Abstract
‘What is the return on customer experience?’ is like the question ‘What is the return on innovation?’ To which the answer is, it depends on what you do and how you do it! The important point is, nobody says, ‘Let’s see if there is an ROI on a prototypical word like innovation before we innovate!’ And the same should apply to customer experience: that is if you are serious about it.
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Walden, S. (2017). Right Commercial Principles. In: Customer Experience Management Rebooted. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-349-94905-2_3
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DOI: https://doi.org/10.1057/978-1-349-94905-2_3
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Publisher Name: Palgrave Macmillan, London
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Online ISBN: 978-1-349-94905-2
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