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Earn the Return

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

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