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  • Customer Experience Measurement That Drives ROI

    Customer Experience Measurement That Drives ROI


    The following blog references a recent Forrester report, titled “How To Measure Customer Experience Performance and Prove ROI”.  To access the full report, go here.   

    Customer experience is one of the few levers that organizations can pull to differentiate their brand, drive loyalty, and unlock growth—all at once.  

    Yet despite its growing importance, many CX leaders still wrestle with three critical questions:  

    • How effective is our current customer experience?  
    • What should we prioritize to improve it?  
    • And what’s the actual business impact of doing so?  

    According to Forrester, just 4 in 10 CX professionals believe their metrics truly reflect performance.¹ That gap between efforts and insights holds teams back.  

    To close it, CX leaders must evolve how they measure experience, strengthen alignment with operations, and clearly articulate value in financial and strategic terms.  

    Here’s how to move from measuring sentiment to proving impact.  

    1. Measure CX performance at multiple levels  

    A strong CX measurement program starts with a three-dimensional framework:  

    • Relationship level: Understand customers’ overall impression of your brand. This data predicts loyalty behaviors like repeat purchases or brand advocacy.  
    • Journey level: Identify how well different stages of the customer journey connect—or where friction causes drop-off.  
    • Touchpoint level: Examine specific interactions (e.g., digital checkout, support calls) to surface issues that impact satisfaction in the moment.  

    What sets leading firms apart is their ability to connect the dots. For example, Allied Irish Bank1 didn’t just measure loan approval satisfaction—they correlated satisfaction (perception) with wait times (interaction) and conversion rates (outcome). This allowed them to identify a critical pain point and redesign the loan journey to improve results.  

    2. Embed CX insights into business decision-making  

    CX data is only powerful when it informs action. CX leaders embed insights directly into planning and operations by:  

    • Creating models that identify CX drivers. Linking perception, interaction, and outcome data reveals what shapes customer sentiment and why it matters to the business.  
    • Visualizing insights in intuitive ways. Dashboards and stakeholder-specific reports ensure that CX isn’t hidden in a silo—it becomes central to strategic conversations.  
    • Aligning insights with planning and decision cycles. Delivering CX data when teams are setting goals or defining priorities ensures it directly influences business outcomes.  

    Most importantly, these organizations shift the conversation from “How’s our score?” to “How are we performing for customers?” Shell’s CX leader said it best: “Now we say ‘CX performance’—it changes the mindset.”1  

    3. Prove ROI with business-focused outcomes  

    Anecdotes don’t secure CX budgets—business results do. To build credibility and buy-in, CX teams must:  

    • Link CX metrics to business KPIs. This means showing how experience improvements lead to higher retention, increased revenue, or cost savings.  
    • Create repeatable ROI models. Use methods like linkage analysis to consistently connect perception and outcome data.  
    • Avoid over-reliance on scores. Incentivizing CX teams on score improvement alone can distort results and encourage gaming. Focus on improving real experiences instead.  

    As Forrester notes, programs that tie CX to financial performance earn greater stakeholder trust and longevity. 1  

    Continue reading   

    Want to go deeper? Access the full Forrester report for a complete roadmap to building an effective, business-aligned CX measurement program. Inside, you’ll find:  

    • A three-tier model for CX measurement maturity—from foundational to advanced.  
    • Real-world case studies from organizations like Allied Irish Bank, HubSpot, and Humana.  
    • Tactics for aligning CX metrics with strategy, systems, and stakeholder expectations.  

    CX isn’t just about delighting customers—it’s about driving growth. And it all starts measuring the right things that enable you to drive your organization forward.  

    1Forrester, How To Measure Customer Experience Performance And Prove ROI, Maxie Schmidt with Martin Gill, Hannah Jachim, Georgia Caplice, Frank Harris, 20 March 2025.  



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  • 5 ways CX delivers ROI 

    5 ways CX delivers ROI 


    As a CFO, you’re tasked with finding efficiency, reducing risk, and driving long-term value. Customer experience might not always show up on a balance sheet—but its impact is deeply financial. From churn reduction to margin expansion, great CX delivers measurable business outcomes that finance leaders can’t afford to ignore. 

