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CX ROI Strategy Engine · Used Across 5 Sectors

Turn Customer Experience Into a Revenue Line Item.

Built for CX leaders who need to make the commercial case for CX growth.

CX leaders who can't quantify impact lose budget, credibility, and influence. RU-CX gives you the financial evidence — revenue at risk, scenario uplift, and a leadership-ready commercial report — in under 5 minutes.

Potential ROI = modelled uplift (no investment cost). Actual ROI confirmed after investment and realised results.

What you'll see in minutes
Revenue at Risk
Period + Lifetime
Scenario Uplift
Period + Lifetime
Potential ROI
Modelled uplift %
Focus + Actions
Where to target next
Pick your industry → Add journey inputs → See Value at Risk instantly
Private by design — encrypted, user-only, never shared RU-CX never uses your data for model training Delete your data anytime
Leadership Ready
Commercial Decisions
Secure & Private
Your data. Your control.
MH Demo PLC · FY 2025 · Scenario +15% / −10% churn
Revenue at Risk (Period) ● Current
£24.18m
YoY ending 29/04/2025
Revenue at Risk (Lifetime) CLV
£198.00m
CLV revenue basis
Scenario Uplift (Period) +15%
£6.56m
Compounded
Scenario Uplift (Lifetime) CLV
£52.63m
CLV revenue basis
Revenue at Risk by Journey Stage
Enquiry
100%
—
Purchase
75%
£10m
Onboarding
93%
£2m
Retention
86%
£4m
Combined Commercial Movement (Lifetime) £79.48m
Your Data Is Protected
Your assessments are visible only to you
Fully encrypted storage
RU-CX does not use your data for model training
Delete your data anytime
The CX Credibility Crisis

CX Isn't Failing.
The Measurement Systems Are.

Boards don't fund metrics. They fund impact they can trust. Right now, most CX leaders can't give them that.

54%
of CX programmes can't prove ROI clearly enough for executive teams — over half cannot demonstrate financial impact in board terms.
— Forrester: Why CX Scores Are Declining
60%
of CX leaders struggle to link their work to financial outcomes. This disconnect is the biggest reason leadership teams remain sceptical of CX budgets.
— Industry analysis: CX leadership challenges
✓
CX leaders outperform the market long-term. External results are strong. Internal evidence is weak — and that's the credibility gap the board sees.
— Watermark Consulting CX ROI Study

The industry doesn't lack impact. It lacks evidence.

Evidence, Not Just Analytics

See revenue at risk,
recoverable value,
and where to focus.

Board-ready outputs that drive investment decisions. Your numbers, your journey — in a financial narrative your leadership team will trust from the first meeting.

Revenue at Risk from Poor CX
Period (immediate) vs Lifetime (CLV) — differentiated so your board understands the full commercial scale.
£24.18m period · £198m lifetime
Projected Retention Uplift
Model what improving conversion by X% is worth — period and lifetime — before you make the investment case.
£6.56m recoverable (period)
ROI of CX Investment: X:1 Ratio
Combined commercial movement — journey uplift + churn reduction + EX cost removal in a single leadership-ready commercial figure.
£79.48m lifetime commercial case
Evidence — board-ready dashboard output with annotated callouts
A Universal Truth Across Industries

See how it works
for your sector.

Used by CX leaders across retail, financial services, healthcare, and B2B to quantify experience investments and secure executive buy-in. What changes: stage names and context. What stays the same: leakage calculation, value conversion, and uplift modelling.

Industry selector — Banking, Retail, Healthcare, SaaS, Telecoms
"We walked into the board with £12.4m revenue at risk identified and a scenario showing £1.8m recoverable. The budget conversation changed that day."
Head of Customer ExperienceUK Retail Bank · 300,000 customers
£12.4m
Revenue at risk identified
£1.8m
Modelled recovery scenario
14.5%
Onboarding drop-off surfaced
3.2×
Potential ROI ratio modelled
Quantify Your Impact. Secure Your Funding.

