How does one quantify the investment into CX to help a brand to stay on top of these rapid changes in consumer expectations and behaviours. Calculating ROI of CX investments can be hard because it’s not clear how long it would take to implement and how effective might be the solution. However, not investing into CX will result in significantly worse outcomes. How customers perceive your brand can influence the success of your business more than ever before. Many brands are investing heavily in customer experience (CX). But what exactly is the return? Although investing heavily in customer experience can be quantified with traditional return on investment (ROI) measurements, measuring the true impact of CX resource allocation is important.