Customer experience improvements can be worth billions

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Forrester Research's VP-research director Harley Manning cites a new company study that models the business impact of an improved customer experience. It details an increase in three loyalty metrics that every company cares about: purchase intent, likelihood to switch business to a competitor and likelihood to recommend. Startlingly, Manning notes that the companyies that paid attention to customer experiences enjoyed average annual revenue increases from a low of $40 million for large retailers to a high of $1.7 billing for wireless carriers.
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