Centro de Documentacion de Fundación MAPFRE - A Closer look at customer experience and loyalty : the correlation between customer experience and loyalty for 112 firms

MAP20080037369

A Closer look at customer experience and loyalty : the correlation between customer experience and loyalty for 112 firms / by Bruce D. Temkin. — Cambridge : Forrester Research, 2008

(For Customer experience professionals)

Sumario: Forresters previous analysis of nine industries showed that good customer experience correlates highly to loyalty especially when it comes to consumers plans for making additional purchases. For this report, we took a look at how the correlation between customer experience and loyalty differed between the 112 firms in that analysis and each of their respective industries averages. It turns out that 20 firms, including Cablevision and Farmers Insurance, have an above average correlation for both measures of loyalty that we examined. Forty-five firms, including Vanguard and the Gap, fell below their industry averages for correlation with both loyalty measures. Theres nothing inherently good or bad about having a high level of correlation between customer experience and loyalty. The differences are driven by a combination of industry-specific and company-specific factors. But firms with a higher degree of correlation have potentially more to gain by improving their customer experience

1. Fidelización de clientes . 2. Servicio al cliente . 3. Planificación estratégica . 4. Casos prácticos . I. Forrester . II. For Customer experience professionals . III. Title.