Let’s face it – there remains some scepticism when it comes to the transformative potential of Customer Experience (CX) as a function. There are myriad reasons for this, but one stands out above all: the struggle to showcase the real impact of CX investment on the bottom line.

Here is the second truth, equally unpopular: a staggering number of organisations find themselves adrift when it comes to extracting sustainable value from CX investments. We are not talking about a reduction in complaints or a warm fuzzy feeling of going the extra mile. We are talking about cold, hard cash - a direct link between CX investment and the balance sheet.

Pause and consider - can you truly quantify the value of the remarkable work you are doing for your customers? If your answer hovers around ‘maybe’ or ‘no’, rest assured, you are in good company. Most organisations have grappled with retro-fitting customer-centricity into their business models, and often the responsibility for CX as a function sits squarely in the Customer Service realm.

Perhaps it’s no surprise then that the primary aim tends to be damage limitation - fewer mishaps, fewer grievances, less need for complaint. All worthy objectives, but the reality is these KPIs are often considered more ‘hygiene factor’, less newsworthy to the C-Suite than the commercial appeal of increasing margin or boosting Revenue Generating Units (RGUs).

Yet, herein lies the great injustice: the CX function holds the potential to be one of the most dynamic engines for growth and value creation in a company’s arsenal.

CX done well is not just about cost savings and reputation management – although the benefits of these two elements are well documented. In truth, it is entirely plausible to increase customer value and business growth through strategic CX interventions, all while tracking the precise impact on the P&L. Don’t take our word for it either: a UK CSI study back in July 2015 proved the link between customer satisfaction and business performance – unsurprisingly, the happier a customer is, the more products and services they will buy from an organisation.

Enter Hellon. We specialise in empowering businesses like yours to unlock sustainable, quantifiable value from CX. Imagine silencing the CX sceptics once and for all. That’s our mission.

We are Hellon. Reach out to connect and let’s re-define your CX ambition together.

Alex O’Neill, Strategy & Transformation Director

alexandra.oneill@hellon.com