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.

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