An automotive organisation was able to prove the ROI of a proactive outbound customer contact following a marketing campaign. Customers were contacted by a trained sales team and their conversion rates and customer satisfaction compared to similar groups of customers who did not receive outbound contact. The ROI evaluation included the cost of deploying an outbound team and the relative value of sales they generated, compared to a group of customers who were exposed to the marketing campaign but did not experience a follow-up contact.
Things to consider: This metric is more straightforward to measure where customers interact with organisations through a relatively small number of channels. Where there is a volume and complexity of buying channels, it is likely to be harder to evaluate the impact of an intervention though one channel as customers may subsequently make a purchase in another channel.