Forrester Research: The Business Impact of Customer Experience
To help customer experience management professionals prove the business value of a better enterprise customer experience, Forrester built simple models that show how revenue increases when a company’s Customer Experience Index (CxPi) score goes up. Forrester’s models capture revenue benefits from three sources:
1. Incremental purchases from existing customers in the same year.
2. Revenue saved by lower churn.
3. New sales driven by word of mouth.