Focus on Justifying investments goes beyond relying on company revenue growth or satisfaction ROI to scores. It requires you to understand how your initiatives are impacting customer balance acquisition, retention, spend, and cost to serve. You must link your CX and Marketing costs and investments to customer unit economics. loyalty Customer Unit Economics & Lifetime Value + Customer unit economics is the study of all marginal revenue and costs attributable to individual customers. This includes the upfront costs to acquire customers, current and future revenue associated with customers after acquisition, as well as the costs associated with that revenue. + Customer lifetime value is the present value of all cash flows associated with a customer.