More bullshit from the CX industry: satisfaction is "the key metric” for proving an ROI for customer experience, this article says. 

Unfortunately, to prove a return for your CX project from satisfaction scores you need to: 



a) Prove it was your specific CX project that caused the change in customer satisfaction — not changes elsewhere in the business like price promotions, product improvements or advertising — which in reality is almost impossible.

b) Also prove that this change in satisfaction had a clear financial payoff which is all but impossible too, because satisfaction, revenues and profitability can change independently of one another. If we cut back on advertising, for example, satisfaction can increase and revenues decline because people forget we exist. If switching costs are high, revenues can stay buoyant even if satisfaction declines.

In summary then, try to prove ROI from satisfaction scores and you may find:

• Satisfaction increases but you can’t prove it was your work.

• 
Satisfaction doesn’t increase at all because of changes made outside of the CX initiative.

• Satisfaction improves but financial performance doesn't.

It's no wonder leaders are skeptical.

See this post on LinkedIn