Please, show me the business case!

Please, show me the business case!

#Foretoons is a collaboration between Forethought and Either Either (creative agency) providing a satirical commentary on marketing research themes.

When the ideological CEX manager meets the hedonic consumer, the loser is enterprise value. Makes you wonder, what has the CFO got to say about the bourgeoning, faith-based CEX costs? Line management refer to this as “CEX investment” however, that is fanciful because in the shallows where these costs are being incurred in the name of customer centricity, there are few applied principles of business finance to assess the “investment.” No hurdle rate, no income stream, and often rubbery costs and timelines. There is a mathematically correct answer to the question, what drives retention. CEX investment should be based on the correct answer.