The ROI of Endineering. Part 1. The cost of building an endings aware business.

A common question that I get asked is ‘What would the return on investment (ROI) be of ends?’ Investing in better consumer off-boarding cannot be considered in isolation. It needs to be located in the wider context of changing consumer awareness, emerging legislation, marketing trends and other investments. To answer it, I want to break down the question into separate, more specific issues.

  • What is the potential cost of creating consumer off-boarding experiences?

  • Where is the investment growth from consumer experience coming from?

  • How can we put a value on consumer experience at the end of the consumer lifecycle?

In this article I want to answer the first of those issues.
(If you would like to dig in to this further, I go in to detail in the Endineering book)

What is the potential cost of creating consumer off-boarding experiences?

There is a cost to engaging more actively in consumer off-boarding. It will have financial and time consequences for businesses. Teams will need to be trained. Changes to approach, communication, logistics and even culture will need to happen. For some sectors, especially physical product producers, costs may be higher as they implement far-reaching changes to customer engagement alongside sustainability, databases and logistics. For others it will mean simple changes, some empathy, training and extending the company focus.

The five areas of investment and adaption if a business is to purse Endineering and provide better endings in the consumer lifecycle are

1. Business Culture Change
2. Skills.
3. Research and measurement
4. Aligning with legislation
5. Logistics, assets, and communication touch points

The following diagrams provide an overview of these activities for a business building an Endineering capability.

In the diagram below we can see how these roles might change their domain against the customer lifecycle.

Joe Macleod

Joe Macleod is founder of the worlds first customer ending business. A veteran of product development industry with decades of experience across service, digital and product sectors.

Head of Endineering at AndEnd. TEDx Speaker. Wired says “An energetic Englishman, Macleod advises companies on how to game out their endgames. Every product faces a cycle of endings. It's important to plan for each of them. Not all companies do." Fast Company says “Joe Macleod wants brands to focus on what happens to products at the end of their life cycle—not just for the environment but for the entire consumer experience.”

He is author of the Ends book, that iFixIt called “the best book about consumer e-waste”. And the new book –Endineering, that people are saying “defines and maps out a whole new sub-discipline of study”. The DoLectures consider the Endineering book one of the best business books of 2022.

www.mrmacleod.com
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The ROI of Endineering. Part 2. Where is the investment growth from consumer experience coming from?

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Visibility Levels of the Lingering Type of Ending.