Health Insurance30%57%79%87%Hospital/Medical Clinic35%62%82%90%Hotel42%62%84%90%Internet Service Provider28%53%77%87%Mobile Phone Provider25%49%75%84%Online Retailer29%51%76%87%Parcel Delivery22%50%77%88%Property Insurance39%54

27、%75%80%Public Utility28%53%79%86%Streaming36%52%76%86%Supermarket42%57%82%89%CX and Trust Connections by IndustryPercentage of consumers somewhat or very likely to TRUST based on satisfaction ratingLowest ratingHighest rating+Consumers are most likely to trust after 5-star hotel and hospital/medical

28、 clinic experiences,with 90%likely to do so.+Government agencies engender the least amount of trust after 1-2-star experiences,with just 18%likely to trust after such an experience.Meanwhile,department stores enjoy the greatest amount of trust after low satisfaction experiences.KEY TAKEAWAYSCopyrigh

29、t 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SABOUT1-2 stars3 stars4 stars5 starsAirline32%60%82%91%Auto dealer42%51%76%85%Bank23%42%72%83%College/University39%57%80%87%Credit Card Provider29%47%72%82%D

30、epartment Store44%58%79%87%Electronics44%65%80%90%Fast Food29%48%76%87%Government Agency16%42%69%80%Health Insurance29%55%76%86%Hospital/Medical Clinic25%49%73%84%Hotel40%61%83%91%Internet Service Provider24%51%76%86%Mobile Phone Provider27%50%74%84%Online Retailer31%52%78%87%Parcel Delivery20%47%73

31、%84%Property Insurance35%52%75%80%Public Utility22%44%72%83%Streaming39%54%78%88%Supermarket41%49%76%87%CX and Advocacy Connections by IndustryPercentage of consumers somewhat or very likely to RECOMMENDbased on satisfaction ratingLowest ratingHighest rating+Consumers are least likely to recommend g

32、overnment agencies after experiences of all levels of satisfaction.+Airlines and hotels receive the greatest amount of consumer advocacy after 5-star experiences(91%).KEY TAKEAWAYSCopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM In

33、stitute Q3 2023 GlobalConsumer SABOUT1-2 stars3 stars4 stars5 starsAirline44%66%82%87%Auto dealer44%55%72%80%Bank31%43%62%70%College/University37%49%69%78%Credit Card Provider31%50%71%76%Department Store50%66%81%85%Electronics50%66%79%87%Fast Food38%59%79%86%Government Agency25%45%63%73%Health Insur

34、ance36%58%72%81%Hospital/Medical Clinic34%48%62%69%Hotel43%60%79%86%Internet Service Provider35%57%74%80%Mobile Phone Provider32%52%69%77%Online Retailer40%64%81%86%Parcel Delivery33%57%76%84%Property Insurance34%52%72%77%Public Utility42%57%74%78%Streaming43%58%75%83%Supermarket52%67%83%86%CX and R

35、ebuying Connections by IndustryPercentage of consumers somewhat or very likely to PURCHASE MOREbased on satisfaction ratingLowest ratingHighest rating+Consumers are most likely to purchase more from supermarkets after 1-4-star experiences and are most likely to purchase more from airlines and electr

36、onics makers after 5-star experiences.KEY TAKEAWAYSCopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SABOUT30%62%83%89%CX and Loyalty Connections AirlineConsumers who say they are somewhat or very li

37、kely to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT32%60%82%91%44%66%82%87%4 stars5 stars3 stars1-2 stars

38、+Consumers are 2.9x more likely to trust an airline after a 5-star experience compared to after a 1-2-star experience.+Consumers are 59 points less likely to recommend an airline to friends or family after a 1-2-star experience versus after a 5-star experience.+Consumers are 2.0 x more likely to pur

39、chase more from an airline after a high satisfying experience versus after an unsatisfying experience.38%51%74%85%CX and Loyalty Connections Auto DealerConsumers who say they are somewhat or very likely to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.A

40、ll rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT42%51%76%85%44%55%72%80%4 stars5 stars3 stars1-2 stars+Consumers are 2.3x more likely to trust an auto dealer after a 5-star experience compared to after a

41、1-2-star experience.+Consumers are 43 points less likely to recommend an auto dealer to friends or family after a 1-2-star experience versus after a 5-star experience.+Consumers are 1.8x more likely to purchase more from an auto dealer after a high satisfying experience versus after an unsatisfying

42、experience.30%53%77%87%CX and Loyalty Connections BankingConsumers who say they are somewhat or very likely to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Ins

