New Research: Customer-Obsessed Companies Deliver 8x the Stock Returns

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WaterRemarks -- April 2026

News and views from customer experience advisory firm Watermark Consulting

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A Message From Watermark Founder Jon Picoult

What's a great customer experience really worth to a business?

The short answer: more than you think.

In this special edition of WaterRemarks, we focus on Watermark's 2026 Customer Experience ROI Study, which was just released earlier this month.

The study, which now covers nearly two decades of data, has become one of the most widely cited analyses of its kind -- referenced by firms like McKinsey, Deloitte, Accenture, and Forrester, among others.

It is, quite simply, the exclamation point on the case for a great customer experience.

Whether you're a CX skeptic or stalwart, you're going to want to read on -- because the results of this year's study are, in a word, stunning.

Best regards,

Jon Picoult

Founder, Watermark Consulting

Author, From Impressed To Obsessed

The 2026 Customer Experience ROI Study

Why focus on customer experience? Here's why:

Customer-Obsessed Companies Deliver Nearly 8x The Shareholder Returns Of Their Rivals

That's the headline from Watermark's latest Cross-Industry Customer Experience (CX) ROI Study -- and it's a finding that's relevant to public and private companies alike. This year's study provides the strongest evidence yet that a great customer experience is indeed rewarded by both Main Street and Wall Street.

Use the links below to learn more about this CX performance advantage, and see how companies in a variety of industries capitalize on it:

The Cross-Industry CX ROI Study

The granddaddy of them all: This was the first study we released nearly twenty years ago, and with every periodic update (including this year's), the results continue to amaze us.

View press release | Access full study

The Insurance CX ROI Study

Insurers are all about managing risk, but as our latest insurance industry study illustrates, carriers may be overlooking just how risky it is to disappoint their policyholders.

View press release | Access full study

The Wealth Management CX ROI Study

In a business that's all about building and maintaining wealth, it turns out the greatest riches go to the wealth managers who deliver a consistently superior client experience.

View press release | Access full study

The Banking CX ROI Study

New this year -- our first look at the impact of customer experience on financial institutions. And, yes, it turns out that CX differentiation is a very "bankable" strategy.

View press release | Access full study

The Airline CX ROI Study

Even in the seemingly commoditized business of air travel, the reality is that customers care about more than just price and schedule. The CX matters in this industry, like any other.

View press release | Access full study

View All CX ROI Studies

Why Focus On Customer Experience? Here's Why.

The Real Question You Should Be Asking About Customer Experience Investment

In this clip from a recent keynote speech, Watermark founder Jon Picoult shares his observations on an earlier version of the Customer Experience ROI Study -- highlighting a key takeaway that continues to apply today. [2 minute video]

Watch The Video

Missed The Last Edition Of WaterRemarks?

Did you miss out on our last edition of WaterRemarks? No worries, here's a link to access the newsletter and its lead story: "The Key To Continuous Improvement? Think Like The NTSB."

THE LAST WORD

"Over the long run, the financial case for delivering a great customer experience isn’t just compelling – it’s overwhelming."

-- Watermark founder Jon Picoult commenting on the results of his firm's latest Customer Experience ROI Study.

Source: Watermark Press Release (04.14.26)

Watermark helps companies impress customers, inspire employees and improve brand loyalty. Contact us to learn more.

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