Most retailers understand that upstream factors such as customer loyalty, retention, advocacy, satisfaction and brand preference have a causal relationship on both financial performance and operational variables. However, linking and measuring customer experience initiatives to tangible return on investment (ROI) can be a challenge. If retailers do not have a well-defined, structured measurement strategy, its very difficult to gauge how much CX is worth and show where it generates value both for customers and for the business. Delighting customers comes with a cost. Delivering a superior customer experience should meet; even excel customer expectations. But, not at any cost.
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