Why do brands invest in customer experience (CX)?

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In this case, I will also refer to research, this time by SuperOffice – a company providing CRM solutions – which in its report indicates 3 main (most frequently indicated) reasons why brands decide to make this type of investment:

to improve cross-selling and up-selling activities,
to improve customer retention,
to increase customer satisfaction.
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Source: SuperOffice, 2024

We can therefore see that brands care primarily about specific effects, including increasing sales.

However, the effects of working on customer experience can also be seen in other areas, not only sales.