Proving ROI with Screen Communication for Frontline Workers
I explore how to effectively demonstrate the return on investment for using screens to communicate with deskless and frontline workers. By focusing on recall rates, we can showcase the commercial benefits of well-designed content in increasing awareness and information retention.
Key Takeaways
- Demonstrating ROI is crucial for securing budget funding.
- Recall rates are an effective metric for measuring screen communication success.
- Well-designed, easy-to-understand content significantly boosts information retention.
Topics
- Digital Signage
- User Experience
- Business Strategy
Transcript
Last week, I was speaking with one of our biggest customers about how we can take the work that we've done with them on a large-scale pilot project using screens to communicate to deskless and frontline workers and turn that into a national-wide rollout with the support of leadership. Now, he was saying to me, put simply, they do many different initiatives over the year and only some of them get the budget funding to go to a full rollout. Completely understandable. And in order for you to achieve that budget, you need to show commercial benefit. So, he was asking me about how we prove the ROI of what we're doing. One of the challenges with screens is that it does increase awareness. Not everyone will always remember why. And there's many different things you can do to nudge numbers in the right direction. However, the number we settled on was recall rate because this is something that I know definitely can be attributed to screens. So, what we've asked is that we'll do a survey of a team before they have screens and understand how much they can recall important information. I suspect that will be somewhere in the 20% to 30% range. We're then going to do a campaign of well-designed content and after eight, 10, or even 12 weeks later, we will resurvey the same people and see if that recall rate has gone up. When I've done this in the past, I have seen some information go up by three times. Now, what's important is the information needs to be easy to understand, quite snackable. It cannot be too nuanced. It cannot be story-telling content that tends not to have much impact. But if it's things like important dates, important facts, important information, then you can actually get really phenomenal results. And that is the sort of number you can take to your leadership and get your budget.