Posted: 10th February 2015

Cost centre or profit driver? Customer Experience and ROI


2015 began with some troubling news. A poll of more than three hundred business leaders conducted during January’s Maru/Syngro webinar revealed that over 98% considered themselves to be “under pressure” to demonstrate ROI from their customer experience programme.

This is hardly surprising considering that some 90% of organisations still view CX programmes as a cost to the business, rather than a driver of profit.

Nevertheless, for those who are willing to commit to customer experience management, demonstrable ROI is not only achievable – in today’s customer-driven marketplace, it is necessary.


As webinar attendees heard, Professor Dr. Phil Klaus states that “business decisions should begin and end with the customer”.

By ensuring that the customer’s voice is heard in the boardroom, a cohesive and impactful customer experience programme can be established.

Everyone from the executive team through to the front line must understand their role in ensuring that customer feedback is not simply used to fix faults, but fuels competitive advantage and an unbreakable connection to customers.

Those that do are reaping the rewards in terms of customer advocacy, loyalty and spend.

Join the 15% reporting “substantial” ROI from customer experience.

It is time for CX programmes to evolve from a cost centre to a profit driver. Programmes that continue to superficially commit to putting customers at the centre of business operations are unlikely to achieve game changing ROI, with implications for growth and competitive positioning.

Don’t let your competitors overtake you in the customer experience race.

Watch the exclusive webinar recording to discover how companies can drive financial value from CX and hear from globally renowned experts including award winning strategist, Professor Dr. Phil Klaus and Christopher Brooks, the go-to CX consultant for leading B2C and B2B brands.

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