To prove returns, CX initiatives need to have a tangible impact on revenues or costs. Get started by considering which of these six opportunities will help the most.

Increasing share of wallet results in growth. The same is true with up / cross-selling or increasing purchase frequency. You might run a CX project that simplifies re-ordering for example, or remind customers when stocks are running low.


Increasing acquisition is usually the biggest growth opportunity for most businesses, so improving the CX around product choice, check out or account creation might help.


Reducing costs is another golden opportunity. There are loads of ways to do this — improving self-service experiences, reducing complaints or product returns, etc.

Price increases tend to have the biggest impact on profitability. If you provide a truly exceptional experience you can probably charge more, or consider introducing a premium level of service for a fee.

Finally, if you create interactions that are designed to be remarkable — beautiful unboxing experiences or unexpected delights — people will share them, raising awareness of your brand.

Remember this. Don’t set out to improve the customer experience. Set out to improve the business, then determine how CX improvements might help.

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