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New research from Kustomer surveys 600 CX and support leaders on how customer experience drives revenue and retention, the key shifts in how CX is being measured, and the ways AI is impacting CX organizations' ability to proactively drive business outcomes at scale.
The New ROI of Customer Experience draws from Kustomer’s survey of 600 CX and support leaders, along with firsthand insights from AfterShip, Attentive, Iterable, and Bear Group.
CX leaders believe in CX’s impact on revenue, but they’re struggling to prove it.
87% of CX leaders say support quality influences whether a customer buys again or renews their contract. Fewer than half can actually measure that connection well enough to prove it.
There’s a clear gap between CX teams who know their customer data holds revenue-impacting insights and those who can actually act on them.
88.5% of CX teams describe themselves as highly confident in their ability to surface actionable insights like churn risks and upsell signals from customer data. Only 56% proactively act on those signals before the moment passes.
Proactive support drives measurable business value.
Among CX teams that can measure the impact of proactive outreach, support offered before a complaint or churn signal, the typical reported gain is 30% higher customer lifetime value.
CX is still being measured on CSAT, but revenue metrics are gaining a foothold.
Customer satisfaction remains the most widely used CX metric by a wide margin, cited by 65% of teams. At the same time, 44% of CX teams say their primary metric has already shifted from operational to outcome-based metrics in just the past 12 to 24 months.
Teams are still determining how best to measure AI performance.
45% of CX teams score human and AI interactions by completely different standards. Almost a quarter don’t formally measure AI quality at all. As AI takes on more of the conversation, many organizations haven’t decided how to hold it accountable.
Inside the report:
Download the full report to see all the data and get a comprehensive look at CX’s ongoing evolution into a critical revenue function among leading businesses.
