Three out of four CX programs never deliver measurable business value. They don’t fail loudly — they become a budget line that produces a quarterly satisfaction deck nobody acts on, and then get cut the moment margins tighten. This six-page decision brief covers the four decisions that separate a growth engine from an expense, and it argues for making them before a dollar is committed: where you are today, where your experience is making and losing money, which single change to pilot, and who sustains the work. It’s written for the executive or sponsor weighing the funding call, with examples from Dow and BASF Agricultural Solutions.
