Customer experience "middleware" is key to CX ROI

customer experience managementThe dilemma: "Despite 90% of respondents saying that customer experience is a top strategic priority for their firm, a shocking 86% said their companies don't actually expect to get much value from it." — Forrester 2013 State of Customer Experience report

The solution: Company-wide employee engagement in customer experience improvement is essential "middleware" connecting voice-of-the-customer practices to customer engagement practices.
customer experience management reportNote: "middleware" here is a figure of speech to represent a chasm in what's prevalent

In most companies, customer voice and engagement efforts are emphasized in relative absence of:
looking for systemic patterns in customer data
prioritizing opportunities by lifetime value
resolution of root causes of customer pain
creating mutual value in policy, process, and cultural innovations that differentiate CX

The customer experience ROI maturity roadmap has building-blocks for sustained customer experience ROI. The building-blocks formula:

C5 + I2 + E2 = CX ROI

Customer Experience ROI Model




Your CX ROI Roadmap

Starting Customer ExperienceHow to Start Your CXM Journey

When starting a customer experience initiative, you've got a great opportunity to get things right from the beginning

Expanding Customer ExperienceHow to Expand CXM Company-wide

Expanding from a division or function that's achieved CX excellence — or from a tool or program that has helped your company to-date

Energizing Customer ExperienceHow to Energize CX ROI Maturity

Customer experience excellence is an ongoing journey for any organization, anticipating and adapting to evolving customer expectations


CX ROI Blog Series

customer experience management strategyModel for Customer Experience Strategy

A close look at the most prevalent CX practices underscores this dilemma: we're "putting the cart before the horse" with near-brute-force on business results and by forgoing

customer-experience-jengaCustomer Experience Jenga

In managing customer experience (CX), new heights are attempted by betting the farm on shiny silver bullets such as loyalty programs, CRM, technologies, digital marketing

customer experience strategyCustomer Experience ROI Trajectory

Wilderness experts will tell you that using a compass to find your way requires an accurate starting point: if you don't get that part right, and start out a few degrees off

B2B Customer Experience JourneyCustomer Experience Maturity Roadmap

Customer experience maturity happens only through a concerted roadmap designed to guide your organization from its initial efforts to its achievement of differentiated

strategy customer experienceCustomer Experience Strategy is Uncommon

What is customer experience strategy? A set of tactics or a program is often labeled "strategy", but let's not be fooled by semantics. Shared vision among executives

customer centric culture assessmentCustomer-Centricity is Controversial

Customer-centricity is controversial. Ask 10 people what it means and whether it's good, and you might get 10 different answers. how can a whole company "get on the same page"

customer comments valueComments are Customer Experience Gold

What's the one thing you can do for greatest impact on customer experience differentiation? Act on comments customers have already given you. It's a treasure trove of diagnostic advice

Customer Experience Intelligence InnovationCustomer Experience Intelligence Inspires Innovation

Everything everyone in the company does should be done within the context of the customer experience. If so, then waste is minimized as we focus on what customers value

customer valueCustomer Lifetime Value Prioritizes Customer Experience Management

Money talks. It motivates. It prioritizes. Money enables jobs and guides how we do them. So it only makes sense to allocate our efforts according to the source of money: customers.

customer experience collaborationCustomer Experience Improvement is a Team Sport

A company is a team, funded by customers. A company is expected by customers to operate as "one". Nobody likes to hear evidence that the company is not a real team:

customer experience mutual valueCustomer Experience Innovation Creates Mutual Value

Value is the secret to customer experience excellence, and that's why value is secret to sustainable growth. But beware: sometimes value is created selfishly …

customer experience employee engagementEmployee Engagement: Living Your Brand Promise

What’s the purpose of employee engagement? Engaged employees will yield strong business results, right? Not necessarily. Engagement for engagement sake …

customer engagementCustomer Engagement is the Capstone of Customer Experience Management

Customer engagement is the aim of any organization: it's a sign of success and future growth. Customer engagement in co-promoting a brand is seen …

Complimentary Worksheet

customer experience motivationRequest this worksheet:

How to nurture motivation for customer experience excellence

 No Fields Found.
  +1 408 687 9700 (GMT -8; US Pacific Zone)



Customer experience ROI expertise

Customer Experience

Definition of customer experience


We have been in your shoes as customer experience practitioners and we know what it takes to develop successful customer-centered culture.

ClearAction is a leading expert in customer experience and customer relationships. I value ClearAction’s views on the role marketing needs to take on in managing the customer experience.
C. Crandell, CMO, Ariba