A customer goes quiet before they leave ~via Rabih JOMAA
Yes indeed Rabih… RETURN ON RELATIONSHIP adds more to ROI than meets the eye.
Because… RETURN ON RELATIONSHIP compounds, long after the transaction is over.
In the End, It’s Simple… ROI is what you get. ROR is ‘why’ you keep getting it. And in a world that’s changing faster than ever, it’s the ‘why’ that will carry you forward.
*I was fortunate to meet Rabih a few years ago via my dear friend, colleague, and business partner John Andrews. Rabih is unique in so many amazing ways. I value his true friendship, which he demonstrated in short order and continues to do so, and his brilliant mind. RETURN ON RELATIONSHIP is clearly ingrained in his DNA. /Ted
I spent years inside one of the most commercially rigorous organizations in the world. Every decision had a number attached to it. ROI on this. Margin on that. Revenue per door. Conversion rate. NPS score.
𝗔𝗻𝗱 𝘁𝗵𝗲𝗻 𝗜 𝘄𝗮𝘁𝗰𝗵𝗲𝗱 𝗮 𝗯𝗿𝗮𝗻𝗱 (𝗼𝗻𝗲 𝘄𝗶𝘁𝗵 𝗴𝗲𝗻𝘂𝗶𝗻𝗲𝗹𝘆 𝗲𝘅𝗰𝗲𝗽𝘁𝗶𝗼𝗻𝗮𝗹 𝗽𝗿𝗼𝗱𝘂𝗰𝘁) 𝗹𝗼𝘀𝗲 𝗶𝘁𝘀 𝗺𝗼𝘀𝘁 𝗹𝗼𝘆𝗮𝗹 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀. Not to a competitor. Not to a recession. To pricing and the feeling that the brand had stopped seeing them as people. The numbers didn't catch it. They never do.
A customer goes quiet before they leave. They stop referring before they stop buying. The emotional contract breaks months (sometimes years) before the P&L shows anything.
This is what my friend Ted Rubin calls 𝗥𝗲𝘁𝘂𝗿𝗻 𝗼𝗻 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽. And after 10 years in the room where the dashboards lived, I am convinced it is the 𝘮𝘰𝘴𝘵 𝘶𝘯𝘥𝘦𝘳𝘷𝘢𝘭𝘶𝘦𝘥 𝘮𝘦𝘵𝘳𝘪𝘤 𝘪𝘯 𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴. The brands that sustain growth do not just measure what consumers do. They understand what consumers feel. They protect the emotional contract first and the commercial results follow.
This is why at Levant Growth Partners the diagnostic always starts not with the numbers, but with the gap between what the brand promises and what the consumer actually experiences. 𝗧𝗵𝗮𝘁 𝗴𝗮𝗽 𝗶𝘀 𝗮𝗹𝗺𝗼𝘀𝘁 𝗮𝗹𝘄𝗮𝘆𝘀 𝗶𝗻𝘃𝗶𝘀𝗶𝗯𝗹𝗲 𝗼𝗻 𝗮 𝘀𝗽𝗿𝗲𝗮𝗱𝘀𝗵𝗲𝗲𝘁. 𝗔𝗻𝗱 𝗮𝗹𝗺𝗼𝘀𝘁 𝗮𝗹𝘄𝗮𝘆𝘀 𝘃𝗶𝘀𝗶𝗯𝗹𝗲 𝘁𝗵𝗲 𝗺𝗼𝗺𝗲𝗻𝘁 𝘆𝗼𝘂 𝗸𝗻𝗼𝘄 𝘄𝗵𝗲𝗿𝗲 𝘁𝗼 𝗹𝗼𝗼𝗸.
