What is Customer Return on Investment?

Today's guest is Greg Boyd. He's the VP of Customer Excellence at Uvaro, a company that helps people transition into careers in tech sales through subscription based education and networking programs. In his role, Greg is responsible for the end-to-end revenue generation and retention strategy for the business. Today, we're going to chat with Greg about how he and his team have moved the needle on Customer Return on Investment, first at Exonify and now at Uvaro.

"With return on investment, you can be academic about it. I always have thought about it as some sort of data-supported return on investment. You spent $100. You got at least $100 back. So you have the data to back. That's easy. But the way I've always thought about it is combining that with the feeling of value that your customer gets some. So return on investments always came down to this word of value. And I learned really quickly that I would have lots of customers that are happy to talk to me. I think I'm a nice guy. We're having a great conversation today. But ‘happy’ doesn't drive renewal, and it doesn't drive a deal. On the customer side at Exonify, we started to see that happiness does not equal value. And so understanding what is the driver of the return is what's going to be the driver of the growth that's going to come. When you're looking at the return on investment metric, a great way to look at whether they're getting value is: Are they growing?"

Greg has also shared with us an excellent article that outlines some of the topics he discussed in the episode. Learn why your customers avoid talking to you, and how to change that.