ISSIP Service Innovation Weekly Speaker Series

1. Aligning Brand Promise with Customer Experience
Effectiveness Mapping
© 2016 Stellar Research Enterprises, Inc
Better Method.
Better Questions.
Better Business.

2. We DeliverWhat
We Promise!
© 2016 Stellar Research Enterprises, Inc
When brand
promise is not
aligned with
customer
experience,
companies
lose money Oops!
BrandPromise Customer
Experience
CompaniesOnly DeliverOnTheir
Brand Promises Half theTime
~Gallup, May 2015
Effectiveness = Delivering the PromisedValue

3. Net Promoter Score
Ratings,
Testimonials,
CSAT & Loyalty
Methods Imply
But Don’t
Directly Measure
EFFECTIVENESS
© 2016 Stellar Research Enterprises, Inc
Current Solutions
Measure Sentiment

4. Subjective Objective
MoreTrust
More Credibility
More Cost
MoreTime
LessTrust
Less Credibility
Less Cost
LessTime
EFFECTIVENESS SPECTRUM
Customer Satisfaction Measures
Customer Loyalty Measures
Five-Star Rating Systems
Reviews &Testimonials
Double Blind, Randomized,
Placebo-Based,Third-Party
ClinicalTrials and
Scientific Studies
© 2016 Stellar Research Enterprises, Inc
Objectively Measure
Subjective Experiences™
EFFECTIVENESS
MAPPING
EFFECTIVENESS
SENTIMENT
EFFECTIVENESS
SENTIMENT
EFFECTIVENESS
SENTIMENT

5. © 2016 Stellar Research Enterprises, Inc
TO MEASURE
EFFECTIVENESS
Quantify the
BEFORE-AFTER
changes
consumers
experience with a
product or service
BEFORE AFTER

6. © 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 QuizExample:
What changes for your customers when
they experience your product or service?

7. Step 2:
DefineThree
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

8. 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

9. 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
CustomerView

10. 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
BusinessView
∆

11.  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:

12.  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:

13. Effectiveness Mapping Benefits
© 2016 Stellar Research Enterprises, Inc
Passive Lead Generation Accelerated Customer GrowthResponsive Customer Relations
Enhanced Customer Engagement Actionable Customer IntelligenceStellar Company Credibility

14. © 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
OverTime
Measure
Consumer
Experience at
a Point in
Time
Online
Surveys
Stellar
Qurveys
Customer
Satisfaction
Measures
Patent
Pending
Quizzes

15. © 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

16. Questions?
facebook.com/StellarResearch
twitter.com/StellarResearch
valorie@stellar-research.com
1.480.818.6881
© 2016 Stellar Research Enterprises, Inc
http://www.stellar-research.comi