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Wednesday, 11 January 2017 00:00

Digital Customer Experience ROI: (How To) Show Me The Money

DRJ-LogoForrester's clients frequently ask us how to build the business case for customer journey mapping, particularly for digital experiences and digital products. We have proven that better customer experiences drive revenue in industries with low switching costs. But what about investments in customer journey mapping?

Now that I've taken on Forrester's digital business and transformation playbook, I've been thinking a lot about the benefits of journey mapping, which I believe is the front end to any transformation initiative. I don't have a wealth of evidence yet to justify your investments in journey mapping (though my CX colleagues have a lot more to share for Forrester clients). But I have been developing a framework to measure the impact of better customer experiences. These metrics range from hard to squishy:

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http://blogs.forrester.com/ted_schadler/17-01-10-digital_customer_experience_roi_how_to_show_me_the_money