Science Proves the Purchase Experience Outweighs Relationships and Brand Image: Havas Study
The fun-loving data department at Havas applied linear regression to 19,000 surveys with 30+ questions about 150 brands in three countries. The result was unusually solid data on what drives satisfaction with customer experience. Answers differ by country but for U.S. consumers the weights were 48% purchase experience, 29% relationship, and 23% brand image. The idea is the weights should help allocate investments to the most effective projects.