Business Why ROX matters more than ROI and what retailers can do about it Updated : December 31, 2019 01:05 PM IST Being emotionally invested in customers and employees has to be an inherent part of an organisation’s culture and it cannot be a one-off behaviour. ROX is not just about great hand-holding combined with digital ease of transaction, it’s also about clean, green living. Subscribe to Moneycontrol PRO at just Rs.33/- per month for the first year. Use code SUPERPRO. Limited period offer. Available on Web and Android.