When we audit customer experience we can fairly make out what will be the operative financial performance of the entity (non operative issues like high debt & mindless advertising may still work adversely in spite of great customer experience recent example is Kingfisher Airlines) .
Yes operative financial performance is directly linked to what your customers feel about your customer experience creation capability.
Companies may go out of the way & spend more to offer superior customer experience but that will not impact operative performance adversely as it will result in word of mouth publicity , more referral business and customer loyalty.
Manufacturing companies spent millions for efficiency and lean manufacturing but it wont give them competitive advantage unless they are offering superior customer experience. Lean & Six Sigma projects surround their efforts around what customer wants. Speed delivery via lean approach or defect free products via six sigma approach all are adding to customer experience. Any projects not keeping customer at the center wont yield desired financial performance as things not touching customers wont make them loyal and it even wont give competitive advantage to businesses.
Focus on customer experience when designing lean , six sigma and even your next Ad campaign. Financial (operative) results are linked directly to customer experience creation capability of the organisation.
Smaller businesses struggle for customer as well as profit. Focusing on bettering customer experience , small business entrepreneurs can gain both - profit and customers.