Consumer Behavior

Consumers willing to pay more for premium experience

Photo: Generated by AI. Adobe Stock.

June 9, 2025

A majority of U.S. consumers, (72%), would pay more for a premium experience when doing business with a company, according to data from Qualtrics XM Institute.

Consumers are most willing (84%) to pay for a better experience when flying, 61% are willing to pay more when visiting a primary care provider and 68% for better customer service, according to a press release.

"Companies that deliver great experiences prioritize the human connection with customers," Isabelle Zdatny, head of thought leadership at XM Institute, said in the release. "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 organizations to build even stronger connections with their customers."

Simply getting help from customer service is one of the most frequently identified moments of frustration for customers.

On average across industries, two-thirds of customers said a recent customer experience they had could be improved.

"Understanding the complete customer journey is essential because it reveals the true 'moments that matter' — not all journeys need improving, and not all improvements are worth the effort. By identifying these critical moments, organizations can focus their resources where they'll deliver the greatest return on their customer experience investments," said Zdatny.