43、titute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT23%42%72%83%31%43%62%70%4 stars5 stars3 stars1-2 stars+Consumers are 2.9x more likely to trust a bank after a 5-star experience compared to after a 1-2-star experience.+Consumers are 60 points less likely to recommend a bank to friends or family after

44、 a 1-2-star experience versus after a 5-star experience.+Consumers are 2.3x more likely to purchase more from a bank after a high satisfying experience versus after an unsatisfying experience.45%64%82%88%CX and Loyalty Connections College/UniversityConsumers who say they are somewhat or very likely

45、to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT39%57%80%87%37%49%69%78%4 stars5 stars3 stars1-2 stars+Cons

46、umers are 1.9x more likely to trust a college/university after a 5-star experience compared to after a 1-2-star experience.+Consumers are 47 points less likely to recommend a college/university to friends or family after a 1-2-star experience versus after a 5-star experience.+Consumers are 2.1x more

47、 likely to purchase more from a college/university after a high satisfying experience versus after an unsatisfying experience.30%53%77%85%CX and Loyalty Connections Credit Card ProviderConsumers who say they are somewhat or very likely to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHA

48、SE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT29%47%72%82%31%50%71%76%4 stars5 stars3 stars1-2 stars+Consumers are 2.8x more likely to trust a credit car provider after

49、a 5-star experience compared to after a 1-2-star experience.+Consumers are 54 points less likely to recommend a credit card provider to friends or family after a 1-2-star experience versus after a 5-star experience.+Consumers are 2.4x more likely to purchase more from a credit card provider after a

50、high satisfying experience versus after an unsatisfying experience.46%60%80%88%CX and Loyalty Connections Department StoreConsumers who say they are somewhat or very likely to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:2

51、8,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT44%58%79%87%50%66%81%85%4 stars5 stars3 stars1-2 stars+Consumers are 1.9x more likely to trust a department store after a 5-star experience compared to after a 1-2-star experience.+Consu

52、mers are 43 points less likely to recommend a department store to friends or family after a 1-2-star experience versus after a 5-star experience.+Consumers are 1.7x more likely to purchase more from a department store after a high satisfying experience versus after an unsatisfying experience.42%64%7

53、9%88%CX and Loyalty Connections ElectronicsConsumers who say they are somewhat or very likely to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023

54、 GlobalConsumer SKEY TAKEAWAYSABOUT44%65%80%90%50%66%79%87%4 stars5 stars3 stars1-2 stars+Consumers are 2.1x more likely to trust an electronics company after a 5-star experience compared to after a 1-2-star experience.+Consumers are 46 points less likely to recommend an electronics company to frien

55、ds or family after a 1-2-star experience versus after a 5-star experience.+Consumers are 1.7x more likely to purchase more from an electronics company after a high satisfying experience versus after an unsatisfying experience.29%50%75%86%CX and Loyalty Connections Fast FoodConsumers who say they are

56、 somewhat or very likely to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT29%48%76%87%38%59%79%86%4 stars5 s

57、tars3 stars1-2 stars+Consumers are 3.0 x more likely to trust a fast food restaurant after a 5-star experience compared to after a 1-2-star experience.+Consumers are 58 points less likely to recommend a fast food restaurant to friends or family after a 1-2-star experience versus after a 5-star exper

58、ience.+Consumers are 2.3x more likely to purchase more from a fast food restaurant after a high satisfying experience versus after an unsatisfying experience.18%50%77%82%CX and Loyalty Connections Government AgencyConsumers who say they are somewhat or very likely to:(out of 1-to 5-star satisfaction

59、 ratings)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT16%42%69%80%25%45%63%73%4 stars5 stars3 stars1-2 stars+Consumers are 4.7x more likely to trust

60、 a government agency after a 5-star experience compared to after a 1-2-star experience.+Consumers are 64 points less likely to recommend a government agency to friends or family after a 1-2-star experience versus after a 5-star experience.+Consumers are 2.9x more likely to purchase more from a gover

61、nment agency after a high satisfying experience versus after an unsatisfying experience.30%57%79%87%CX and Loyalty Connections Health InsuranceConsumers who say they are somewhat or very likely to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights

62、 reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT29%55%76%86%36%58%72%81%4 stars5 stars3 stars1-2 stars+Consumers are 2.9x more likely to trust a health insurer after a 5-star experience compared to after a 1-2-sta

63、r experience.+Consumers are 55 points less likely to recommend a health insurer to friends or family after a 1-2-star experience versus after a 5-star experience.+Consumers are 2.2x more likely to purchase more from a health insurer after a high satisfying experience versus after an unsatisfying exp

