How should TELUS measure ROI for CX and AI initiatives?

• A. By linking outcomes to business metrics (revenue, churn, NPS), calculating TCO/ROI over time, and tracking time-to-value.
• B. By evaluating only hardware costs and licenses.
• C. By monitoring only NPS scores.
• D. By tracking only initial project delivery time.

Answer: (A)

Measuring ROI for CX and AI initiatives hinges on connecting the work to real business outcomes, not just isolated costs or a single metric. The strongest approach ties improvements in customer experience to tangible results like revenue impact, churn reduction, and changes in Net Promoter Score, while also accounting for the total cost of ownership across the initiative and tracking how quickly value is realized. This means looking at both the costs (hardware, licenses, implementation, integration, training, ongoing support) and the benefits that accrue over time, so you can see the real financial and customer impacts as they unfold. Tracking time-to-value is essential because it shows how fast the organization starts to see benefits, which informs prioritization and investment decisions and helps ensure the initiative delivers sustained value rather than just a quick win.

Focusing only on hardware costs and licenses misses ongoing expenses and the actual benefits that arise from improved CX and smarter AI decisions. Monitoring only NPS captures a single customer sentiment score and neglects revenue, churn, and efficiency gains. Tracking only the initial project delivery time ignores whether the effort translates into meaningful outcomes, so it doesn’t reveal the true return on investment.