Trends Report

The Business Impact Of Customer Experience, 2014

March 27th, 2014
With contributors:
Harley Manning , Colin Campbell , Dylan Czarnecki


Years of Forrester data confirm the strong relationship between the quality of a firm's customer experience (CX) and customer loyalty. We built three simple models to estimate the impact that customer experience has on three loyalty measures: willingness to consider the company for another purchase, likelihood to switch business, and likelihood to recommend. This report shows the results that our models predict for 13 industries. CX professionals should use the interactive versions of those models to explore a range of benefit scenarios tailored to their company's unique situation, which will help prove their business case and win the funding needed to move their organizations along the path to customer experience maturity.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.