Positive customer experience = satisfied customer = loyal customer... Like antibiotics, it's not automatic!

Although the three concepts are correlated, they do not have indisputable cause and effect links. Thus, a consumer may have perceived his customer experience as very positive, without being 100% satisfied with the product. They may also not be absolutely loyal to the brand for a variety of reasons, the first of which is the short-term nature of their purchase: a "one shot" need. To try to see more clearly the interactions between the three notions, let's take them up one by one...

Customer experience

The customer experience encompasses all the stages of the purchasing process and is made up of the different interactions that emerge between the brand and the consumer along the way. The different stages thus include the pre-sale, the sale itself and, of course, the post-sale. It therefore includes a large emotional component. An optimum customer experience is one that has generated a positive feeling throughout the purchase process and which will therefore contribute to maintaining or even strengthening the relationship with the brand.

Customer satisfaction

The consumer may be satisfied with the customer experience... but then be disappointed with the product or service acquired. Measuring customer satisfaction provides information on the customer's perception at a given moment. However accurate it may be, the measurement - which takes different forms: survey, automated solutions such as WizVille - is only a reflection of the customer's state of mind at a given moment. Although it should be taken into account, it in no way prefigures the establishment of a lasting relationship - or not - of the customer with the brand. E.g.: a satisfied customer may nevertheless go elsewhere to buy THE product that his usual brand does not have in its range...

Customer loyalty

Basically, the loyalty of a customer to a brand is measured by the re-purchase rate; that is, the percentage of consumers who have repeated a purchase after the first one, and this, within a predefined timeframe. This is a very factual measure. A second indicator predicts customer loyalty by asking them about their future purchase intentions and their intentions to "recommend the brand". This measurement is based on "declarative" data and therefore requires all the caution attached to the concept.

What are the links between customer experience, satisfaction and loyalty?

The link exists, inevitably, but it is complex!
A loyal customer is loyal - among other things - because he has been satisfied. However, a satisfied customer is not necessarily a loyal one. Is the missing link the positive customer experience? Certainly, because to be loyal, it is likely that the customer must not only be satisfied but also emotionally connected to the brand... Thus, satisfaction and experience are ONLY components of loyalty. Major components, however, that should not be neglected!

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