Stop guessing the value of CX.
Start proving it.

Three inputs. One leadership-ready commercial output. In minutes, not months.

01
Define your journey stages.
Pick your industry and map your customer journey stages. Your sector's language, your customer volumes — industry-specific from the start.
02
Input your volumes.
Enter customer counts at each stage. The engine calculates revenue at risk and lifetime value leakage — period and CLV — instantly.
03
See your Revenue at Risk instantly.
Model uplift scenarios, see compounded ROI, export a complete PDF + PPT leadership pack in one click. Numbers your leadership team will act on.
Quantify Your Impact — 3 steps: Define journey, Input volumes, See Revenue at Risk
One Engine. Three Strategic Lenses.

The CX ROI Engine gives every leadership level
the commercial view they need to act.

Same engine. Same data. Three different strategic lenses — each one built to unlock growth and revenue at a different level of your organisation.

Organisation Level
Enterprise CX Growth
Strategic Question
"Where across our entire customer journey are we leaking the most revenue — and what is the commercial case to fix it?"
See org-wide journey gaps with revenue at risk in £ at each stage. Build the full business case for CX investment at executive level.
→ Total revenue at risk across all journey stages
→ Scenario uplift: what a 10% improvement is worth
→ Combined commercial movement for the board
Segment Level
Targeted Revenue Recovery
Strategic Question
"Which customer segments are leaking the most value — and where do we invest to recover the highest commercial return?"
Pinpoint the highest-value segments by revenue at risk. Direct investment to the cohorts where recovery delivers the greatest commercial growth.
→ Segment-by-segment revenue at risk comparison
→ CLV modelling per cohort — period + lifetime
→ Prioritise where to act for fastest ROI
Product Level
Product Revenue Optimisation
Strategic Question
"Which specific products create the most friction in our journey — and what is the revenue impact of removing it?"
Isolate product-level friction points and model the commercial uplift from fixing each one. Turn product decisions into revenue growth evidence.
→ Product-specific drop-off and revenue at risk
→ Friction cost quantified per product line
→ Scenario model: uplift value if friction removed
ROI Engine 04
One Fix Plan. Every Time.

Find the leak.
Model the recovery.
Fix what matters most.

All three lenses feed the same output: a prioritised, commercially-quantified action plan your leadership team can present to any stakeholder — and defend with numbers.

Find the Leak
Model the Recovery
Fix What Matters Most
Revenue growth at every level. Organisation, segment, and product lenses each unlock a different layer of commercial opportunity.
One leadership-ready output. However you enter the engine, you exit with a financial narrative your leadership team can act on immediately.
Growth Potential Module

Stop the Leak.
Start the Growth.

Journey uplift, churn reduction, and EX cost removal — modelled together into one combined commercial movement figure. The number that turns sceptical leadership teams into CX advocates.

+22,086
Extra customers retained at Journey +13%
£8.83m
Revenue uplift (period) from journey improvement
+2,000
Customers saved via Churn −10% target
£9.81m
Combined commercial movement (period)
£79.48m
Total Revenue Uplift (Lifetime) — the full CLV commercial case for your board
ROI Engine 05
From Dashboard to Leadership Decision

Your numbers. Your journey.
Finally in a financial narrative
your leadership team will trust.

One view. Journey-stage clarity. Leadership-ready commercial outputs.

RU-CX Dashboard — Revenue at Risk, Scenario Uplift, Funnel Analysis
Journey Funnel — 4 stages with customer volumes and revenue at risk
Leadership Export — PDF & PPT

From dashboard to leadership decision
in one click.

Stop building slides from scratch. Export a complete, numbered leadership pack — analysis, financial narrative, and 90-day actions. Instantly.

1
Current State & Value at Risk
Active customers, total revenue, CX metrics, and total value at risk — period and lifetime.
2
Customer Journey & Funnel Analysis
Funnel by stage, revenue impact, and what's driving the numbers — with maturity context.
3
Growth Potential & 90-Day Action Plan
Combined commercial movement and specific stage-by-stage actions to unlock it.
6
Up to 6 Pages — PDF + PPT in One Click
Numbers your leadership team recognises. Narrative your board will fund.
Board Report Page 1
Board Report Page 2
Uplift First ROI After — Potential vs Actual ROI methodology
The ROI Methodology

Uplift First.
ROI After.

