Qualtrics：2023全球客户体验投资回报率研究报告（中译版）（34页）.pdf

1、DATA SNAPSHOTGlobal Study:ROI of Customer Experience,2023Bruce Temkin,CCXP,XMPHead of Qualtrics XM InstituteMoira Dorsey,XMPPrincipal XM CatalystTalia QuaadgrasSenior Research AssociateMay Copyright 2023 Qualtrics.All rights reserved.KEY FINDINGS IN THIS REPORTAs part of our latest global consumer s

2、tudy,consumers from 29 countries rated their recent experienceswith 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 customerexperience.Ouranalysisfoundthat:+Consu

3、mer satisfaction impacts key loyalty behaviors.Satisfaction has a very strong correlationwithconsumers likelihoodtotrust,recommend,andpurchasemore.+Consumer likelihood to recommend and trust are similarly impacted by consumer satisfaction.Compared to a 1-2-star experience,after a 5-star experience c

4、onsumers are 3.1x more likely to bothrecommendandtrust acompanybut areonly2.3xmorelikelytopurchasemore.+The impact of satisfaction on loyalty metrics varies by country.Satisfaction is least stronglycorrelated to loyalty behavior in China,where,after a 5-star experience,consumers are only 1.2x moreli

5、kely totrust,1.2x more likely torecommend,and 1.3x more likely topurchase more compared totheirdissatisfied peers.Comparatively,following a 5-star experience,the Frenchs likelihood to trustincreases by 4.8x,Italians likelihood to recommend increases by 4.4x,and Indonesians likelihood topurchasemorei

6、ncreasesby3.7x.+Unsatisfying experiences impact parcel delivery services loyalty metrics the most.Across allindustries,consumers are least likely to trust and recommend a parcel delivery service after a 1-2-starexperience,withonly19%sayingtheyarelikelytoperformeither activity.Consumersareleast likel