64、erience.35%62%82%90%CX and Loyalty Connections Hospital/Medical ClinicConsumers who say they are somewhat or very likely to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qua

65、ltrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT25%49%73%84%34%48%62%69%4 stars5 stars3 stars1-2 stars+Consumers are 2.6x more likely to trust a hospital/medical clinic after a 5-star experience compared to after a 1-2-star experience.+Consumers are 59 points less likely to recommend a

66、 hospital/medical clinic to friends or family after a 1-2-star experience versus after a 5-star experience.+Consumers are 2.0 x more likely to purchase more from a hospital/medical clinic after a high satisfying experience versus after an unsatisfying experience.42%62%84%90%CX and Loyalty Connection

67、s HotelConsumers who say they are somewhat or very likely to:(out of 1-to 5-star satisfaction ratings)4 stars5 stars3 stars1-2 starsTRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 Globa

68、lConsumer SKEY TAKEAWAYSABOUT40%61%83%91%43%60%79%86%+Consumers are 2.2x more likely to trust a hotel after a 5-star experience compared to after a 1-2-star experience.+Consumers are 51 points less likely to recommend a hotel to friends or family after a 1-2-star experience versus after a 5-star exp

69、erience.+Consumers are 2.0 x more likely to purchase more from a hotel after a high satisfying experience versus after an unsatisfying experience.28%53%77%87%CX and Loyalty Connections Internet Service ProviderConsumers who say they are somewhat or very likely to:(out of 1-to 5-star satisfaction rat

70、ings)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT24%51%76%86%35%57%74%80%4 stars5 stars3 stars1-2 stars+Consumers are.31x more likely to trust an i

71、nternet service provider after a 5-star experience compared to after a 1-2-star experience.+Consumers are 62 points less likely to recommend an internet service provider to friends or family after a 1-2-star experience versus after a 5-star experience.+Consumers are 2.3x more likely to purchase more

72、 from an internet service provider after a high satisfying experience versus after an unsatisfying experience.25%49%75%84%CX and Loyalty Connections Mobile Phone ProviderConsumers who say they are somewhat or very likely to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHASE MORECopyrigh

73、t 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT27%50%74%84%32%52%69%77%4 stars5 stars3 stars1-2 stars+Consumers are 3.3x more likely to trust a mobile phone provider after a 5-star expe

74、rience compared to after a 1-2-star experience.+Consumers are 57 points less likely to recommend a mobile phone provider to friends or family after a 1-2-star experience versus after a 5-star experience.+Consumers are 2.4x more likely to purchase more from a mobile phone provider after a high satisf

75、ying experience versus after an unsatisfying experience.29%51%76%87%CX and Loyalty Connections Online RetailConsumers who say they are somewhat or very likely to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumer

76、s across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT31%52%78%87%40%64%81%86%4 stars5 stars3 stars1-2 stars+Consumers are 3.0 x more likely to trust an online retailer after a 5-star experience compared to after a 1-2-star experience.+Consumers are 56 p

77、oints less likely to recommend an online retailer to friends or family after a 1-2-star experience versus after a 5-star experience.+Consumers are 2.1x more likely to purchase more from an online retailer after a high satisfying experience versus after an unsatisfying experience.22%50%77%88%CX and L

78、oyalty Connections Parcel DeliveryConsumers who say they are somewhat or very likely to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalCo

79、nsumer SKEY TAKEAWAYSABOUT20%47%73%84%33%57%76%84%4 stars5 stars3 stars1-2 stars+Consumers are 4.0 x more likely to trust a parcel delivery service after a 5-star experience compared to after a 1-2-star experience.+Consumers are 64 points less likely to recommend a parcel delivery service to friends

80、 or family after a 1-2-star experience versus after a 5-star experience.+Consumers are 2.5x more likely to purchase more from a parcel delivery service after a high satisfying experience versus after an unsatisfying experience.39%54%75%80%CX and Loyalty Connections Property InsuranceConsumers who sa

81、y they are somewhat or very likely to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT35%52%75%80%34%52%72%77%

82、4 stars5 stars3 stars1-2 stars+Consumers are 2.0 x more likely to trust a property insurer after a 5-star experience compared to after a 1-2-star experience.+Consumers are 45 points less likely to recommend a property insurer to friends or family after a 1-2-star experience versus after a 5-star exp

83、erience.+Consumers are 2.2x more likely to purchase more from a property insurer after a high satisfying experience versus after an unsatisfying experience.28%53%79%86%CX and Loyalty Connections Public UtilityConsumers who say they are somewhat or very likely to:(out of 1-to 5-star satisfaction rati

