African Americans Are The Most Likely To Recommend

In a previous post, we examined the companies that consumers were most and least likely to recommend. Now let’s look at how likely consumers with different ethnicity are to recommend companies to their friends and family. Our analysis covers 12 industries.

Here are some observations of the data:

  • In 10 of the 12 industries, African American are the most likely to recommend companies to friends and relatives.
  • In 11 of the industries, Caucasians are the least likely to recommend companies. The only exception: They are the most likely to recommend Investment Firms.
  • Hispanics are the most likely to recommend TV Service Providers and Hotels.
  • Half of the industries have an ethnic gap of more than five percentage points: Internet Service Providers, TV Service Providers, Investment Firms, Credit Card Issuers, Health Plans, and Retailers.

The bottom line: Do you know who’s recommending (and not recommending) your firm?

About Bruce Temkin, CCXP
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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