PART TWO What’s Underneath The Current State Of CX CX remains a multifaceted and complex operation. CX teams have had to implement new ways of working and establish buy-in across complex organizations, all while serving a fickle and increasingly less loyal public. C-Suite Buy-In The current state of CX is driven by shifts both in the work of CX professionals and their place within the larger business context. We’ve said it for years: There’s a solid economic case for customer experience. The ROI on even small increases in CX Index score continues to be significant. For a big-box retailer, a 1-point improvement can lead to an extra $244 million in incremental revenue, while a decrease in CX Index score can slash revenue and profit just as dramatically. The C-suite is recognizing customer experience’s economic potential. Facing the dangers of disintermediation, disruption, and stockholders’ demands for quarterly profits, executives are seeking new ways of gaining and retaining market share. CX success stories, both internally and in the wider market, are grabbing their attention. © 2019 Forrester Research, Inc.