A satisfied customer is potentially a loyal customer. Up to this point Accenture Digital – the digital technology arm of Accenture – is not telling us anything new in its report ‘Digital Transformation: Re-imagine from the outside-in’. However, the consulting specialist goes beyond the fairly obvious basic link between the quality of the user experience and the revenue which customer loyalty is likely to bring in – in terms of repeat purchases, lower switching rates and increased word-of-mouth recommendation – and shows us just how close is the correlation between the two.