将客户体验投资与商业价值联系起来

© Oliver WymanCustomer experience (CX) investment drives real business returns for shareholders. Numerousstudies sharing compelling data points and reports articulating real business outcomes havedemonstrated this correlation. For example, an article in the Harvard Business Review foundthat customers spent 140% more with brands that deliver good customer experiences thanthose who fall short in this area, demonstrating a direct link between CX and annual revenue.Despite this clear connection, securing investment required to deliver CX strategies remains akey challenge for many companies. This is largely driven by a mindset that CX is intangible or“fluffy”, due to the inability of many CX teams to tangibly link CX investment to clear businessoutcomes and thereby persuade c-suite level decision-makers and budget holders.Traditional metrics, such as the Net Promoter Score (NPS) and the Customer SatisfactionSurvey (CSAT), may provide a detailed picture of how a company is pleasing customers.However, it is not always clear how to link these metrics to direct business results. Withoutthis clarity, decision-makers struggle to see how CX investment will deliver business returns,thereby making it difficult to secure investment for CXprograms.Therefore, linking CX investment to clear, tangible business outcomes is crucial. We believe CXinvestment pays off in real business outcomes and commercial terms, and in this paper, we willprovide a suitable approach for how to view and manage CX investment, and elaborate on howto optimize this investment for the best results.An article in the Harvard Business Review found thatcustomers spent 140% more with brands that deliver goodcustomer experiences than those who fall short in this area,demonstrating a direct link between CX and annual revenue. © Oliver WymanThe evidence is clear:CX investment drivesreal business returnsfor shareholdersfor every 5% increase in retentionrate for businesses that investin CX. This demonstrates asignificant return on investment,highlighting the power ofcustomer loyalty.increasein profitthose who had a less than greatexperience, establishing a directlink between CX and annual revenue.Customers who had goodCX experiences spend140%morethanOn average...1Harvard Business Review, Adweek, XM Institute 2021, Oliver Wyman analysis.1 150%95%increasein revenuefor companies that createtailored experiences for theircustomers. This indicates thatcustomers are willing to paymore for a personalized,high-quality experience.3xfrom a brand that provided agreat experience, showcasingthe long-term benefits ofinvesting in CX.more likelyto repurchaseCustomers are © Oliver WymanHOW TO VIEW AND MANAGECX INVESTMENTCX investment should be top of mind for business leaders.In an era where customer loyaltyis increasingly difficult to achieve and maintain, businesses that prioritize the quality of their CXare more likely to retain their customers and drive repeat or increased engagement and sales,drive down costs, and in turn, create greater shareholder value.Speak the language of executives and shareholders by articulating the benefits of CXin real business terms.We believe that only by communicating the benefits of CX in termsexecutives and shareholders understand and value can CX teams secure confident leadershipbuy-in. Speaking a common language and communicating across a common platform greatlyreduces friction in the decision-making process.Balancing CX investment practically is equally as important as getting it allocated.Businesses and CX teams must take a pragmatic approach to managing a budget across aportfolio of CX initiatives and strike the right balance between fixing the basics and creatingdifferentiation. While it is important to get the basics right to avoid frustration and evenattrition, companies also need to create unique, memorable experiences that set them apartfrom their competitors to create sustainable advantage.CX is only one part of the wider value proposition design process, so companies should becareful not to view or execute CX initiatives in isolation.A holistic approach that considersall aspects of the value proposition is key to maximizing the impact of CX investment, from howthe business is configured and runs its operations, to what its offerings look like, and finallyto how the experiences pertaining to the offerings are delivered to customers or endusers. © Oliver WymanCX INVESTMENT SUCCESS STORIESSeveral companies around the world have utilized CX investment to achieve tangiblebusiness benefits. For example,one of the largest financial institutions in Australiainvested in developing a refreshed small and medium-sized enterprise (SME) lendingproduct, delivered through a powerful CX and smooth user experience (UX) and userinterface (UI). The revamped CX drove operational efficiencies and increased customerconversion rates, leading to a reduction in lending costs by 14% and conversion ratesincreasing to 23%.Another example is howone of the