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New From Forrester: How CX Affects Revenue
January 10, 2017

Forrester released new research today that reveals the connection between customer experience (CX) quality and revenue growth across 13 different industries. As organizations have struggled to show a direct correlation between improving CX and growing revenue, the new research uses Forrester’s Customer Experience Index (CX Index™) data to model how CX improvements drive revenue growth through increased loyalty. For example:

  • Traditional retail banks and direct banks are the two industries where revenue potential increases the most with higher CX Index scores: A one-point improvement in a retail bank’s CX Index score could result in $124 million in increased revenue.

  • While the credit card industry has the lowest revenue potential related to CX Index scores, its advocacy revenue potential is five times greater than other industries, accounting for 15% of credit cards’ total CX-driven revenue potential.

  • The high per-unit revenue from the sale of a vehicle gives mass-market auto manufacturers the highest revenue potential: A one-point improvement in a mass-market auto manufacturer’s CX Index score could result in $873 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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