Even the most inherently customer-centric company invests in CX with one main goal in mind: improving the bottom line. Because what’s better than a happy customer? A happy customer who is loyal and chooses your company over the competition time and time again. In the process of optimising your CX, it’s important to understand how your efforts are impacting your business. Maybe you’ve expanded your customer service team to handle complaints and questions more quickly, resulting in higher customer satisfaction. But if that investment in your customer service capacity does not pay off by reducing churn and boosting your revenue, you may want to consider your options. That’s why the CX Insights Framework helps you assess not just the impact on CX KPIs, but also KPIs related to your business value. These can include your customer value, customer churn, but also operational costs. For example, if you improve on-screen messaging, you can use the framework to analyse its impact on the number of phone calls to customer service. That’s important, because reducing operational costs is good for your business. The framework also helps you assess the Return on Experience (RoX), which links your investment in CX to the added value for your business. Predicting and measuring the impact of your optimisation efforts on these KPIs helps you establish the right balance between a happy customer and a healthy business.