Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Women are more loyal consumers than men

The loyalty study asked 10,000 US consumers to rate their brand loyalty in terms of likelihood to recommend, reluctance to switch, and willingness to repurchase, and found that more than one quarter of companies have either "strong" or "very strong" loyalty ratings, while 50% have "weak" or "very weak" ratings.

At the industry level, grocery chains and retailers have the most loyal customers while internet service providers and TV service providers have the least loyal customers. USAA has the most loyal customers across three industries (banking, insurance, and credit cards). And, comparing the results from the 2011 and 2012 studies, PNC and USAA had improved the most while Kohl's and Hyatt had declined the most.

Loyalty by gender
The study also examined the difference in loyalty scores between male and female consumers. Interestingly, women were found to be more loyal than men in all 18 industries. As observed in the table of results below, there are four industries where women have a wide loyalty gap with men: rental car agencies, airlines, hotel chains, and grocery chains. In only three industries do women have less than a three percentage point loyalty gap: TV service providers, internet service providers, and credit card issuers.

Top performers
In terms of loyalty ratings, the top performers in the study were:

1. Sam's Club (retailer).
2. Aldi (Grocery chain).
3. USAA (Bank).
4. Publix (Grocery chain).
5. Amazon.com (Retailer).
6. A credit union (Bank).
7. H.E.B. (Grocery chain).

... and tied for eighth place:
8. Chick-fil-A (Fast food chain);

1. Starbucks (Fast food chain).

8. Target (Retailer); 8. USAA (Insurance carrier).

Other highlights from the research included that:

• USAA (in its banking and credit card divisions) as well as credit unions (banking) outpaced their industry peers by more than 25percentage points.
• DHL and RadioShack were the furthest behind their peers, falling more than 20percentage points below their industry averages.
• Across the 12 industries we examined in both years, nine industries earned higher overall loyalty scores in 2012 and three showed an overall decline. Computer makers were at the top of the list of gainers while retailers showed the largest decline.
• Out of the 139 companies that were included in both the 2011 and 2012 Temkin Loyalty Ratings, 84 made at least a small improvement in their scores. Led by PNC and USAA, 19 companies earned double-digit percentage improvements year on year.
• Kohl's and Hyatt were the only companies that declined by more than 10percentage points from 2011 to 2012.

Obtaining the full report...
The full report has been made available for online purchase (US$195) directly from Temkin Group's web site - click here. Access to the data sets behind the Temkin Ratings can also be purchased online, click here.

Temkin Group's managing partner, Bruce Temkin, is an established customer experience expert, helping large organisations improve their business results by changing how they deal with customers. As part of this focus, Temkin addresses the full array of strategy, marketing, interaction design, customer service, and leadership practices. Temkin also publishes the online journal 'Customer Experience Matters', click here.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)