The business case for Customer Service is complex. Gone are the days when we bought a piece of hardware that depreciates over 5 or 10 years on the balance sheet. Customer Experience does not even show up on our assets list. At least not with that name.
The ROI of Customer Experience is in the revenue and customer growth of your organization. It is in the engagement of your customer base that leads to ancillary sales. It is in the strength of your brand image and the worth of your brand equity. The challenge business leaders face justifying investments (especially big ones) is because these relationships are not linear. Today’s CFO need’s to understand the value of marketing more than ever. Customer Experience is equal to brand management and if you underestimate the importance of either, you might not be in business in 5 years.
Customer Experience ROI is the same as your company’s strategy ROI. If you don’t have a defined brand and marketing strategy backed up with a complimentary communications strategy you will not see Customer Experience ROI regardless of your investments. Think about your strategy and argue the case for Customer Experience investments as an execution of a strategy, not as a business case.
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