Make the Business Case: Better Customer Experience Can Deliver More Than $1 Billion In Revenue Growth

In the age of the customer, you need to be obsessed with your customers. And that obsession can pay off big time — as we have shown over and over again: Years of Forrester data confirm the strong relationship between the quality of a firm's customer experience (CX) and customer loyalty.

And this means revenue growth! Find out how exactly we calculate the revenue upside in the report "The Business Impact Of Customer Experience, 2014." But here are the cliff notes: We built a model that shows how improving customer experience scores from below to above average affects loyalty, which in turn affects revenue in three categories:

  • Repurchase: incremental purchases from existing customers in the same year.
  • Switching: revenue saved by lower churn.
  • Recommendation: new sales driven by word of mouth.

When we looked at the data, this year, we found new and important developments that affect the revenue upside:

  1. “Ok” is the new “poor.” Converging Customer Experience Index (CXi) scores mean that companies cannot rely on average customer experience to prevent churn and get people to buy more.
  2. People talk. Consumers recommend companies more if they had a good experience, and they talk to more people about it — a multiplier in the effect of CX on word of mouth.
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A Mistake To Avoid When Using CX Metrics For Employee Incentives

Do you use your customer experience (CX) metrics to incentivize frontline employees in your company? Here is a cautionary tale I came across in my wireless provider’s store.

While I was chatting with the representative who took care of my problem, I overheard another representative ask a customer for a 9 or 10 on the satisfaction survey. Don’t stop reading — we all know this happens; this is not what this is about. Given that I am a CX analyst with a passion for CX measurement, I asked my service rep what this was all about. What he said about the employee perspective on this blew me away: He said that the company basically said, “Southwest [Airlines] gets nearly only 9’s and 10’s on the survey (meaning the NPS question) so we should be able to do that, too.”

Setting targets for CX metrics requires more than that — benchmarking is a part of it, but it also requires a solid baseline and a realistic stretch target, with realistic being the operative word here. It is probably no surprise to you that the experience those two companies provide is hardly comparable. If you look at Forrester’s 2014 Customer Experience Index (CXi), Southwest Airlines is the industry leader among airlines with a CXi score of 81. And its score is way ahead of the average score for wireless providers of 71 (and also way ahead of my wireless provider’s CXi score).

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Benchmark Your Voice Of The Customer Program: Participate In Forrester’s Upcoming Research On The State Of VoC Programs, 2014

How mature is your company's voice of the customer (VoC) program? Compare yourself against the state of the art and find out: 

  • How VoC programs affect customer experience and business results.
  • How companies integrate and analyze data from different sources.
  • How VoC program owners share customer insight.
  • How they drive action based on their insights.
  • Which vendors they use to support their VoC program.

We'd like to hear from practitioners that can speak about their company's VoC program. As a thank you for completing our 10-minute survey, you will receive the report resulting from this research, "State Of Voice Of Customer Programs, 2014." As additional thanks, you will receive the high-level results after the survey data has been processed.

Sign up for the survey here.