By Sonia Karamagi Kasagga.
Sustainability has become a business buzzword, but beyond the corporate jargon, what does it really mean? Most conversations around sustainability focus on climate action, responsible sourcing, and ethical labor practices, but one area that’s often overlooked is Customer Experience (CX). As I started reporting on CX impact in my organization, I got increasingly curious how do we account for CX’s contribution to sustainable development? And how can businesses, beyond ticking ESG (Environmental, Social, and Governance) boxes, report on how they are making customers’ lives better?
The Social Impact of CX
A great customer experience does more than just drive loyalty, it enhances financial inclusion, digital literacy, and access to essential services. For instance, in banking, the rise of self-service digital platforms, agent banking networks, and borderless banking solutions has expanded access to financial services for previously underserved communities. Globally, studies show that mobile and digital banking have increased financial inclusion by over 20% in developing economies, enabling individuals and small businesses to participate more actively in the economy.
Beyond financial services, companies that design inclusive customer experiences whether through accessibility features for persons with disabilities, multilingual support, or simplified processes directly contribute to social equity and empowerment. Businesses need to start measuring and reporting on how CX is driving greater inclusivity and access, not just how many customers they’ve acquired.
CX as an Economic Catalyst
A strong CX strategy doesn’t just improve customer satisfaction; it fuels economic growth. According to a PwC 2018 report, 73% of customers say experience is a key driver of their purchasing decisions, meaning businesses that prioritize CX are more likely to retain customers, increase revenue, and boost market competitiveness.
Additionally, improved customer resolution mechanisms, such as real-time feedback tools and AI-driven support, have reduced operational inefficiencies and enhanced productivity. For businesses in highly transactional industries such as finance, telecom, and retail, the ability to resolve customer issues faster directly impacts economic sustainability, reducing churn and increasing lifetime value.
What does this mean for companies reporting on sustainability? They should not only track financial performance but also showcase how CX-driven efficiencies contribute to long-term economic stability.
The Environmental Link: Digital, Paperless, and Efficient
While CX may not seem like an obvious driver of environmental sustainability, the connection is undeniable. Businesses that invest in digital transformation, paperless transactions, and energy-efficient customer service models significantly reduce their carbon footprint.
Take online banking and self-service options, global digital adoption has reduced paper consumption in banking by over 60%, contributing to broader sustainability efforts. Similarly, companies that implement customer journey simplifications, such as digital onboarding and e-statements, not only improve experience but also reduce waste and operational emissions.
Organizations should be more intentional in reporting how CX innovation is reducing environmental impact, from paperless policies to digital adoption metrics.
Why Businesses Should Report CX’s Contribution to Sustainability
Businesses already publish extensive sustainability reports, yet CX is rarely accounted for in a way that highlights its real impact. As companies work toward ESG goals, they need to start tracking:
- How inclusive and accessible their services are.
- How CX supports economic participation and financial inclusion
- How digital transformation reduces waste and enhances efficiency.
- How CX-driven innovation contributes to long-term economic and social well-being.
This is something I want to explore even more. If your organization is already reporting on CX’s contribution to sustainability, I’d love to hear how you’re measuring and showcasing the impact. Let’s keep this conversation going because a sustainable future is one where customers thrive, businesses grow, and experiences evolve for the better.
Sonia Karamagi Kasagga is the Head of Customer Experience at Stanbic Bank Uganda.