The ROI of Customer Experience
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The ROI of Customer Experience
What is ROI to you?
“NPS is up 10 points!!!!!” —(NON-ESSENTIAL) VOC MANAGER
“Our CSAT has never been higher!!!!!” —(SOON-TO-BE LOOKING FOR EMPLOYMENT) CUSTOMER INSIGHT DIRECTOR
77%
30%
7x
77% “NPS is up 10 points!!!!!” —(NON-ESSENTIAL) VOC MANAGER $
Behavioral Likelihood
Actual Behavior
Behavioral Likelihood
Customer Satisfaction
0%
100%
0 1 2 3 4 5 6 7 8 9 10
Actual Behavior
Behavioral Likelihood
Customer Satisfaction
0%
100%
0 1 2 3 4 5 6 7 8 9 10
100%
Actual Behavior
Behavioral Likelihood
Customer Satisfaction
0%
100%
0 1 2 3 4 5 6 7 8 9 10
9%
Actual Behavior
Behavioral Likelihood
Customer Satisfaction
0%
100%
0 1 2 3 4 5 6 7 8 9 10
40%
9%
Actual Behavior
Behavioral Likelihood
Customer Satisfaction
0%
100%
0 1 2 3 4 5 6 7 8 9 10
90%
40%
9%
The Goal
90% 9%
Repurchase
Repurchase
Behavioral Likelihood
Customer Satisfaction
0%
100%
0 1 2 3 4 5 6 7 8 9 10
81%
44%
16%
Customer Profile Financial Profile
$100 Million
50%
34%
16%
Company X
50%
34%
16%
CUSTOMER PROFILE
50%
34%
16%
CUSTOMER PROFILE
81%
44%
16%
BEHAVIORAL LIKELIHOOD
50%
34%
16%
CUSTOMER PROFILE
81%
44%
16%
BEHAVIORAL LIKELIHOOD
x
x
x
50%
34%
16%
CUSTOMER PROFILE
81%
44%
16%
BEHAVIORAL LIKELIHOOD
x
x
x
=
=
=
40.50
14.96
2.56
RETAINED REVENUE INDEX
50%
34%
16%
CUSTOMER PROFILE
81%
44%
16%
BEHAVIORAL LIKELIHOOD
x
x
x
=
=
=
40.50
14.96
2.56
58.02
RETAINED REVENUE INDEX
Retained Revenue Index
58.02 CURRENT RRI
50%
34%
16%
CUSTOMER PROFILE
51%
34%
15%
CUSTOMER PROFILE
51%
34%
15%
CUSTOMER PROFILE
81%
44%
16%
BEHAVIORAL LIKELIHOOD
51%
34%
15%
CUSTOMER PROFILE
81%
44%
16%
BEHAVIORAL LIKELIHOOD
x
x
x
51%
34%
15%
CUSTOMER PROFILE
81%
44%
16%
BEHAVIORAL LIKELIHOOD
x
x
x
=
=
=
41.31
14.96
2.40
RETAINED REVENUE INDEX
51%
34%
15%
CUSTOMER PROFILE
81%
44%
16%
BEHAVIORAL LIKELIHOOD
x
x
x
=
=
=
41.31
14.96
2.40
58.67
RETAINED REVENUE INDEX
Retained Revenue Index
58.67 FUTURE RRI
- ( )ROI =
Future RRI
Current RRI
Current RRI x Current
Revenue
- ( )ROI =
58.67 58.02
58.02 x $100 M
$1,120,303.34
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