smith+co on
customer experience
Shaun Smith
  • By Shaun Smith
  • Jun 08 2009

The solution to measuring the ROI of customer experience

The art of improving customer experience has covered many column inches, but the science less so.

Let’s recap on the art. We believe that organisations with more satisfied customers grow faster and generate long term better returns. We know that there is a correlation between satisfaction and recommendation and that only the most satisfied customers are advocates. The Net Promoter Score (NPS) has its limitations, but the evidence is that organisations with a higher NPS grow faster. In all this we remember that the experience which creates satisfaction has many facets including people engagement, brand affinity and, increasingly, on line capability. We also know that value is a real arbiter; it is the value a customer pays for the experience which generally drives the buy decision.