Trends Report

Customer Recommendations Have Only A Small Business Impact For Big Brands

November 18th, 2020
Niraj Patel, null
Niraj Patel
James Williams, null
James Williams
With contributors:
Brian Mukasa , Harley Manning


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.

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