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What is a return on investment (ROI) study?

A return on investment (ROI) study is the longest document that a brand will make based off the customer’s journey. It is a piece of content that describes clear customer results and metrics. You need this type of asset especially in the final stages of a sales, when the emotional brain has already decided to buy but needs some numbers to justify that decision to colleagues and management.

The ROI study can be about one customer or more, but it must contain metrics that compare investment gains directly with investment costs. It can address key challenges in a vertical and exemplify with numbers how those challenges are addressed. We recommend keeping these assets as visual as possible. Include graphics and comparisons

Examples of hard business data you could capture in a ROI study:

  • COSTS: operating costs, education costs, production costs, participation costs, cost per employee
  • TIME: length of production cycle, processing time, equipment downtime, overtime, response time
  • QUALITY: failure rates, waste, rejects, error rates, rework required, product defects

Examples of soft metrics you could capture in a ROI study:

  • LEADERSHIP: teamwork, collaboration, networking, communication, partnerships
  • INNOVATION: creativity, suggestions, trademarks, patents
  • REPUTATION: impressions, clicks, likes, comments, awards
  • CLIENT SERVICE: complaints, satisfaction rates, retention rates, lifetime client value, attrition

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What is customer advocacy social posting?

Sometimes your customer advocate is willing to give your brand a shout-out on their social media or some other public platform, but maybe they don’t really know what to say. Maybe they need a little help with the hashtags you use or with finding the exact wording that will communicate your brand story authentically.

What Motivates Customers To Advocate For Products And Services?

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Hungry for customer advocacy marketing knowledge?

Browse through our resources library to learn about inbound recruitment, automating engagement tasks, getting internal buy-in, setting program goals and everything else you need to know to recruit, nurture and engage customer advocates.

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