84、ngs)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT22%44%72%83%42%57%74%78%4 stars5 stars3 stars1-2 stars+Consumers are 3.1x more likely to trust a pu

85、blic utility after a 5-star experience compared to after a 1-2-star experience.+Consumers are 61 points less likely to recommend a public utility to friends or family after a 1-2-star experience versus after a 5-star experience.+Consumers are 1.8x more likely to purchase more from a public utility a

86、fter a high satisfying experience versus after an unsatisfying experience.36%52%76%86%CX and Loyalty Connections StreamingConsumers who say they are somewhat or very likely to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:2

87、8,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SKEY TAKEAWAYSABOUT39%54%78%88%43%58%75%83%4 stars5 stars3 stars1-2 stars+Consumers are 2.4x more likely to trust a streaming service after a 5-star experience compared to after a 1-2-star experience.+Cons

88、umers are 49 points less likely to recommend a streaming service to friends or family after a 1-2-star experience versus after a 5-star experience.+Consumers are 1.9x more likely to purchase more from a streaming service after a high satisfying experience versus after an unsatisfying experience.42%5

89、7%82%89%CX and Loyalty Connections SupermarketConsumers who say they are somewhat or very likely to:(out of 1-to 5-star satisfaction ratings)TRUSTRECOMMENDPURCHASE MORECopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2

90、023 GlobalConsumer SKEY TAKEAWAYSABOUT41%49%76%87%52%67%83%86%4 stars5 stars3 stars1-2 stars+Consumers are 2.1x more likely to trust a supermarket after a 5-star experience compared to after a 1-2-star experience.+Consumers are 46 points less likely to recommend a supermarket to friends or family af

91、ter a 1-2-star experience versus after a 5-star experience.+Consumers are 1.7x more likely to purchase more from a supermarket after a high satisfying experience versus after an unsatisfying experience.1-2 stars3 stars4 stars5 stars5 vs 1-2 starsArgentina23%49%75%83%3.6Australia22%49%76%86%3.9Brazil

92、32%57%77%86%2.7Canada26%47%75%87%3.3Colombia31%57%81%88%2.8China58%63%80%89%1.5Finland30%61%83%88%3.0France22%50%75%87%3.9Germany27%47%70%83%3.0India50%67%86%90%1.8Indonesia43%60%83%87%2.1Italy20%44%70%82%4.1Japan35%58%82%89%2.6Mexico43%64%81%85%2.0Netherlands36%56%76%87%2.4New Zealand34%61%84%88%2.

93、6Philippines42%65%87%92%2.2Singapore46%66%86%91%2.0South Korea28%50%78%87%3.1Spain32%47%72%85%2.7Sweden25%50%72%83%3.4Thailand26%60%83%88%3.4U.S.22%48%75%88%4.0U.K.23%50%75%87%3.9U.A.E.55%74%89%92%1.7CX and Trust Connections by CountryPercentage of consumers somewhat or very likely to TRUST based on

94、 satisfaction rating2 lowest gaps2 highest gaps+Italian consumers are 4.1x more likely to trust after a satisfying versus and unsatisfying experience,the largest gap across all 25 countries,followed by US consumers at 4.0 x.+Filipino and Emirati consumers are most likely to trust after a 5-star expe

95、rience,while Italians are least likely to do so.+Chinese organizations receive the least benefit to consumer trust after delivering a satisfying versus unsatisfying experience,with consumers just 1.5x more likely to trust.KEY TAKEAWAYSCopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 con

96、sumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SABOUT1-2 stars3 stars4 stars5 stars5 vs 1-2 starsArgentina25%52%76%85%3.4Australia19%44%74%85%4.5Brazil35%56%79%88%2.5Canada21%43%71%83%3.9Colombia31%58%83%89%2.9China51%60%77%86%1.7Finland22%49%75%84%3.9France22%

97、45%71%85%3.8Germany28%47%69%78%2.7India46%68%86%91%2.0Indonesia43%64%83%88%2.0Italy24%46%72%83%3.5Japan15%24%52%56%3.6Mexico38%65%82%88%2.3Netherlands38%52%72%83%2.2New Zealand38%61%82%87%2.3Philippines36%65%88%93%2.6Singapore41%64%84%88%2.2South Korea26%46%70%81%3.2Spain30%47%68%85%2.8Sweden19%43%7

98、1%82%4.3Thailand27%59%83%89%3.2U.S.23%46%74%87%3.9U.K.14%43%72%83%5.8U.A.E.56%77%88%93%1.6CX and Advocacy Connections by CountryPercentage of consumers somewhat or very likely to RECOMMEND based on satisfaction rating2 lowest gaps2 highest gapsKEY TAKEAWAYSCopyright 2024 Qualtrics.All rights reserve

