Benefits brainstorm!

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Recently a colleague asked me to do some training on business case benefits – how to identify them, manage them and track them. We spent a lot of the time thinking about different types of benefits, and I thought the list we brainstormed might be useful to you too.

Why not copy/paste this list or bookmark it so that next time you are creating a business case you can review whether you’re going to get any of these types of benefits?

1. Financial Benefits

Let’s start with the obvious ones, and the ones most execs, in my experience, tend to care about the most – the money benefits. You might have:

• Increased revenue (e.g. from new products or markets)
• Improved EBITDA (earnings before interest, tax, depreciation, and amortisation)
• Cost savings (e.g. from process efficiencies or automation)
• Avoided costs (e.g. preventing fines, reducing waste, or legacy system support)
• Improved cash flow or working capital efficiency

Working capital efficiency benefits were only something I came across on a project last year. While they might not make such great headlines as increasing revenue, they are definitely something you should be looking at if you have the opportunity.

2. Customer Benefits

Next up, benefits to your customers.

• Improved Net Promoter Score (NPS) or whatever measure you use to track customer satisfaction
• Reduced customer complaints or complaints about not-so-serious things
• Faster response/resolution times
• Enhanced customer experience (e.g. self-service tools, more intuitive systems)
• Increased customer retention or loyalty

3. Operational/Process Benefits

Next, we looked at internal benefits.

• Faster cycle times or reduced lead times
• Better data quality
• Improved productivity or throughput
• Standardisation or simplification of processes
• Increased system uptime or availability
• Improved compliance with regulations or standards

Some of these will translate into a financial benefit, for example, if you reduce the time it takes to answer a customer service call, you’d expect an agent to be able to do more calls in a day. Each call might turn into a sale, so there is the potential for increased revenue as a result of more calls answered. That kind of thing. You then start getting into the realms of assumptions – we assume 50% of calls convert to a sale, or something like that. I’d lean on your finance team or business planning and forecasting team here rather than try to guess at what the right assumptions might be.

There’s no reason not to include process benefits – they are easy to track for the most part – but if you can convert them to money benefits you might find your business case stacks up better.

4. Strategic Benefits

Personally, I think the strategic benefits are a bit vague. These are the kind of benefits you’d list in the exec summary to convince people of strategic alignment and the overall  ‘goodness’ of the business case, but you wouldn’t necessarily put them in a financial model.

• Entry into new markets or segments
• Support for strategic goals or transformation
• Improved agility or responsiveness to change
• Future-proofing the organisation (e.g. through technology upgrades)

5. Employee and Organisational Benefits

Benefits to staff often use similar measures to the customer service metrics, so if you can reuse any calculations, assumptions of measurement methods, then that will save you time.

• Improved staff engagement or morale from staff satisfaction surveys. Best to make these the ‘official’ surveys but you could also do ad hoc surveys before and after your project goes live to assess the difference
• Increased staff retention
• Better tools or systems for employees
• Upskilling or capability building
• Reduced manual work or rework

Get your HR team involved in measuring and tracking people-related benefits as they probably have access to a lot more data than you will about turnover, retention and so on.

6. Environmental, Social, Governance (ESG) Benefits

Even if you think your project might not have any benefits that fall into the corporate/social responsibility or ESG category, spend a few minutes thinking about them as you might find something.

• Carbon footprint reduction
• Waste reduction
• Improved sustainability reporting
• Better ethical or diversity practices
• Community or social impact

These are pretty hard to track in my experience. Waste reduction and recycling not so much as you can measure what you throw away, but carbon reporting can get quite complicated, especially if you don’t have someone in your organisation who is responsible for this.

7. Risk Reduction/Avoidance

Finally, we talked about the benefits of reducing (or avoiding) risks, including:

• Reduced operational risk (e.g. from old systems, manual processes)
• Improved data security or resilience
• Better business continuity or disaster recovery

Which of these could you use in your business cases?