This deck presents a methodology and tool to estimate return on investment (ROI) of investments in the customer experience.

1. Kinesis CEM, LLC
Calculating ROI: A Simple Intuitive Customer Experience ROI Calculator
https://blog.kinesis-cem.com/2015/04/22/calculating-roi-a-simple-intuitive-customer-experience-roi-calculator/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies.
Mr. Larse can be reached at elarse@kinesis-cem.com.
http://www.kinesis-cem.com
kinesis-cem.com 206.285.2900 info@kinesis-cem.com
Calculating ROI:
A Simple Intuitive Customer
Experience ROI Calculator

2. Different Approaches
to Calculating ROI on
Service Quality
Calculating ROI
on Service

3. Where ROI on
Customer Service is
Considered a Given
Blind Faith
Approach

4. Predictive Models
Explain the Links
Between Service
Attributes, Customer
Satisfaction and
Profitability
Sophisticated
Approach

5. Such models can be valuable
as a means for understanding
the associations among
different service and profit
factors.
They can also provide insight
into how service attributes
interact with each other to
influence customer
perceptions.
Sophisticated
Approach

6. These models tend to have too
many moving parts to function as
a practical, day-to-day business
tool.
They give the appearance of
being far more precise than they
actually are.
And may be too sophisticated
for some audiences.
However

7. Sometime managers
need a simpler,
more intuitive
approach to
estimating ROI on
customer service.
Simpler
Approach

8. List Customer
Behaviors With
Financial
Implications
Behavioral
Approach

9. List Service
Attributes that Likely
Influence Customer
Behaviors
Behavioral
Approach

10. - Systems
- Skills
- Incentives
- Measurement
- Rewards
Behavioral
Approach
Consider How to
Influence Desired
Customer Behaviors:

11. Link List of
Customer
Behaviors to
Costs and
Revenues
Behavioral
Approach

12. Using this
behavioral approach
it is possible to
construct an ROI
calculator.
ROI Calculator

13. Go to the
following
address for a
calculator:
ROI Calculator
http://kinesis-cem.com/Kinesis_ROI_Tool.xlsx