ROI & Customer Payback - Methodology

The methodology employed to quantify customer payback ensures that the payback claims you associate with your offering are based on a model that:

• Uses metrics that are believable to the customer
• Employs reasonable cause-and-effect analysis to quantify intangible benefits and costs
• Analyzes each major customer segment to understand all aspects of ROI
• Derives conclusions from primary research not secondary generalizations or assumptions.

Gantry Group's Quantifying Customer Payback practice requires systematic application of sound methodology:

Step 1 - Determining Customer Expectations:
One-on-one interviews or focus groups are conducted with a representative sample of your customers, to better understand cost and revenue drivers, discover their preferred method of measuring payback, and to clearly identify the goals and performance expectations they associate with your offering.

Step 2 - Defining Payback Metrics:
Next, we develop a set of payback metrics and methods for measuring tangible and intangible costs and savings, ensuring the metrics accurately describe the business case and goals identified in Step 1.

Step 3 - Tuning the Payback Model:
Using a quantitative survey methodology, we test the payback method and metrics in the context of your offering across a statistically representative sample of your target market. This validates findings from Steps 1 and 2 and further tunes the payback model. Are you using the right metrics? Are the business goals you identified, shared by your target market? Are your cause-and-effect assumptions reasonable for quantifying intangibles?

Step 4 - Developing a Quantitative Competitive Edge:
Gantry Group can optinally conduct payback studies that compare the preformance of your offering and your top competitors'. The results of such a study are always strategically informative, and, depending upon the outcome, can be the basis for very persuasive comparative marketing materials and white papers.

Step 5 - Publishing the Model as a Sales Tool:
The final version of the customized payback model is refined and completed. An intuitive user-interface further ensures easy access to this powerful sales tool.

Step 6 - The ROI Strategic Message:
Based on the information gained in Steps 1-3, we now develop and refine your strategic messaging to reflect the quantification of the unique value proposition from your customer's perspective.

Step 7 - ROI Case Studies:
Optinally, Gantry Group can also work with specific customers to conduct in depth interviews to profile their ROI experience with your offering. The resulting case studies -- depending upon the outcome -- can provide tangible testimony to the economic value directly attributable to the implementation of your offering.