We forecast the potential so you can realise the profit. This distinction is what makes your business case credible — not just impressive.

Potential ROI
What could we gain? (Modelled Uplift)
Uplift % = (Scenario Value − Current Value) ÷ Current Value. Investment cost not included — this is the opportunity ceiling your board needs to see first.
Actual ROI
What did we earn? (Realised Return)
ROI % = (Realised Value − Investment Cost) ÷ Investment Cost. Real results, real costs. This is what goes into your performance review.
Why leadership teams trust this framework: Potential shows what's available. Actual shows what was earned. Both are methodologically defensible — and that's what secures and renews CX budgets year after year.
Why Leadership Teams Fund CX Growth

Leadership teams don't fund intentions.
They fund the commercial numbers they can act on.

Sources shown are indicative. Your ROI is calculated from your own inputs — not industry averages.

86%
of buyers will pay more for a great customer experience.
— PWC
5–25×
more expensive to acquire a new customer than to retain one.
— Harvard Business Review
73%
of companies with above-average CX perform better financially than competitors.
— Forrester Research
32%
of customers will leave a brand they love after just one bad experience.
— PWC Future of CX
Platform Capabilities

Leadership-ready CX and EX analytics.
Built around the customer journey.

Not vanity metrics. Not NPS alone. Financial evidence your leadership team will act on.

Journey Funnel Analysis
Stage-by-stage drop-off and revenue at risk. See exactly where customers leave and the cost at each transition.
Scenario Modelling
Test uplift targets and see compounded ROI across period and lifetime. Model before you invest — every time.
EX Impact Tracking
Quantify employee experience drag on customer outcomes and avoidable turnover cost. Connect EX to revenue.
Board Narratives & Export
Export a complete leadership pack — PDF + PPT — with numbers, analysis, and prioritised 90-day actions.
AI Recommendations
Insights and priority focus areas from your assessment. Know where to invest first and the expected return.
Multi-Tenant Security
Enterprise-grade separation and role-based access. Your assessments are visible only to you — always.
Pricing Options

Start free. Prove impact.
Then take it to the board.

Free to join. Only pay when you're ready to export your commercial report.

Free Membership
Start free. See your revenue at risk before you export.
£0
forever free
  • ✓Create 1 assessment
  • ✓Run up to 2 scenarios
  • ✓View results in-app
  • ✗AI Insights not included
  • ✓Maturity Snapshot
Launch pricing. Subject to change.
Best Value
Paid Membership
For ongoing tracking and board reporting.
£199
per month · billed annually (£2,388/year)
  • ✓Create multiple assessments
  • ✓Unlimited scenarios
  • ✓AI Insights included per assessment
  • ✓8 exports per subscription year
  • ✓PDF + PPT = 1 export
  • Comparison report counts as a separate export
  • Extra exports: £399 each
Launch pricing. Subject to change.
Enterprise
Custom solutions for CX teams at scale. Pricing TBA.
Custom
Pricing TBA
  • ✓Everything in Paid Membership
  • ✓Maturity assessment report
  • ✓Segmentation-level insights
  • ✓Market research + benchmarking
  • ✓Multi-user access controls
  • ✓5 days advisory included
Pricing TBA.

Free to join. Pay £499 only when you export a report. Or subscribe for AI Insights and up to 8 exports per year.

Fully encrypted storage
Visible only to you
Never used for model training
Delete your data anytime
Enterprise multi-tenant security

Stop defending CX.
Start proving its value.

Build your CX business case in minutes. Free to start. Board-ready from day one. Your board is waiting for the numbers — give them yours.

Learn More About RU-CX
Discover how we help organisations humanise their customer and employee experiences.
www.ru-cx.com