1. The Business
Case for
Customer
Experience
Investment
e G u i d e s e r i e s
The impact great customer service has
on today’s organisations.

2. Profitability and efficiency are
key organisational drivers. 98%
of customers surveyed by Netcall
confirmed that operational efficiency
and cost savings are a priority.
Top brands succeed by intuitively aligning with
customer needs and seamlessly integrating into
their customers’ everyday lives*. We ask does
investment into customer experience deliver?
See how strategic spending delivers increased
profit, loyalty and team productivity.
INTRODUCTION
“Customer experience is the last source of sustainable
differentiation and the new competitive battleground”
Tiffani Bova, Gartner Vice President and Distinguished Analyst
e G u i d e s e r i e s
*Interbrand

3. Six years into the age of the customer,
consumers increasingly demand
immediate, personalised and tailored
experiences.
Organisations may be reluctant to invest in
customer experience (CX) improvements. Perhaps
you are asking:
• How is this significant to my contact centre?
• Is there a business case that justifies
meeting this demand?
Companies that prioritise the customer
experience generate 64% higher profits than their
competitors.
As the face of your organisation you need your
contact centre to be joined up, seamless in tailoring
their customer response and able to resolve
queries with successful processes first time, every
time. The return on investment is tangible, and you
will deliver real value to all stakeholders as you
meet the challenge.
DO YOU KNOW
YOUR CUSTOMER?
You need
9 first-time
shoppers to get the
conversion of one
repeat customer!
(Lee Resource Inc.)
e G u i d e s e r i e s

4. Companies
that prioritise the
customer experience
generate 60% higher
profits than their
competitiors
(Gartner)
Brand loyalty is closely linked to
a positive customer experience.
Customers are inclined to spend
more money with those companies
that make it easier to do business
with them.
Customers are:
• 19% more likely to recommend
• 20% more reluctant to switch to a
competitor product
• 16% more likely to repurchase
Temkin calculate that these three factors will add
between 26% and 14% directly to revenue.
CUSTOMERS
BUY MORE
e G u i d e s e r i e s

5. Watermark Consulting’s ‘Customer
Experience ROI Study 2015’ shows
companies that methodically and
consistently invest in improved
customer experience grow and
improve profitability.
Their market value is increased 8 times over slow
moving companies.
Forrester predicts that ‘small thinking on
customer experience will destroy financial results’.
Information to place the agent in control, will
eliminate wasted steps, shorten time to resolution
and reduce customer effort.
PROMOTES
GROWTH AND
PROFITABILITY
Gartner
confirm that
even a simple 5%
increase in customer
retention can increase
business profits
between 25% and
125%
e G u i d e s e r i e s

6. 27%
1 2 3
45%
54%
Price is not always directly linked
to customer churn. Poor customer
service often results in customers
going elsewhere. And they are likely
to shout about their experiences.
A CEI study shows that 86% of buyers will pay
more for a better customer experience.
The reality is that only 1% of customers feel that
suppliers consistently meet expectations.
CUSTOMERS
PAY MORE
“After a positive
experience, more than
85 percent of customers
increased their value…
The ‘moment of truth’ in
customer service”
(McKinsey)
e G u i d e s e r i e s
Source - Sweet Tooth Rewards
Likelihood of another purchase after 1,2,3 purchases

7. Your customer churn rate has a
direct impact on your ability to grow
your business.
More than 70% of customers will reduce
their commitment to an organisation when a
relationship spoils (Mckinsey) and 66% will leave
due to poor service. Incredibly 85% of churn is
preventable.
of churn could be saved if the issue is
resolved at first point of contact.
AVOID SOURING
THE RELATIONSHIP
– YOU WILL LOSE
CUSTOMERS
“If a customer likes you and continues
to like you, they will do business with
you. If they don’t, they won’t.”
(Paul Greenberg)
67%
e G u i d e s e r i e s

8. Dissatisfied customers not only
have an impact on the bottom line
but they can also have a draining
impact on resources.
Unhappy customers complain, 50%*
immediately reach for the telephone and
40% will ask to speak to a supervisor, which
significantly impacts inbound demand and
consumes time of skilled and expensive
resources.
Save unnecessary escalations when you
streamline your complaints process. Analyse
repeated complaints and assess their cost
to resolve.
Create an authority matrix to empower
appropriately skilled agents to resolve at
first contact.
Win increased loyalty as customers feel
they are heard.
Really listen and identify bottlenecks in your
processes. Use cross functional teams to
remove common areas of complaint.
The results see happier customers and more
motivated staff.
REDUCE COMPLAINT
HANDLING COSTS
95% 66% 85% 11%of complaining
customers will do
business with you again
if you resolve
the complaint
instantly
of consumers who
switched brands
did so because of
poor service**
of customer churn
due to poor service
was preventable**
of customer churn
could be prevented
by simple company
outreach**
e G u i d e s e r i e s
*Netcall **Esteban Kolsky, CEO of thinkJar

9. A customer’s primary relationship
with your organisation is likely to be
through your contact centre.
There are strong profitability drivers for your
business case to consistently improve and deliver
a seamless end-to-end experience that will
delight your customers while increasing both
revenue and productivity.
Results are clear, Adobe says “the superior
economic benefit of return and repeat purchasers
is astounding”.
WHAT THIS
MEANS TO YOU?
e G u i d e s e r i e s
82%
of store visitors
make a follow up
phone call
(Orange)
40%
of customers using
self-service also
contact the
call centre
(Orange)

10. Get in
touch
Enhance your focus on customer experience,
move ahead of your competitors and
continue forward on your customer
engagement journey increasing loyalty and
adding revenue to the bottom line.
Liberty, Netcall’s integrated customer
experience platform, helps you manage
customer interactions using its advanced
feature sets. Customer updates are then
delivered from Liberty and the
customer’s enquiry is handled effectively and
quickly, transforming customer engagement.
Find out more visit
www.netcall.com/liberty
or get in touch and speak to a specialist on
0330 333 6100 and ask for
“transforming customer engagement”.
www.netcall.com
©2016 Netcall Telecom Limited
NCE3-GEN-0216-3381