Increasing Loyalty Through Customer Experience

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The document discusses the relationship between customer experience and loyalty. It provides research showing that companies with better customer experiences significantly outperform others in metrics like net promoter score and loyalty. However, some companies do not earn as much loyalty as their customer experience ratings would predict. Maintaining exceptional customer experiences over many years is key to building loyalty. The document advocates for a "customer-led" approach where all parts of an organization focus on consistently delighting customers through differentiated experiences in order to drive loyalty.

Empresariales

(c) wysz @ ﬂickr

Exceptional Experiences Driving Loyalty?

All industries have gaps to ﬁll

http://experiencematters.wordpress.com/2012/12/03/what-is-loyalty-and-is-it-dead/

Experience does lead Loyalty
CX Leaders Outperformed Laggards by
26

19.5

13

6.5

0
NPS

Loyalty

Trust

http://experiencematters.wordpress.com/2013/11/26/temkin-experience-ratings-correlate-to-loyalty/

Unexpected Loyalty
Under/Over Performance on Loyalty vs CX Rating
18
13.5
9
4.5
0
-4.5
-9
-13.5
Apple

BMW

USAA

Sears

http://experiencematters.wordpress.com/2012/11/29/companies-dont-earn-the-loyalty-their-cx-deserves/

Loyalty Drivers
Customer Mobility

Service Expectations

Emotionality
Product Quality
Clear Alternatives

Product Fit
Commodity Market

Everyone in the organisation has a part to play

The Journey to Loyalty
Delight Your Customers

Differentiate The Experience

Consistently Deliver The Experience

Years

Loyalty

Fix the Basics

The Journey to Loyalty
Delight Your Customers

perceived value of
an experience

Differentiate The Experience
Consistently Deliver The
Experience
Fix the Basics

consistently positive
emotional experience
physical attributebased satisfaction

The Customer Led Organisation Drives Loyalty

The Customer Led Business

http://experiencezen.com/?p=170

Martin Dowson
CXPA Board of Ambassadors
CX Director @ Comotion
Blogs @ ExperienceZen.com
Connect @
uk.linkedin.com/in/thecxguy/
martin.dowson@comotional.com

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