    Taken together, strong customer experience adds tremendous, tangible business value. In this post we are talking about five of the most important benefits of a great customer experience. 

    The following post references our latest e-guide, “The CFO’s Guide to CX: Boost Revenue & Cut Costs”. To download the free e-guide, click here! 

    1. Improved retention rates and reduce churn 

    Retention is top of mind for just about every CFO right now as businesses and consumers are tightening wallets and cutting down on spending. Successful CX programs improve customer retention by delivering consistent, high-quality interactions. Whether it’s resolving issues on the first touch, personalizing outreach across channels, or closing the loop on feedback, every great experience strengthens loyalty. 

    A strong CX strategy also helps uncover the real reasons behind customer attrition. By analyzing survey results, support conversations, social media feedback, and review sites, teams can spot the warning signs of dissatisfaction early. 

    Modern text analysis tools surface patterns across thousands of open-ended responses. This allows brands to proactively engage with at-risk customers, resolve root issues, and demonstrate that feedback is valued—often before a customer decides to leave. Lower churn not only preserves revenue but protects brand reputation in the long term. 

    Retention stems from trust. And trust is earned when customers feel heard, valued, and understood, every single time. When customers stay longer, the lifetime value of each relationship increases, making every dollar invested in CX a smart one. 

    2. Cost-reduction impacts 

    Better retention and less customer churn both directly translate to lower costs. In fact, according to Forbes: 

    • Retained customers cost significantly less than acquiring new ones—up to 5x less, according to Forbes. 
    • A mere 2% increase in retention can reduce overall costs by 10%. 

    Additionally, CX initiatives often identify bottlenecks and process inefficiencies, while reducing expensive escalations. Happy customers require fewer support resources, refunds, and replacements. Open feedback loops help identify issues before they become costly. And lower churn means less time, money, and energy spent on reacquiring old customers. 

    3. Higher customer lifetime value 

    It’s not just more cost-effective to retain existing customers—those customers also generate more value over time. In fact, the likelihood of selling to an existing customer is up to 14 times higherthan selling to a new one. 

    Satisfied customers buy more frequently, are more receptive to cross-sell and upsell opportunities, and often become brand advocates, extending your reach without additional marketing spend. Each of these behaviors directly supports key business goals, and all are driven by a strong customer experience. 

    4. Build brand-equity 

    An eMarketer study found that for U.S. adults, the most important factor influencing purchasing decisions is knowing and trusting a brand, cited by 57% of respondents. “Recommendations from friends or family” came in a distant second at 12%. Both are deeply shaped by customer experience. 

    Exceptional CX builds brand equity by creating emotional connections through consistent, positive interactions. It turns satisfied customers into advocates and differentiates the brand through personalized, high-quality engagement. 

    According to Harvard Business Review, companies with well-defined brand strategies can see revenue growth of 10–20%. A strong customer experience is a critical part of that broader strategy.  

    5. Greater profitability  

    Taken together, these outcomes roll up to Finance’s favorite words: revenue and profit. Great CX enables businesses to retain more customers, at lower cost, for a longer time, who spend more money, and tell their friends about the brand. That, in turn, leads to greater profitability. It’s no surprise that a Harvard Business Review analysis found that “Customers who had the best past experiences spend 140% more compared to those who had the poorest past experiences.” 

    Continue reading  

    There’s never been a more important time to invest in customer experience—and right now is a critical moment for CFOs to prioritize the investments that will drive long-term value 

    Want to continue reading? Download “The CFO’s Guide to CX: Boost Revenue & Cut Costs”. 

    In this guide, we cover: 

    • The compelling case for investing in customer experience 
    • A financial framework for linking CX metrics to business growth  
    • The CFO’s role in the future of CX 
    • 7 questions CFOs should ask when evaluating CX software  

    Or if you want to see how Alchemer can help you improve and scale your CX programs, checkout out some of our other resources or request a demo!  



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