Improving customer experience (CX) impacts three key drivers of a company’s revenue: customer retention, enrichment, and advocacy. Revenue growth through increased retention and enrichment makes up more than 90% of the top-line impact from improving CX. The business impact of CX via recommendations is small, but it accelerates with high Customer Experience Index (CX Index™) scores. That’s why CX pros can drive customer acquisition through advocacy most by improving already good or great experiences. This research guides CX pros in examining customer retention, cross-sell, and upsell data to use the revenue impact of improved CX in a business case.