Five Steps to a Robust Customer Experience Business Case
Our five step plan helps marketers get disciplined about building the business case for investments to improve customer experience.
It seems simple. Deliver a great customer experience and happy customers hand over their money. Provide a mediocre customer experience and disgruntled customers walk out the door…with their money. But, still, quantifying the true business impact of investments to improve customer experience is one of the hardest tasks a CMO can undertake. Why? Because customer experience is broad and amorphous. Relying on vague arguments that it’s simply the right thing to do isn’t enough to attract and sustain investments. You need a business case.
The strongest business cases focus on the twin factors of profitable growth: revenue and cost, according to Jake Sorofman, research vice president for Gartner for Marketing Leaders. In a recent survey, 73% of consumers said they would expand their purchases with a vendor by 10% or more if the customer experience was superior. Where to start? Read more about the blueprint for building a compelling customer experience business case on Smarter With Gartner website.
Gartner for Marketing Leaders clients can read more in ”How to Justify the Business Value of Your Customer Experience Investments“.