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Full Report – Return on investment in customer service: the bottom line report (2011)

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Our research into evidence of the financial returns from customer service.

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Our research into evidence of the financial returns from customer service. It comprises a survey of senior directors, a literature review, case studies, an executive summary and a series of recommendations that can be used to start achieving ROI from customer service. (Published 2011).

Sponsored by O2, South Yorkshire Passenger Transport Executive and BT. Published 2011.

A free electronic copy of the executive summary is included with the purchase of this report (a download link will be included in your order confirmation email).

This report examines:
– the activities that lead to a customer service ROI
– the relationships between customers and organisations that lead to ROI
– how organisations are beginning to measure intangible aspects of customer service such as loyalty, experience and sentiment
– how the more intangible aspects of customer service bring the greater returns
– how ROI in customer service is a developing discipline

It also contains a set of detailed recommendations that organisations can use to achieve a good ROI from their customer service activities.

Main findings
– customer service contributes to the success of organisations
– strong customer relationships are the key to success and profitability
– front-line staff play a critical role in forging close customer relationships
– customer satisfaction is a reliable indicator of business performance
– soft, relational dimensions of customer service are increasingly important but difficult to measure
– ROI in customer service is a developing discipline

Who is it for?

Anyone who is:
– making a case for customer service as a strategic driver
– finding ways of achieving some form of return on investment in customer service
– measuring customer satisfaction, sentiment and other more intangible customer measurements
– measuring return on investment

What people are saying
– “Ace document with some excellent customer service models” – Dave Christophers
– “How refreshing to read substantial, independently verified, research that endorses the longer term business benefits of trust, advocacy and an emotional connection.” – Martin Howe
– “I am delighted to see the value placed on the interaction between front-line customer service employees and customers by the respondents in the new report.” – Amanda Callen


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