Qualtrics recently looked into the value of Customer Experience in brand relationship. They found a strong majority of consumers value premium experiences—and are willing to pay a premium—especially when those experiences enhance connection, convenience, and peace of mind. Companies that strategically optimize key touchpoints can turn those expectations into loyalty and brand trust.
72% of U.S. consumers are willing to pay more for a premium experience when interacting with businesses.
- 84% would spend extra for a better flight experience.
- 61% would pay more for improved care from their primary care provider.
- 68% are open to paying for enhanced customer service.
Isabelle Zdatny of Qualtrics XM Institute emphasizes that businesses delivering exceptional experiences—particularly those centered on human connection—can reap significant rewards. In uncertain times, consumers tend to gravitate toward trusted brands, offering these companies an opportunity to deepen relationships. Learn more at Qualtrics XM blog.