Is There a ROI Behind the “Customer Experience” Buzz?

Is There a ROI Behind the “Customer Experience” Buzz?

The Tangible Returns of Investing in Customer Experience


The term "Customer Experience" (CX) has been a buzzword in the business world for quite some time. While many tout its importance, the pragmatic business owner might question, "Is there a genuine return on investment (ROI) in enhancing customer experience?" To answer this, we delve into a comprehensive study conducted by the Temkin Group.

The Direct Link: Customer Experience and ROI

Temkin Group's report, aptly titled "The ROI of Customer Experience," brings forward compelling evidence on the correlation between customer experience and financial growth across various industries. With feedback from over 10,000 U.S. consumers, the study highlights that top-performing retailers in CX not only foster greater loyalty but also see notable sales hikes.

To provide a clearer picture:

  • Fast Food: An annual revenue increase of $737.
  • Supermarkets: An annual revenue bump of $657.
  • Retailers: A yearly uptick of $609.

These numbers signify that the ROI tied to improving customer experience can potentially spiral into the hundreds of millions, varying by industry.

The Criticality of Understanding the CX-ROI Link

By acknowledging this direct relationship between CX and ROI, businesses can strategize their resources better. They can decide where to allocate funds and efforts, including into avenues like enhanced cleaning programs, which have been shown to boost profits by up to 15%, as noted by Alon Brands.

At CAF, the mantra is straightforward: “Clean Stores. Sell More!” The cleanliness of visible spaces like forecourts and restrooms is often extrapolated by customers to gauge the hygiene standards of the entire establishment. Especially in today's digital age, where online reviews and word of mouth can make or break a business, maintaining impeccable hygiene standards is paramount.

The Multi-Faceted Impact of Cleanliness in Retail

Cleanliness isn't just about the direct customer perception. Consider these aspects:

  • Online Reputation: A solitary negative review on platforms like Yelp or Google can deter potential customers. And remember, cleanliness critiques aren't confined to just restrooms.

  • Food Safety: For c-stores with food service options, any lapse in cleanliness can escalate into food safety concerns, affecting both reputation and customer health.

  • Employee Well-being: A clean environment isn't just for customers. It plays a pivotal role in determining employee morale and satisfaction.

However, achieving this gold standard of cleanliness isn't straightforward. Selecting the right products is merely the beginning. A holistic approach requires comprehensive training, proactive employee engagement, and a robust monitoring system to assess outcomes.


A stellar cleaning program doesn't just render a store visually appealing. It enhances the customer experience, fostering brand loyalty, and driving revenue growth. When customers walk into a clean store, their likelihood to return and spend more significantly increases. So, when pondering the ROI of investing in customer experience, remember: it's not just an intangible concept; it directly impacts the bottom line.

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