By Nathalie Schooling. Founder and CEO of nlightencx

The Question That Changed My Thinking
Early in my career, I held a role where I was responsible for both growing sales and tightly managing costs. It was a formative time. I quickly learned that while generating revenue is important, it’s how we spend and more importantly, why we spend, that truly defines profitability.

That’s when I adopted a question I still ask myself to this day:
“If I spend X ZAR on Y… will it create value, or will it just end up being a cost?”

This question became a compass. It guided not only budgets and investments, but helped shape strategic decisions, particularly when it came to delivering exceptional customer experiences. Taking it one step further, will what I am about to “invest in” positively impact my customer/client?

The Hidden Danger of Chasing “Cheap”

Whether in life or in business, we often confuse price with value. The cheapest supplier/vendor, the lowest service fee, or the smallest upfront investment can feel like a win. But time and again, I’ve seen that “cheap” often comes with hidden costs: missed expectations, reputational damage, customer churn, and even internal fatigue.

In customer experience (CX), those costs are especially dangerous. Poor service delivery, delayed support, or tech solutions that don’t scale properly don’t just hit your bottom line, they erode trust. Which is fundamental to building client/customer loyalty.

Value is Not Always Quantifiable. But It’s Always Felt
There’s an intangible quality to value. A partner that understands your business. A platform that doesn’t just track metrics, but helps you act on them. A team that supports your vision with heart, not just efficiency. These are the kinds of “investments” that show returns in loyalty, reputation, and long-term growth.

What Smart Leaders Look For (Instead of Just Price)
If you’re a CEO, CX leader, or procurement head, here are five things to ask before signing off on that next spend:

1. Does it align with your customer promise?
If it doesn’t help you deliver better service, solve customer pain points, or drive satisfaction, why do it?

2. Is it scalable and sustainable?
Value isn’t in a one-off cost saving. It’s in consistency and durability.

3. Will it save or make time for your team?
Time is one of the most expensive currencies in a business. Tools that simplify, automate, or improve workflows add real value.

4. What will success look like, and how will we measure it?
Value has to be tied to outcomes, not just features or deliverables.

5. Are you buying a product, or a partnership?
Great CX outcomes rarely come from transactional relationships. Look for partners who share your values and goals.

The Real Cost of Getting It Wrong
Choosing the cheaper option might save you on paper, but what’s the cost if customers leave? If your frontline staff burns out? If your reputation takes a hit?
True value protects and amplifies your business. It builds customer loyalty, empowers your team, and gives you a competitive edge.

Closing: A Mantra Worth Keeping
I’ve asked myself the same question for over three decades now. Whether I’m approving a new service, investing in a platform, or evaluating a strategy:

“Will this create value, or is it just a cost?”
It’s simple. But it’s also powerful.

As Warren Buffett famously said, “Price is what you pay. Value is what you get.”
And in the world of customer experience, value always wins.