As businesses across the country strive to deliver better customer experiences, a new nationwide study provides timely insights into what Americans value most in the products and services they use every day.
The 2025 Customer Value Report, authored by marketing researchers at Rice Business and the University of Miami Patti and Allan Herbert Business School, evaluates 18 sectors representing the full spectrum of American consumer life — from banking, education and health care to streaming services and law enforcement.
Based on a survey of more than 3,000 U.S. residents, the report combines qualitative research and quantitative analysis to identify and rank the specific value drivers — such as cost, quality, safety and convenience — that shape how consumers judge and choose services.
“Customer value is the North Star of all successful enterprises, whether for- or not-for-profit. Yet most organizations struggle to create value for customers because they lack the resources to clearly define and prioritize the drivers of customer value,” said lead study author Vikas Mittal, the J. Hugh Liedtke Professor of Marketing at Rice Business and founder of the Center for Customer-Based Execution and Strategy. “This report defines the drivers of customer value, quantifies their relative weights and ranks the value drivers using a validated, research-based approach.”
Key findings: What matters most to customers?
Participants in the survey, conducted by TRC Insights between March 3-12, were asked to rate the importance of various attributes in up to three industries. Using a combination of 10-point importance ratings and a 100-point allocation task, researchers were able to determine the top value drivers for each industry.
Among the most frequently cited drivers:
- Cost/affordability was a top three driver in 14 of the 18 sectors.
- Quality, whether of service, care or product, ranked among the top in sectors such as health care, pharmaceuticals and education.
- Safety and security led in sectors where personal risk or trust is involved such as airlines, law enforcement, banking and education.
Some sector-specific highlights include:
- Health care: quality of care, affordability and personalized attention
- K-12 education: safety, teacher quality and academic rigor
- Financial services: safety/security and return on investment
Notably, diversity, equity and inclusion (DEI) and sustainability — while often heavily emphasized in corporate messaging — ranked among the least important value drivers. DEI was ranked among the least important drivers in all sectors, and sustainability ranked near the bottom tier in nearly half of them.
“Organizations can use the report to better serve customers by focusing their resources on excelling at the highest-ranked drivers,” said study co-author Michael Tsiros, the Centennial Endowed Chair and professor of marketing at Miami Herbert Business School. “Ultimately, a clear prioritization of value drivers not only helps customers but also employees, who can prioritize their time and energy in the most efficient and effective manner.”
A strategic tool for business and policy leaders
The Customer Value Report is more than a reflection of consumer opinion — it is a strategic guide for leaders seeking to deliver measurable value, the researchers said. By understanding which attributes matter most in their sector, businesses and public institutions can reallocate resources, improve service delivery and engage their workforce more effectively.
“The 2025 Customer Value Report is an invaluable resource for organizational leaders hoping to craft a science-based and customer-focused strategy,” said Peter Rodriguez, dean of Rice Business. “It is also an important tool for regulators working to support consumers. The ultimate goal is to improve organizations, while also delivering higher value for customers.”
Download the entire report here.