For years, people (including consultants) have been struggling to come up with good ROI arguments for "soft stuff" like CX.
Years ago, we were teaching one of our first Customer Scenario® Mapping Facilitation courses to a mixed group of our clients. (Before we developed our online training course, we taught facilitation in a face-to-face two and a half day workshop.) One of the sample maps we worked on was for a FIT (that’s “Facilitator in Training” in CSM speak) from Merck Medco. The map was rather complicated—multiple layers deep, with layers for the end-patient, the employer’s HR folks, the RX benefits management company (that’s Medco), the pharmacist, and the health insurance provider.
As always, we spent a bit of time figuring out the customer’s Moments of Truth (MOTs)—the showstoppers that could derail the entire scenario. That’s when the FIT had a brilliant insight. He realized that each customer MOT was actually measurable!