Earn the Return

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This is a pre-release order. The resource will be released on or before August 15, 2026 Next year, in the Business Operations Event, students will collaborate with a local business or organization to research customer retention and loyalty. Using the research findings, students will develop a plan to strengthen customer retention through loyalty programs, personalized experiences, or relationship-building. Earn the Return is the only resource that will guide your students through the content, project, and presentation. For each of the 9 Parts and 23 Sections, Earn the Return offers the following in one convenient online location: The Breakdown: Read through clear explanations, explore realistic examples, and study a completed sample section to guide your own work. Listen In: Listen to a two-voice, podcast-style conversation that unpacks the material. Some learn better by listening. Others just enjoy it more! The Recap Reel: Watch a video overview to solidify your understanding visually. We have your visual learner covered! Quick Take: Review a detailed visual summary to quickly lock in the key points. All materials are available on a convenient website for 24/7 access! Here is our projected table of contents for Earn the Return: Part I: Understanding Customer Loyalty Section 1: What Is Customer Loyalty? Definition of Customer Loyalty Repeat Customers vs. Loyal Customers Customer Retention vs. Customer Acquisition Why Keeping Customers Is Valuable Common Reasons Customers Return Common Reasons Customers Leave Examples of Loyalty in Different Types of Businesses Section 2: Customer Retention Strategies Loyalty Programs Personalized Experiences Relationship-Building Initiatives Customer Service and Follow-Up Convenience, Trust, and Consistency Community Building and Emotional Connection Choosing the Right Retention Strategy for the Business Part II: Preparing for the Project Section 3: Selecting and Understanding the Business or Organization Choosing a Local Business or Organization Gathering Basic Business Information Understanding the Products, Services, and Mission Identifying Current Customers Understanding the Business’s Current Challenges Questions to Ask the Business Contact Professional Communication Expectations Section 4: Describing the Target Market What Is a Target Market? Demographics: Who the Customers Are Psychographics: What Customers Think, Value, and Want Customer Needs, Problems, and Motivations Primary and Secondary Customer Groups Creating a Clear Target Market Description Avoiding the “Everyone Is Our Customer” Mistake Section 5: Analyzing the Current Retention Strategy What the Business Already Does to Keep Customers Current Loyalty Programs Current Personalized Experiences Current Relationship-Building Efforts Strengths and Weaknesses of the Current Strategy How to Evaluate What Is Working How to Identify Missed Opportunities Part III: Conducting the Research Study Section 6: Introduction to Business Research Why Research Is Needed Before Making Recommendations Primary Research vs. Secondary Research Qualitative Research vs. Quantitative Research What Makes Research Useful and Reliable Avoiding Assumptions and Guessing Ethical Research Practices Protecting Customer Privacy Section 7: Choosing Research Methods Customer Surveys Customer Interviews Employee or Owner Interviews Observation Review of Existing Business Data Social Media and Online Review Analysis Selecting the Best Method for This Project Explaining the Rationale for the Chosen Method Section 8: Designing the Research Tools Writing Effective Survey Questions Writing Interview Questions Avoiding Leading or Biased Questions Using Rating Scales Asking About Customer Habits and Preferences Asking About Loyalty, Satisfaction, and Repeat Visits Testing Questions Before Using Them Section 9: Conducting the Research Planning the Research Process Getting Permission from the Business Identifying Who Will Be Surveyed or Interviewed Collecting Responses Professionally Recording and Organizing Research Data Keeping the Research Focused on Customer Retention Explaining the Process Used in the Final Report Part IV: Findings and Conclusions Section 10: Organizing the Research Results Sorting and Reviewing the Data Identifying Patterns and Trends Looking for Surprising Results Comparing Different Customer Responses Using Charts, Tables, or Summaries Separating Facts from Opinions Deciding Which Findings Matter Most Section 11: Writing the Findings What Belongs in the Findings Section How to Present Survey Results How to Present Interview Results How to Use Specific Evidence How to Avoid Overstating the Results Writing Clear Finding Statements Example Findings for Customer Loyalty Projects Section 12: Drawing Conclusions What a Conclusion Is How Conclusions Are Different from Findings Connecting Conclusions to the Research Evidence Identifying the Main Customer Loyalty Problem Identifying the Main Customer Loyalty Opportunity Avoiding Conclusions the Research Does Not Support Preparing to Move from Research to Strategy Part V: Developing the Strategic Plan Section 13: Creating Strategic Objectives What Is a Strategic Objective? Writing Objectives That Are Specific and Measurable Connecting Objectives to Research Findings Customer Retention Objectives Loyalty Program Objectives Relationship-Building Objectives Personalized Experience Objectives Section 14: Choosing the Recommended Strategy Loyalty Program Options Personalized Experience Options Relationship-Building Options Digital and Social Media Retention Strategies In-Person Customer Experience Strategies Matching the Strategy to the Business Explaining the Rationale for the Recommendation Section 15: Planning Activities and Timeline Turning the Strategy into Action Steps Assigning Activities to Specific Time Periods Creating a Realistic Implementation Timeline Short-Term, Mid-Term, and Long-Term Actions Who Is Responsible for Each Activity What Resources Are Needed Example Timeline Formats Section 16: Measuring Success with Metrics and KPIs What Are Metrics and Key Performance Indicators? Repeat Purchase Rate Customer Retention Rate Loyalty Program Sign-Ups Customer Satisfaction Scores Referral Activity Social Media Engagement Email or Text Message Response Rates Choosing Metrics That Match the Plan Explaining How the Business Will Know the Plan Is Working Part VI: Proposed Budget Section 17: Building the Budget Why a Budget Matters Direct Costs and Indirect Costs Materials and Supplies Technology or Software Costs Promotion and Communication Costs Incentives, Rewards, or Discounts Labor and Time Costs Creating a Realistic Budget Table Explaining Why the Costs Are Worth It Section 18: Budget Justification Connecting the Budget to the Strategic Plan Explaining the Value of Each Expense Avoiding Unnecessary Spending Low-Cost and No-Cost Retention Strategies Estimating Return on Investment Making the Budget Defensible to the Business Part VII: Writing the Final Report Section 19: Executive Summary Purpose of the Executive Summary What to Include in One to Three Pages Summarizing the Business Situation Summarizing the Research Summarizing the Main Findings Summarizing the Proposed Strategic Plan Writing Clearly for a Business Audience Section 20: Report Organization and Formatting Required Sections of the Report Using Headings and Subheadings Writing in a Professional Business Style Using Tables, Charts, and Appendices Citing Sources and Research Proofreading and Editing Final Report Checklist Part VIII: Presenting the Recommendation Section 21: Preparing the Presentation Purpose of the Presentation Choosing the Most Important Information Explaining the Problem Clearly Presenting the Research Findings Presenting the Strategic Plan Presenting the Budget Ending with a Strong Recommendation Section 22: Professional Presentation Skills Speaking to a Business Audience Using Visuals Effectively Avoiding Too Much Text on Slides Answering Questions from the Business or Judges Showing Confidence Without Exaggerating Practicing as a Team Presentation Rubric Part IX: Project Tools and Templates Section 23: Student Planning Tools Project Planning Checklist Team Roles and Responsibilities Chart Business Contact Interview Form Target Market Profile Template Current Retention Strategy Analysis Template Research Method Selection Worksheet Survey Question Builder Interview Question Builder Research Findings Organizer Strategic Plan Template Timeline Template KPI Selection Chart Budget Template Executive Summary Template Final Report Checklist Show more