Why do brands invest in customer experience (CX)?

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If every brand cared about customer experience with the same passion as they talk about meeting their expectations, we would live in a world in which we would have a close relationship with 87% of the brands we have ever had contact with.

As we know, this is not the case.

But let’s focus on those brands that take customer experience seriously and answer the next question…


In this case, I will also refer to research, this time by SuperOffice philippines telegram data – a company providing CRM solutions – which in its report indicates 3 main (most frequently indicated) reasons why brands decide to make this type of investment:

to improve cross-selling and up-selling activities,
to improve customer retention,
to increase customer satisfaction.
why companies invest in customer experience - customer experience

Source: SuperOffice, 2024

We can therefore see that brands care primarily about specific effects, including increasing sales.

However, the effects of working on customer experience can also be seen in other areas, not only sales.