Customer experience research should contribute to ever improving customer experiences. As such, researchers should measure the right things to build understanding of what makes/breaks a customer relationship. they should be able to get the story behind a certain touch point experience, and translate research insights into an actionable path for improvement.

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

2. It is not about measuring, but delivering the experience Vlerick Alumni – Marketing Informal – Jan 28th 2009 Christophe Vergult

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

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

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

6. We believe in... ...meaningful experiences

7. What they were looking for... Risk reduction

8. What they arelooking for... Experiences

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

10. There is more than satisfaction

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

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

13. What can we learn from Harley Davidson?

14. 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)

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

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

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

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

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

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

24. PARTICIPANTS > Who participates in the conversations ?

25. CONTENT > What are the conversation about ?

27. 0% repurchase

28. We believe in... ...meaningful experiences ... branded experiences ... the connected customer MEASURE MEASURE MEASURE Intention to buy again Brand identification Beyond the basics Brand consistency Emotions Willingness to recommend

29. Relationship Monitor by

30. 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

31. Time for a small quiz!

32. Which 3 companies have the highestNet Promoter Score ?

33. 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

34. Which 3 companies have the highest Net Promoter Score?

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

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

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

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

39. 1. Listen to what consumers tell each other

40. 2. Get access to emotions and natural language

41. 3.Profit from the large amount of existing information

42. 4. Find hidden patterns through text analytics

44. Social media netnography on tripadvisor.com 23200 posts

45. 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.

46. 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

47. 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

48. Social media netnography on tripadvisor.comMake brand experience analyses

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

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

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

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

53. It is not about measuring, but delivering the experience Vlerick Alumni – Marketing Informal – Jan 28th 2009 Christophe Vergult