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Support EXP Releases The CX Turning Point: New Behavioral Analysis Reveals Why Traditional Loyalty Metrics Are Losing Predictive Power
Where loyalty, strategy, and leadership face their next test
Centerville, OH — Support EXP has released a new executive insight report, The CX Turning Point. Drawing on a multi-year behavioral dataset of more than 150,000 customer interactions aggregated across multiple channels and financial institutions, the analysis reveals early loyalty-stability patterns that traditional sentiment metrics often fail to detect — especially when customer effort rises.
The findings suggest that while sentiment-based indicators such as Net Promoter Score (NPS) continue to offer valuable perspective, they may no longer reveal the earliest indicators of stability or risk in today’s faster, more digital environment.
“Loyalty didn’t disappear. Our visibility into it did,” said Rhonda Sheets, Founder and CEO of Support EXP. “Financial institutions now need earlier, clearer signals of customer stability. This research shows where those signals are actually forming.”
Key Findings:
1. Ease — not sentiment — more often aligns with early loyalty stabilityAcross the multi-year dataset, higher ease of doing business frequently corresponded with more stable likelihood-to-refer outcomes. When effort increased, early behavioral instability often appeared — even for institutions performing in Excellent or World-Class NPS ranges (as defined by Bain & Company, co-developer of Net Promoter Score).
The earliest signs of loyalty stability — and early signs of potential growth — often appear in behavioral patterns long before they show up in traditional scorecards or financial results.
2. High NPS cannot consistently buffer the effects of friction
The analysis suggests that effort operates as an independent behavioral signal. When customers experience elevated effort, willingness-to-refer often declines, regardless of sentiment.
3. Younger customers react faster — and more sharply — to friction
The generational analysis reveals a pronounced divergence: Customers under 45 show steeper positive movement with ease and steeper declines with friction, reflecting faster and more fluid decision cycles.
“The institutions that succeed in this next era will be those that interpret behavior with precision,” Sheets added. “Executives want visibility into early lift, early leakage, and the earliest indicators of change. This report connects those dots.”
Why This Matters for Financial Institutions
While sentiment remains important, many early shifts in customer behavior originate in effort, not opinion — especially among younger customers whose expectations and reaction cycles differ from older segments.
By improving visibility into behavioral stability and friction signals, institutions will be better positioned to:
• Retain the rising generation
• Protect value and deepen relationships
• Strengthen competitive momentum
• Differentiate experience in a crowded market
Read the full report here: https://supportexp.com/cx-turning-point/
Executive Webinar: January 2026
Support EXP will host a 45-minute executive intelligence session, Rewriting the Rules of Loyalty, offering leaders a deeper look into the behavioral and generational patterns uncovered in the research. The session is designed for senior executives, board members, and growth and experience strategists.
Registration: supportexp.com/turningpointwebinar
About Support EXP
Support EXP provides behavioral insight and CX decision intelligence to financial institutions. Its integrated measurement systems and executive alignment practices help leaders better understand emerging behavioral patterns and make more informed decisions.