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How CX Affects Revenue
October 11, 2017

Forrester released new research today that reveals the connection between customer experience and revenue growth across 17 different industries, using its latest Customer Experience Index (CX Index™) data to model how CX improvements can make a business impact by increasing customer loyalty. Specific industry examples include:

  • For traditional retail banks, increasing an already excellent CX Index score by one point drives revenue potential four times as much as increasing a poor CX Index score by one point.

  • More than 50% of customers of the biggest airlines say they have poor or very poor experiences. A one-point improvement in an airline’s CX Index score could result in $167 million in increased revenue.

  • The high per-unit revenue from the sale of each vehicle makes winning additional customers very attractive to automakers. A one-point improvement in a mass-market auto manufacturer’s CX Index score could result in $874 million in increased revenue.

Click here for more information, and please contact us if you'd like a copy of this report.


About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.


Jenna Vassallo
Marketing Manager
Forrester Research, Inc.

Tel. 617-613-5746



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