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Three approaches to measuring ROI

Measuring your return on the investment of your customer program is key to capturing the attention of the company leaders. Here are three approaches to measuring ROI:

  1. Risk – How do financials align with our customer metric? What are our financial asset in a loyalty context? Where are we vulnerable (both short-term and long-term)?
  2. Reality – Do customers do what they say they are going to do? What is the time lag between intention and behavior? What are the industry, business and economic factors that might affect the lag? Where do we have untapped growth potential?
  3. Return – How do financials and loyalty move over time? What is your return over time? What is your loyalty elasticity? How do we justify the investment in the overall customer program?

About the Author

Walker Weekly

Walker is a consulting firm specializing in customer experience. Helping businesses for more than 75 years, Walker’s diverse team of consultants provides tailored, comprehensive solutions to help companies achieve their business objectives and grow shareholder value. Walker specializes in customer retention and growth, using predictive analytics and other innovative approaches. Walker works with some of the world’s most influential businesses as well as emerging organizations of all sizes. For more information, please visit www.walkerinfo.com.

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