Types of Customer Experience: How They Affect Revenue and Customer Retention

Types of Customer Experience: How They Affect Revenue and Customer Retention

MENTELI

Types of Customer Experience: How They Affect Revenue and Customer Retention

There are 3 types of CX:

+CX — when customers have something to talk about, and the business profits

This is not just about “customer satisfaction.” It’s about emotional value — the impression a customer takes away after interacting with your company.

What it brings to your business:

  1. Referral Rate (RR): happy customers bring in new ones organically.
  2. Retention Rate (RR): customers keep coming back.
  3. LTV (Lifetime Value): each customer becomes more valuable over time.

Example: Disneyland 🎢 — it’s not just an amusement park, it’s a true theater of emotions. Customers leave happy, tell their friends, and want to return.

0CX — neutral experience, everything works but without excitement

The product is good, the service is stable, no failures. The customer feels fine — and that’s already a positive.

But there’s a catch:

  1. No emotional “superpower” for referrals. People don’t become brand advocates or share their experience.
  2. At the same time, there’s no loss in leads or conversions — you preserve money and resources.

Example: a dental clinic 🦷 — the client easily books an appointment, the doctor does the job, the tooth no longer hurts. Everything is fine, but nothing memorable.

-CX — when customer experience hurts your ROI

Imagine the customer journey turning into a maze. At most “turns,” some customers drop off — along with the resources you’ve already spent on them. 

What it leads to:

  1. Loss of potential customers you’ve already invested marketing resources in.
  2. Decrease in ROI, CPA, and ROAS.
  3. Negative word of mouth: customers leave and tell others what to expect from your brand.

Example: a language learning app 📱 — a customer comes via paid Google search, takes a placement test, but the results never reach the app. Time and money are wasted, and the frustrated user looks for another solution.

Takeaway

  1. +CX: new customers + returning customers = growing LTV.
  2. 0CX: stability without losses — already good.
  3. -CX: loss of resources and reputation.

CX is a tool for growth, protection, and long-term business value. Measuring CX means gaining additional control over your sales funnel.

How to count CX  https://menteli.com/cx-audit