Measuring customer experiences

Measuring Customer Experiences
Vlerick Alumni – Marketing Informal – Jan 28th 2009
Christophe Vergult

It is not about measuring, but delivering the experience
Christophe Vergult

What makes/breaks a relationship ?
Get the story
Make research actionable

Touch point
experience
Relation-ship
Behavior
Financial value
The customer experience value chain

We believe in...
...meaningful
experiences

What they were looking for...
Risk reduction

What they arelooking for...
Experiences

Add example ‘progressive’
P93 ‘de onmisbaarheidsfactor’
It is not about the broken car, it is about the driver.

There is more than satisfaction

We believe in...
...meaningful
experiences
MEASURE
Beyond the basics
Emotions

We believe in...
...meaningful
experiences
... branded experiences
MEASURE
Beyond the basics
Emotions

What can we learn from Harley Davidson?

Customer experience management is about branding
“Retention is for wimps. We measure the percent of customers who have our name tattoed on one of their body parts.” (Harley Davidson Annual report)

BRAND IDENTIFICATION
No/Low brand identification
Brand Values
My values
High brand identification

BRAND IDENTIFICATION
?? Declining product quality + increasing prices = increasing subscriptions ??
It’s about ‘WE’

BRAND CONSISTENCY
Who do you want to be ?
Who are you ?
Your brand positioning
Your brand DNA

We believe in...
...meaningful
experiences
MEASURE
MEASURE
Brand identification
Beyond the basics
Brand consistency
Emotions

We believe in...
...meaningful
experiences
... the connected customer
MEASURE
MEASURE
Beyond the basics
Brand consistency
Emotions

Touch point
experience
Relation-ship
Behavior
Financial value
The customer experience value chain

2 customer experience value chains
Touch point
experience
Relation-ship
Behavior
Financial value
Individual value chain
Intention to buy again
Touch point satisfaction
Buying behaviour
Value on buying behaviour
DRIVERS > Which touch points drive conversations ?
PARTICIPANTS > Who participates in the conversations ?
CONTENT > What are the conversation about ?
IMPACT > How do these conversations drive value ?

2 customer experience value chains
Touch point
experience
Relation-ship
Behavior
Financial value
Individual value chain
Touch point satisfaction
Buying behaviour
Value on buying behaviour
Connected value chain
Acting on
recommendation
Willingness to recommend
(NPS)
Touch point experience conversation
Referral value

0% repurchase

We believe in...
...meaningful
experiences
... the connected customer
MEASURE
MEASURE
MEASURE
Beyond the basics
Brand consistency
Emotions
Willingness to recommend

Relationship Monitor by

About the Relationship Monitor
Understand the drivers of the customer experience value chain in service driven industries
Build a pan-European benchmark on customer experience
Validate customer experience research model
3 benchmarks
8 industries
8 countries
Countries
Industries
Companies
Financial
Automotive
Telecom
Airlines
Tour operators
Food retail
Furniture retail
Clothing retail

Netherlands
Belgium
UK
Germany
France
Sweden
Spain
Romania

Time for a small quiz!

Which 3 companies have the highestNet Promoter Score ?

1
2
3
4
5
6
7
8
9
10
Net promotor score
“Have you, or would you recommend ‘Company X’ to your friends and family?”
(1 = “not to my worst enemy”; 10 = “to my dear grandmother”)
Pose question
Detractors
Neutral
Promoters
Group responses
Run calculation
(Number of promoters - Number of detractors)
Net promoter score _____________________________________
Total respondents

Which 3 companies have the highest Net Promoter Score?

Which 3 companies have the highest Net Promoter Score?
1
2
3

Get the story

Get the story
Go beyond the hard data - Start a survey with getting the story
Dare to rely on social media

What can we learn about touch point experiences via social media netnography?

1. Listen to what consumers tell each other

2. Get access to emotions and natural language

3.Profit from the large amount of existing information

4. Find hidden patterns through text analytics

Social media netnography on tripadvisor.com
23200 posts

Social media netnography on tripadvisor.comBuild understanding what 1 touch point is about
TAXES
I have looked up several of the low cost carriers, and they have such high taxes. For example, the round-trip ticket on BMI was 34 pounds, but the taxes made it an additional 52 pounds! How is this possible?
CHEAP TICKETS
…with the low cost airlines like Easy Jet, it can be as low as £15, ea way, but the prices vary, mid week is cheaper than weekends, no 2 days seem to be charged the same,
FUEL PRICE
I aksed this same question on the Tuscany forum a couple weeks ago. It seems that this is normal range for airfare to Italy! It also seems that with fuel prices rising, the prices are likely only to increase.
EARLY BOOKING
. If you can book in advance you can usually get a flight for about £40-£50, about $70-$80 I think
TRAVEL WITH CHILDREN
An infant is under 2 so you will have 45kg with a maximum of 15kg in each bag. Plus 10kg * 3 for carry-on.

Social media netnography on tripadvisor.comDefining touch points from consumer perspective
PRE FLIGHT
HAND LUGGAGE
CHECK-IN
LUGGAGE
UPGRADE
SECURITY
BOARDING
ID & VISA
FLIGHT
PLACE
SEAT
DURATION OF FLIGHT
ENTER
TAINMENT
DRINKS & FOODS
ROOM TO SIT
DIRECT
FLIGHT
SAFETY
CREW
POST FLIGHT
DO NOT ARRIVE ON DESTINATION
IMMIGRATION
TRANSIT
CUSTOMS

Social media netnography on tripadvisor.comDefining touch points from consumer perspective
PRE FLIGHT
HAND LUGGAGE
420
CHECK-IN
409
LUGGAGE
1730
UPGRADE
361
SECURITY
227
BOARDING
155
ID & VISA
94
FLIGHT
PLACE
SEAT
499
DURATION OF FLIGHT
1561
ENTER
TAINMENT
484
DRINKS & FOODS
1150
ROOM TO SIT
808
DIRECT
FLIGHT
156
SAFETY
258
CREW
828
POST FLIGHT
DO NOT ARRIVE ON DESTINATION
1988
CUSTOMS
82
IMMIGRATION
47
TRANSIT
63

Social media netnography on tripadvisor.comMake brand experience analyses

Get the story
Go beyond the hard data - Start a survey with getting the story
Rely on social media
Research becomes fusion research

Get the story

Don’t make flat what is not
Measure improvement suggestions
Integration of research into marketing/sales processes

Research is a brand experience as well
Branded survey experience
Short questionnaires
Give feedback - engage to improve

It is not about measuring, but delivering the experience
Christophe Vergult

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Measuring customer experiences

by christophevergult on Jan 29, 2010

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Measuring customer experiences — Presentation Transcript