Input Values
Enter your customer experience metrics.
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Results
What is CX?
Customer Experience (CX) is a customer’s overall perception of your brand across every interaction—browsing your site, using the product, getting support, receiving emails, and even reading reviews. It spans all touchpoints, digital or physical, direct or indirect. Strong CX reduces friction, increases loyalty, and compounds revenue over time.
Want the deep dive? See our guide on What is CX? for principles, examples, and common pitfalls.
Calculate your CX ROI
Use the calculator above to estimate the financial return of CX improvements by quantifying retention lift and the revenue it adds.
How to calculate CX ROI (step-by-step)
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Number of Customers
Total active customers you currently serve. -
Average Revenue per Customer (ARPC)
Average revenue per customer over the time period you’re modeling. -
Retention Rate Before (%)
Your baseline customer retention rate. -
Retention Rate After (%)
The new (or target) retention rate after CX improvements. -
CX Investment Cost
The total cost of your CX program (software, tooling, training, headcount, etc.).
Click Copy Link to save or share the exact numbers with your team.
What the results show
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Estimated Added Revenue
Revenue created by keeping more customers due to retention lift. -
CX ROI (%)
The return on your CX investment.
Formulas used
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Retention lift (percentage points) = Retention After – Retention Before
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Additional customers retained = Number of Customers × (Retention lift / 100)
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Estimated Added Revenue = Additional customers retained × ARPC
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CX ROI (%) = ((Estimated Added Revenue – CX Investment Cost) / CX Investment Cost) × 100
These are estimates based on your inputs. Real results vary with cohort mix, seasonality, and contract timing.
Interpreting your CX ROI
Use these bands as a practical guide:
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🔴 Negative ROI
Your CX program isn’t paying back yet.
Common causes: tools not deployed at the right touchpoints, expensive stack with low adoption, small lift because the biggest friction isn’t addressed.
Actions: focus on high-impact moments (onboarding, renewal, support), streamline your toolset, and run tight A/Bs to validate lift. -
⚠️ ~0% ROI (Break-even)
You’re not losing money, but value is marginal—often normal early on.
Actions: improve targeting and timing of surveys/experiments, close the loop on feedback, and double down on the highest-ROI fixes. -
🟢 Positive ROI
CX investments are returning more than they cost.
Actions: document what worked, keep measuring, and expand proven initiatives (self-service content, proactive outreach, faster issue resolution).
Why CX ROI matters
- Justifies investment with hard numbers (not just anecdotes).
- Aligns teams on which friction to remove first.
- Forecasts impact of retention on revenue and cashflow.
- Builds a roadmap that compounds value (retained customers buy longer and more often).
Tips for better estimates
- Match the time horizon (e.g., monthly ARPC with monthly retention).
- Segment by cohort (new vs. existing customers often have different churn).
- Exclude one-off promos from ARPC for cleaner signals.
- Track pre/post with the same definitions and window.
Conclusion
CX is a long-term play: the payoff grows as retention compounds. A negative or break-even ROI today can still be the right signal to refine where and how you invest. Use this calculator to quantify the lift, share the link with stakeholders, and prioritize improvements that reduce effort, resolve issues faster, and keep customers coming back.
