The CX Dividend is when companies gain a competitive advantage by focusing on the customer, achieving the business outcomes necessary to reinvest in those things – innovation and people – that allow them to leverage that advantage well into the future.
- Invest – Company invests in developing a customer-focused workforce and innovating the experience they deliver to customers
- Improve – Company improves the experience they deliver to customers, distancing themselves from their competitors
- Payoff – Company achieves a sustainable competitive advantage and tangible business results
- Reinvestment – Company protects their advantage by reinvesting