“Return on Relationship” (ROR), hashtag #RonR, is a term I have used  and evangelized since 2009 to describe the value that companies can derive from building and maintaining strong relationships with their customers. The concept of ROR emphasizes the importance of nurturing relationships with customers, rather than simply focusing on acquiring new customers or making one-time sales.

The key to achieving a positive ROR is to focus on building authentic, long-term relationships with customers based on trust, transparency, and mutual value. This involves engaging with customers in meaningful ways, such as responding to their feedback and concerns, providing valuable content and resources, and showing a genuine interest in their needs and preferences.

By investing in these types of relationships, companies can generate a variety of positive outcomes, such as increased customer loyalty, higher levels of engagement and advocacy, and a greater likelihood of repeat business and referrals. In addition, strong customer relationships can help companies to build their brand reputation, enhance their market position, and ultimately drive sustainable growth and profitability.

In terms of sales increase, a valuable method of defining the ROI of Social is measuring annualized customer value. Typically, a consumer who regularly absorbs content that references a brand is a more valuable customer than a non-fan/follower/subscriber. This is classic Return on Relationship. They may spend more (average order value), visit more often and make more purchases (frequency of purchase), remain a loyal customer for a longer period of time (lifetime value of a customer) or very often all three.

Overall, the concept of ROR represents a shift in thinking from short-term transactional relationships to long-term, value-driven partnerships with customers. By focusing on building strong relationships and delivering mutual value, companies can generate positive returns not only for themselves, but also for their customers and the broader community. This is especially the case, and crucial to long-term success, in the B2B space.

ROR (#RonR) > ROI.. since ROI will match a fixed period of time, or perhaps be income related.. whereas ROR will have a ‘halo’ effect.. e.g. 2 projects can have same ROI, whereas one was done with better relationship management.. so it has the added benefit of a ‘satisfied’ customer or relationship… its like I + compassion.

Measuring the Return on Relationship is not easy, as it involves not only analyzing connection growth, but also measuring the overall sentiment of your consumers voice in relation to your brand. This includes measuring the organic sharing rates of your content and your channel return rates. See this incredibly insightful post via Jiwat RamReturn on Relationships (ROR): What is the formula?


ROR: Return on Relationship, #RonR… simply put the value that is accrued by a person or brand due to nurturing a relationship. ROI is simple $’s and cents. ROR is the value (both perceived and real) that will accrue over time through connection, trust, loyalty, recommendations and sharing. AND is used to define and educate companies, brands, and people about the importance of creating authentic connection, interaction, and engagement.


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