We have seen this before. While a simplified picture of reality, the table below is representative of this cycle and the cycles that preceded it. The shift in focus from times of ‘easy money’ to those of ‘tight money’ will no doubt resonate with professionals in customer experience and marketing functions. What owners and investors value Company mandates for CX and marketing teams Revenue Growth “Grow at all costs!” “Make everyone happy!” “Scores and revenues!” Easy Money Profitability “Pull back!” “Focus on cost cutting!” “Margins!” Tight Money
Making the case for CX in times of uncertainty Page 5 Page 7