Hello Gainsight Community! I wanted to share some thoughts on the value of ROI as we work with our clients on a daily basis.  I would love to hear your thoughts or experiences around this topic.  Please see the article I published below: 

ROI, the big 3 letter acronym we love to use in the business world.  Return on Investment is the underlying theme when it comes to providing a product or service.  Before a concept can become a reality the question of ROI is addressed.  What is in it for the customer?  How will the customer realize enough value to buy and stay with your product?  How will ROI be measured and shared with customers?  These are all important questions when it comes to gaining new customers and retaining current customers.

As a Customer Success Manager, you have many responsibilities and tasks to complete each day.  There are executive business reviews to conduct, escalations to be resolved, documentation to update, cadence calls to prepare for, and many other to-dos on your list.  It can be easy to get caught in the day-to-day details of the CSM role.  I am going to tell you why refocusing and prioritizing your customer’s ROI is one of the best things you can do for your organization, customers, and yourself.

1. Identifying ROI Prevents Churn- Customers that fully understand the value your product provides are far more likely to renew come renewal time.  They are also more likely to consider a longer-term contract.  Preventing churn and gaining long standing partnerships directly impacts your organization’s bottom line. 
2. Identifying ROI Fosters Growth- When customers recognize the value they are receiving, especially in numbers, they are much more likely to purchase add-ons and other products or services.  Identifying and sharing clear ROI creates a customer fit for growth, in turn increasing your organization’s revenue.
3. Identifying ROI Helps Internal Partners- How often are you asked for a list of referenceable customers from sales, marketing, or product?  I will take a guess it is a question that comes up often! Uncovering ROI and success stories is critical for sales to close new business, marketing to generate strong case studies, and product to better understand where customers are seeing the most value. 
4. Identifying ROI Reflects Extremely Well on your Champion- When a CSM partners with their customer to identify value/ROI this will only help the champion within their own organization.  An individual that can go to their leadership and specifically share the role they played in helping their organization is more likely to receive recognition/promotions. 
5. Identifying ROI Positively Affects Customer Finances- Uncovering ROI helps customers financially by balancing out their investment (their investment essentially pays for itself) or increasing money in their pocketbook.  These things enable organizations to apply funds to other projects, goals, or even to purchase additional products/services from your company. 
6. Identifying ROI Creates a Strong Partnership- As the CSM you are helping your customer realize value, which is why they purchased your product to begin with.  A customer that fully understands the value they are receiving knows they can’t do it without you.  This makes your organization a necessity, even when times get tough.
7. Identifying ROI Increases Customer Confidence in You, their CSM- Customers sometimes need help to recognize the ROI they are getting.  By assisting the customer in uncovering and highlighting the value they will see you as a strategic advisor.  This effort shows the customer you are committed to their success.
8. Identifying ROI Makes You a Strong Asset to your Organization- When you focus on the value your customer is receiving it automatically leads to multiple positive effects. One being your personal brand within an organization. As you continue to share material for sales and marketing, reduce churn and grow revenue, you will continue to be seen as a strong asset.
9. Identifying ROI Expands your Skills in Discovery- Identifying ROI and value stories can require many questions and conversations with customers as you place the puzzle pieces together.  This is an opportunity to flex your muscle within the art of discovery, which is a skill that applies to many roles.
10. It is a Win/Win for Everyone Involved- Uncovering ROI within your customer base will help your organization, customers, and you. So why not make it a top priority on your to do list?

While CSMs have many critical tasks, identifying ROI should be a priority. The CSM role exists to provide an amazing customer experience and in doing so, grow your organization at the same time. Ensuring you understand the value your customer is receiving and communicating that internally will create an overwhelmingly positive domino effect.