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Aligning Brand Promise with Customer Experience
Effectiveness Mapping
© 2016 Stellar Research Enterprises, Inc
Better Method. Better Questions.
Better Business.
We Deliver What We Promise!
© 2016 Stellar Research Enterprises, Inc
When brand promise is not aligned with customer experience, companies lose money Oops!
Bra
nd
Pro
mis
e
Customer Experience
Companies Only Deliver On Their Brand Promises Half the Time
~Gallup, May 2015
Effectiveness = Delivering the Promised Value
Net Promoter Score
Ratings, Testimonials, CSAT & Loyalty Methods Imply But Don’t Directly Measure EFFECTIVENESS
© 2016 Stellar Research Enterprises, Inc
Current Solutions Measure Sentiment
Subjective Objective More Trust
More Credibility More Cost More Time
Less Trust Less Credibility
Less Cost Less Time
EFFECTIVENESS SPECTRUM
Customer Satisfaction Measures Customer Loyalty Measures
Five-Star Rating Systems Reviews & Testimonials
Double Blind, Randomized, Placebo-Based, Third-Party
Clinical Trials and Scientific Studies
© 2016 Stellar Research Enterprises, Inc
Objectively Measure
Subjective Experiences™
EFFECTIVENESS MAPPING
EFFECTIVENESS
SENTIMENT
EFFECTIVENESS
SENTIMENT
EFFECTIVENESS
SENTIMENT
© 2016 Stellar Research Enterprises, Inc
TO MEASURE EFFECTIVENESS
Quantify the BEFORE-AFTER changes consumers experience with a product or service
BEFORE AFTER
© 2016 Stellar Research Enterprises, Inc
Step 1: Define Effectiveness Categories Effectiveness Categories
1. Freedom from Pain 2. Quality of Life 3. Stress Free
Dr. Neil Cottam
Cottam Health Quiz Example:
What changes for your customers when they experience your product or service?
Step 2: Define Three Queries in Each Effectiveness Category
“Cottam Health Quiz” Queries:
Freedom from Pain I can freely turn my neck, bend and move my back. I feel pain, numbness or tingling down my arms or legs. (Reverse) My back and neck feel great.
Quality of Life I can do physically everything now that I could do 10 years ago. Pain and health challenges cause me to miss work. (Reverse) I have given up on a sport or activity do to pain. (Reverse)
Stress Free I rarely get colds and flus. When stressful events happen, I handle them well. I am prepared, healthy, and resilient to life's stresses most of the time.
Develop queries (statements) such that your ideal customer will score low before and high after experiencing your product or service (or vice versa)
Before
After
Example:
© 2016 Stellar Research Enterprises, Inc
QURVEY = QUIZ + SURVEY
Image Source: http://uviaus.com/
A quiz from the consumer perspective.
A survey from the company perspective.
Best of Both
Worlds
© 2016 Stellar Research Enterprises, Inc
Step 3: Incentivize customer to take Qurvey before and after experiencing product or service
Real-Time Customer
Results
BEFORE
AFTER
Effectiveness Categories
Experience Product or Service
Before Scores
After Scores
© 2016 Stellar Research Enterprises, Inc
Before Scores
Existing Customer
Scores
Customer View
Step 4: Use actionable analytics to prove and improve your offering
Customer Intelligence
Share Effectiveness
Results & Publish Stellar
Rating
23 clients
Aggregate Data Analysis
Effectiveness Categories
Differentiate From Competitors
Rich, Targeted Data to Inform Business’s Decision Making
and Improve Brand Messaging
© 2016 Stellar Research Enterprises, Inc
Before Scores
After Scores
Business View
∆
Examples include:
Health and wellness providers (products and services)
Corporate trainers
Business coaches
Online training and educational institutions
Educational resource providers
Nonprofits
Offer a product or service that creates a measurable change or provides a measurable benefit in the life of their end customer
Prove and improve the effectiveness of their product or service as a fundamental part of their business model
© 2016 Stellar Research Enterprises, Inc
Wrist Watch
Smart Watch
Businesses that BENEFIT from Effectiveness Mapping:
Are customer-centric
Routinely gather and evaluate customer success, satisfaction, engagement and/or experience metrics
60% of companies measure customer satisfaction
60% of companies have a customer experience executive
50% of companies have a voice of the customer program
43% of companies use NPS
Actively address customer churn
Strive to differentiate from competitors
Use a CRM and automated marketing software
Have email-responsive customers
Seek to optimize the buyer’s journey
Prioritized Verticals: • Online Training • Healthcare • Education
© 2016 Stellar Research Enterprises, Inc
Businesses ATTRACTED to Effectiveness Mapping:
Effectiveness Mapping Benefits
© 2016 Stellar Research Enterprises, Inc
Passive Lead Generation Accelerated Customer Growth Responsive Customer Relations
Enhanced Customer Engagement Actionable Customer Intelligence Stellar Company Credibility
© 2016 Stellar Research Enterprises, Inc
How Is Effectiveness Mapping Better?
Value Only to Business
Value to Business and Consumer
Validate Effectiveness
Measure Change
Consumer Experiences Over Time
Measure Consumer
Experience at a Point in
Time Online Surveys
Stellar Qurveys
Customer Satisfaction Measures
Patent Pending
Quizzes
© 2016 Stellar Research Enterprises, Inc
Effectiveness Mapping
What changes for customers when they
experience a product or service?
1
Measure that change to prove
and improve effectiveness.
2
Questions?
facebook.com/StellarResearch
twitter.com/StellarResearch
valorie@stellar-research.com
1.480.818.6881
© 2016 Stellar Research Enterprises, Inc
http://www.stellar-research.com i
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