Customer experience is often discussed as a “soft” topic. Something important, but hard to quantify. Something that supports the business, but does not directly drive it. In reality, measuring customer experience is one of the most practical business investments a company can make. When CX is measured well, it improves decision-making, reduces waste, and protects revenue.
Customer acquisition costs (CAC) continue to rise across industries, making efficient growth one of the biggest strategic priorities for brands today. Many organizations respond by shifting spend, channels, or targeting, yet still struggle to bring CAC down in a sustainable way. What they often overlook is the experience customers encounter once they arrive. CX audits expose hidden experience gaps that drive drop-off, churn, and wasted acquisition spend. By fixing these issues, brands can reduce CAC without increasing budget.