99、d.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SABOUT+UK consumers are 5.8x more likely to recommend after a satisfying versus an unsatisfying experience,the largest gap across all 25 countries,followed by Australian consumers at 4.5x.+Emi

100、rati organizations receive the least benefit to consumer advocacy after delivering a satisfying versus unsatisfying experience,with consumers just 1.6x more likely to trust.1-2 stars3 stars4 stars5 stars5 vs 1-2 starsArgentina40%58%73%81%2.0Australia37%55%72%79%2.1Brazil43%62%80%85%2.0Canada35%53%72

101、%76%2.1Colombia41%64%79%84%2.0China56%67%80%87%1.6Finland38%62%79%85%2.3France34%60%79%88%2.6Germany32%45%58%62%1.9India45%65%84%89%2.0Indonesia46%60%77%80%1.8Italy28%43%64%75%2.7Japan25%31%43%51%2.0Mexico44%64%78%80%1.8Netherlands39%50%59%68%1.7New Zealand44%68%81%85%1.9Philippines39%64%84%90%2.3Si

102、ngapore49%63%82%87%1.8South Korea43%62%84%91%2.1Spain36%53%68%79%2.2Sweden26%51%69%72%2.8Thailand27%56%77%82%3.0U.S.34%58%76%82%2.4U.K.27%58%73%78%2.8U.A.E.60%78%89%90%1.5CX and Rebuying Connections by CountryPercentage of consumers somewhat or very likely to PURCHASE MORE based on satisfaction rati

103、ng2 lowest gaps2 highest gapsKEY TAKEAWAYSCopyright 2024 Qualtrics.All rights reserved.Base:Base:28,400 consumers across 26 countriesSource:Source:Qualtrics XM Institute Q3 2023 GlobalConsumer SABOUT+Thai consumers are 3.0 x more likely to purchase more after a satisfying experience versus an unsati

104、sfying experience,the largest gap across all 25 countries,followed by UK and Swedish consumers at 2.8x.+Japanese consumers are the least likely to purchase more after a 5-star experience.+Emirati organizations receive the least benefit to consumer rebuying after delivering a satisfying versus unsati

105、sfying experience,with consumers just 1.5x more likely to trust.AUTHORSJames Scutt,XMP Principal XM CatalystTalia Quaadgras Research Program ManagerPUBLICATION DATEJune 2024MethodologyDATA CALCULATIONOnly industries with 100+respondents who said they had an experience in a country in that industry i

106、n the previous 90 days were included in the calculations for this report.In Figures 1,2,and 3,we calculated data points by taking,for each industry in each country,the average percentage of consumers who gave a 4-or 5-star satisfaction rating to an organization in that industry(satisfaction rate)and

107、 the average percentage of consumers who said they were somewhat or very likely to trust,recommend,or purchase more from that organization(likelihood to trust,recommend,and purchase more rate).We calculated Pearson correlation coefficients by correlating the satisfaction rate averages with trust,rec

108、ommend,and purchase more rate averages.In Figure 4,we developed the charts for each of the three loyalty behaviors by totaling the number of responses across all industries and countries where consumers said they were either somewhat or very likely to trust,recommend,or purchase more from an organiz

109、ation.We then divided those totals by the number of respondents who rated their satisfaction with recent experiences in that same industry as 1 or 2 stars,3 stars,4 stars,or 5 stars for each respective loyalty behavior.In Figures 5-7,we calculated the percentages for each of the three loyalty behavi

110、ors by first totaling the number of global responses in which consumers said they were either somewhat or very likely to trust,recommend,or purchase more from an organization in each industry.We then divided those totals by the number of respondents who rated their satisfaction with recent experienc

111、es in that same industry as 1 or 2 stars,3 stars,4 stars,or 5 stars for each respective loyalty behavior.In Figures 8-29,the percentages in each chart come from the corresponding tables in Figures 5,6,and 7.Key Takeaways for purchasing more were calculated by dividing the percentage of consumers who

112、 gave a 5-star satisfaction rating by the percentage who gave a 1-or 2-star rating.In Figures 29-31,we calculated the percentages for each of the three loyalty behaviors by first totaling the number of responses from each country in which consumers were either somewhat or very likely to trust,recomm

113、end,or purchase more from an organization in any industry.We then divided those totals by the number of respondents who rated their satisfaction with recent experiences in that same country as 1 or 2 stars,3 stars,4 stars,or 5 stars for each respective loyalty behavior.Copyright 2024 Qualtrics.All rights