Question: 2. Reference and referral effects. The preceding calculations alone cannot justify ROI. If the company is investing more to satisfy the needs of customers, there

2. Reference and referral effects. The preceding calculations alone cannot justify ROI. If the company is investing more to satisfy the needs of customers, there should be a significant impact in the form of increased customer acquisition through referral. Thus a value must be placed on new customers who have been acquired as a result of the investment.

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