{"id":3841,"date":"2023-02-17T15:46:53","date_gmt":"2023-02-17T20:46:53","guid":{"rendered":"https:\/\/distributionstrategy.com\/?p=3841"},"modified":"2026-09-11T10:53:03","modified_gmt":"2026-09-11T14:53:03","slug":"how-a-measured-approach-to-customer-experience-can-drive-real-roi-for-your-company","status":"publish","type":"post","link":"https:\/\/distributionstrategy.com\/2023\/02\/how-a-measured-approach-to-customer-experience-can-drive-real-roi-for-your-company\/","title":{"rendered":"How a Measured Approach to Customer Experience Can Drive Real ROI for Your Company"},"content":{"rendered":"

Join us March 16 at 9 PT\/12 ET for a deeper look at how you can measure and improve Customer Experience for your company.<\/span><\/a>\u00a0<\/span><\/p>\n

If you want to find easy wins to improve your bottom line, invest in Customer Experience (CX).\u00a0<\/span>\u00a0<\/span><\/p>\n

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There are many examples of companies that focus on CX that outperform those that do not.<\/span>\u00a0<\/span><\/p>\n

But how can surveying your customers or listening to them complain result in more to your bottom line? Watermark Consulting dug into this very question. They ran an experiment where they tracked the S&P500 against the bottom 10 and top 10 customer experience-ranked publicly traded firms. (The top and bottom 10 were identified via publicly available third-part customer experience rankings from Forrester, Temkin Group and Qualtrics.)<\/span>\u00a0<\/span><\/p>\n

Spoiler alert: The top 10 firms\u2019 stock performance outperformed the S&P500 by a wide margin.<\/span>\u00a0<\/span><\/p>\n

\"CX<\/p>\n

Customer Experience leaders understand that while they are trying to increase customer satisfaction and NPS scores, they are doing so in a strategic way that grows the bottom line. For a customer experience program to be successful, it must be diagnostic and tied to financial metrics. Many Customer Experience initiatives <\/span>make the mistake<\/span><\/a> of simply taking their NPS score and not digging further. <\/span>\u00a0<\/span><\/p>\n

Every distributor is different. The survey metrics that matter to one organization may not matter for your own. This means you must have a good in-depth survey solution in place.\u00a0<\/span>\u00a0<\/span><\/p>\n

A simple free or inexpensive one-question survey will not give you the data you need to know which Voice of the Customer metrics will drive key financial indicators for your business.\u00a0<\/span>\u00a0<\/span><\/p>\n

Look for a survey that can be finished in 5 minutes or less but still provides ample data and is ongoing so you are able to keep up on these metrics.<\/span>\u00a0<\/span><\/p>\n

Let\u2019s look at an example.<\/span>\u00a0<\/span><\/p>\n

Right now, everyone is focused on inventory. Two financial KPIs for inventory are Average Order Value and Lines Per Order. The goal is to drive both of these metrics higher. But first you need your customer\u2019s voice.<\/span>\u00a0<\/span><\/p>\n

You can survey the customer and ask a couple questions such as:<\/span>\u00a0<\/span><\/p>\n