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.

1. Martin Dowson
Increasing Loyalty through
Customer Experience

2. (c) wysz @ flickr
Exceptional Experiences Driving Loyalty?

3. What is Loyalty

4. Blind Devotion

5. ‘Til Death Do Us Part

6. Define Loyalty

7. Consider

8. Trust

9. Forgive

10. All industries have gaps to fill
http://experiencematters.wordpress.com/2012/12/03/what-is-loyalty-and-is-it-dead/

11. 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/

12. 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/

13. Loyalty Drivers
Customer Mobility
Service Expectations
Emotionality
Product Quality
Clear Alternatives
Product Fit
Commodity Market

14. Everyone in the organisation has a part to play

15. The Journey to Loyalty

16. The Journey to Loyalty
Delight Your Customers
Differentiate The Experience
Consistently Deliver The Experience
Years
Loyalty
Fix the Basics

17. 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

18. Creating Memories

19. The Customer Led Organisation Drives Loyalty

20. The Customer Led Business
http://experiencezen.com/?p=170

21. The Customer Led Business
http://experiencezen.com/?p=170

22. The Customer Led Business
http://experiencezen.com/?p=170

23. Delivering Happiness

24. Reverse Thinking

25. Reverse Thinking

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