A new study from Qualtrics XM Institute suggests businesses may be leaving money on the table simply by delivering a subpar experience.
According to the data, 72% of U.S. consumers say they’re willing to pay more for a premium experience. In some sectors, that figure climbs even higher—84% of travellers would shell out extra for a better flying experience.
Whether it’s getting faster help from customer service, boarding a flight with fewer headaches, or receiving relevant updates instead of noise, customers aren’t just passively expecting better, they’re willing to pay for it.
However, not every interaction is worth charging extra for. The study highlights that while consumers cite many “moments” they’d like to see improved, only some of those move the needle on overall satisfaction and loyalty.
CX fatigue is real and costly
Customer service has become a revenue filter. A 44-point drop in Net Promoter Score was observed in banking customers who couldn’t get the help they needed. Across industries, customer service consistently appears in two roles: the most requested area for improvement and one of the biggest predictors of sentiment.
In contrast, moments like “selecting a hotel room” or “returning a product” may be top of mind for customers but don’t carry the same predictive weight on satisfaction or loyalty.
Demographics also play a role when it comes to paying extra. Young adults (18–24) are the most eager to pay more for upgrades, suggesting businesses that target this age group may find more pricing flexibility if the experience justifies it. Men also lead the pack, with 77% saying they’d pay for a better experience, compared to 67% of women.
Where consumers are most (and least) likely to pay more
According to the study, here’s where customers are most willing to spend for an upgraded experience:
- Flying with an airline: 84%
- Rideshare: 77%
- Investment services: 73%
- Ad-supported streaming: 71%
- Package delivery: 70%
- Customer service: 68%
- Primary care provider: 61%
Isabelle Zdatny, head of thought leadership at XM Institute, said: “Companies that deliver great experiences prioritise the human connection with customers. This is a critical time for CX leaders, with outsized rewards for those that get it right. During uncertain times, consumers gravitate toward brands they already know and trust, creating a huge opportunity for organisations to build even stronger connections with their customers.”