Measuring Return On Experience

PWC recently published a report leveraging insights from data from their Global Consumer Insights Survey, that introduces a new concept metric called Return On Experience (ROX).

Here’s how they explain ROX:

Because consumers today are so discerning and powerful, it’s our perspective that most organisations need to invest far more in customer experience (CX). Measuring ‘return on experience’ (ROX), will help you understand your earnings on investments in the parts of your company directly related to how people interact with your brand.

This is prescient because there is plenty of evidence that suggests that the experience is more important than the marketing that drives engagement with it. 

Of course driving engagement is valuable too and marketing channel specific measurement is important, but as one of the analysts quoted in the report says, it’s “all trees, no forest” if we fixate on channel performance.

ROX captured my interest because it feels like an important step forward in how we value experiences, which is the path toward investing in better experiences. 

These things said, ROX still feels theoretical because the report didn’t touch much on how to operationalize it. 

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