Over the last fifteen years, many corporations have embraced the goal of creating a superior Customer Experience. The principle is powerfully intuitive – customers that have an emotional attachment to your brand or products will buy more and build a reputation that attracts more customers.
The promise of growth and competitive advantage is so enticing that large investments have been made despite a weak business case for an attractive return. All CX gurus state that a connection to the company bottom-line is important, but few discuss the hard details on how to do that. The current business case for CX rests on weak correlation analyses.
http://customerthink.com/customer-experience-will-be-a-fad-without-a-better-business-case/
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