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1、DATA SNAPSHOTDATA SNAPSHOTHow Success,Effort,and Emotion Affect Customer Loyalty,2024James Scutt,XMPPrincipal XM CatalystTalia QuaadgrasResearch Program ManagerMay 2024Copyright 2024 Qualtrics.All rights KEY FINDINGS IN THIS REPORTAs part of Qualtrics XM Institutes 2023 US Consumer Study,we asked 10

2、,000 consumers to rate their recent interactions with brands across the three dimensions of customer experience success,effort,and emotion and how likely they are to perform four loyalty activities afterward:trust the brand,forgive the brand for a mistake,recommend the brand to others,and purchase m

3、ore from the brand.From our analysis,we learned that:+Emotion has the largest impact.Consumers with a high emotion rating are the most likely to exhibit each of the four loyalty behaviors compared to consumers with high success or effort ratings.On average across all industries,high emotion scores a

4、re most likely to coincide with high likelihood to purchase more.+Effort and success also have positive effects on loyalty.On average across all industries,effort and success have a strong positive impact on all loyalty behaviors.As with emotion,these customer experience components have the stronges

5、t relationship with likelihood to purchase more.Seventy-eight percent of respondents who give a high effort rating say they are likely to purchase more,while only 18%with a low effort rating say the same.These numbers for success are 77%and 19%,respectively.+Airlines benefit the most from strong cus

6、tomer experiences.Of the 22 industries,airlines success and emotion ratings have the strongest relationship with each the four loyalty behaviors.On average,consumers who give an airline high emotion ratings are 8.3x more likely to have strong loyalty than those with low emotion ratings,while those w