The "Contribute" C is about showing employees that their input matters and that they’re contributing to the organization's success in a meaningful, and definable way. In environments where you're selling highly emotional and/or intangible products this is not always easy to do. When you measure contribution you get three primary benefits:  one, your employees can see the connection between their work and your strategic objectives; two, you create an attitudinal shift about the manager and company which directly impacts loyalty, and three, these improvements lead to increased customer satisfaction and revenue growth.