While an improvement in any one of the three components of customer experience increases all areas of loyalty, an improvement in emotion provides the biggest benefit. Consumers with a high rating in emotion are more likely to exhibit one of the five loyalty metrics than consumers with a high rating in success or effort.

Emotion is the consumers' catalyst for:

1. Repeat purchases

2. Recommendations

3. Company forgiveness

4. Company trust

5. Trying new products

The way consumers rate their customer experience can help predict which loyalty behaviors they might exhibit. The success component most strongly predict a consumer’s likelihood to make additional purchases and likelihood to recommend the company — 84% of consumers who gave a high rating in success are likely both to recommend the company and purchase more from it in the future.

The general trend is that better CX ratings corresponds to the likelihood of loyalty behaviors, but effort still means more to consumers.