Ep. 55 - The Three Metrics Every CX Team Needs to Prove ROI - Jochem van der Veer

Dec 10, 2025

Unpacking the complexities of customer experience, Jochem van der Veer reveals that ROI isn't just a single number. He emphasizes measuring customer outcomes, operational efficiency, and strategic influence to demonstrate true impact. Through relatable examples like retail banking and airlines, he illustrates how improving these areas can reduce churn, enhance cash flow, and streamline operations. Jochem argues for a systems-level perspective, urging CX teams to shift their focus from dashboards to meaningful business outcomes.

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INSIGHT

CX ROI Is Three Signals Not One

CX ROI is not a single metric like NPS; it's three complementary signals that reveal full value.
Leaders fund outcomes, not sentiment, so measure behavior, costs, and influence.

ADVICE

Target Upstream Friction To Cut Churn

Find where customers decide to stay or leave and fix friction upstream to reduce churn probability.
Shorten time-to-value in onboarding to increase retention, advocacy, and predictable expansion.

INSIGHT

Time-To-Value Drives Loyalty And Expansion

Faster time-to-value is the heartbeat of loyalty and can be quantified quickly.
Reduced friction and clear expectations increase cross-sell and upsell probability.

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Most CX teams struggle to show ROI because they’re looking in the wrong place. CX isn’t just one metric and it was never meant to be. As Jochem van der Veer explains, leaders don’t fund sentiment… they fund outcomes.

In this episode, Jochem breaks down the three ROI lenses every mature CX organization uses to quantify impact across the business: customer outcomes, operational efficiency, and strategic influence, and how they work together to reveal the full-stack value of customer experience.

If you want CX to be taken seriously, stop defending it with dashboards and start showing how the system behaves differently because of the way you work.

What You’ll Learn

How to measure and prove CX impact through three enterprise-wide signals:
Customer Outcomes. How reduced churn, faster time-to-value, and increased cross-sell/upsell probabilities drive revenue growth
Operational Efficiency. How fixing upstream friction cuts avoidable support volume, eliminates duplication of work, and reduces delay-driven waste
Strategic Influence. How journey alignment accelerates prioritization, decision-making, and cross-functional clarity
You’ll walk away with a practical, system-level view of CX ROI that product, finance, and executive teams actually believe.

KEYWORDS

business value of customer experience, customer experience ROI, CX strategy, customer retention, brand loyalty, experience management, CX metrics, customer insights, customer journey, customer feedback, business strategy, ROI, CX leadership, CX design, simon sinek, user experience, customer satisfaction, business growth, value proposition, customer service, customer relationships, marketing strategy

Watch next:

Bill’s full conversation on The Experience Edge podcast (link below).

• Experience starts with the CFO – Bill Staikos

Subscribe for more on journey management, CX strategy, and operationalizing customer-centricity at scale.

Like, comment, and share with your team if you’re ready to move from dashboards to boardrooms.

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