Tracking Multichannel, Real Time Customer Experience

Tracking multichannel, real time customer
experience
Presentation to Cranfield Customer Management Forum
November 17th 2010
Lauren Praverman and Fiona Blades

WWW.MESHPLANNING.COM
1

Purpose of today

• To share the reasons for tracking real time customer
experiences

• To show how its done

• To share some of the insights it has revealed

• To show how the insights are impacting on business decisions

2

Experiences driving Sales

Sales

Historically Brand …but we need to know
Consideration which pieces of
Tracking analytics
identify which brand marketing activity
image attributes drive Brand Image drive Consideration and
Consideration… Sales

Experience

3

The approach

Each participant is in the field for one week

Legacy Brand Health Current Brand Experience Future Brand Direction

Participants complete a Legacy After 7 days of texting and a final visit to
Brand Health questionnaire in Participants text the Every other day the diary participants complete a Future
advance of starting the real-time brands and experiences participants are Brand Direction questionnaire before
texting process. This contains the they come across required to visit their exiting the survey. This is a good place to
usual tracking measures plus other during their week in SMS diary to look into specific ad recall and diagnostics
metrics. field. We agree the embellish the in more detail.
brand and experiences experiences they
together. have already texted
about.
5

All the questions you know and love

Screener: to filter on 16-45

Identify consumption groups (loyalists)

Spontaneous then Prompted Brand and Ad Awareness

Brand Evaluation in Competitive Context on key metrics
Favourability
Consideration
Momentum

Brand Image and statement association measures

Briefing for Texting and Diary Element

6

Texting framework

Text us whenever you see, hear
BRAND:
a) Pepsi
OCCASION:

a) TV
FEELING:

5) Very positive
CHOICE:

a) Much more likely to

or experience anything to do
b) Pepsi Max

c) Coca-Cola
b) Poster/Billboard

c) Radio
4) Fairly positive

3) Neutral
choose
b) Slightly more likely to
choose

with the following brands…
d) Coke Zero

e) Diet Coke
d) Me Drinking/purchasing

e) Conversation
2) Fairly negative

1) Very negative
c) No change

d) Put me off choosing
f) Tango f) Cinema
g) Other carbonate g) Newspaper

h) Magazine

i) Sponsorship

j) In Store

k) Vending Machine

l) Someone else drinking

m) Online

n) Mailing/Leaflet

o) In pub/bar/restaurant

p) Other

7

You tell us
BRAND: A)Pepsi B)Pepsi Max C)Coca-Cola
D)Coke Zero E)Diet Coke F)Tango
G)Other fizzy drink

OCCASION: A)TV B)Poster/Billboard C)Radio
D)Me Drinking/purchasing E)Conversation
F)Cinema G)Newspaper H)Magazine
I)Sponsorship J)In Store K)Vending Machine
L)Someone else drinking
M)Online N)Mailing leaflet O)In
pub/bar/restaurant P)Other

FEEL: 5)Very positive 4)Fairly positive
3)Neutral 2)Fairly negative 1) Very negative

CHOICE 4) Much more likely to choose 3)
Slightly more likely to choose 2) No change
1) Put me off choosing

8

Pepsi, Someone else Drinking, Very Positive,
Much more likely to choose next time
BRAND: OCCASION: FEELING: CHOICE:

a) Pepsi a) TV 5) Very positive 4) Much more likely to
choose
b) Pepsi Max b) Poster/Billboard 4) Fairly positive
3) Slightly more likely to
c) Coca-Cola c) Radio 3) Neutral choose
d) Coke Zero d) Me Drinking/purchasing 2) Fairly negative 2) No change
e) Diet Coke e) Conversation 1) Very negative 1) Put me off choosing
f) Tango f) Cinema

g) Other carbonate g) Newspaper

h) Magazine AL 5 4
i) Sponsorship

j) In Store

k) Vending Machine

l) Someone else drinking

m) Online

n) Mailing/Leaflet

o) In pub/bar/restaurant

p) Other

9

My SMS Diary

10

Looking to the future
Main message about the brand

Brand Evaluation in Competitive Context on key metrics
This is where we Favourability
measure any Consideration
potential shifts in Momentum
perceptions that have
occurred during
people‟s week of Brand Image and statement association measures
texting

Execution evaluation

Segmentation

11

Study Details

March April May June July August

Experience Tracker

Wave 1 Wave 2 Wave 3 Wave 4 Wave 5
18th March – 18th April 12th April – 16th May 10th May – 13th June 7th June – 11th July 5th July – 11th August

Pepsi Max Breathtaking World Cup
TV/Online OOH (4th-18th April)
(1st – 28th March) TV (4th April – 16th May)
Online and Press

OOH (7th – 20th June)
Girth Press

TV (7th – 4th July)
Tango Radio (7th – 27th June)
Online

12

Study details

Participants Texts Photos

Wave 1 535 4774 299
Wave 2 460 3845 433
Wave 3 547 4535 420
Wave 4 420 4010 703
Wave 5 546 4713 516

13

As context, TROI Experience Database for UK
reveals importance of In Store and TV

Base;18,293 texts Base;45,030 texts

15
Source: Current Brand Experience (Text data)

In Wave 1 we immediately saw the dominance
of Trade touchpoints

16

Me drinking/purchasing and Mailing Leaflet are the
most persuasive experiences for the category

Source: Current Brand Experience (Text Data)
17
Base: 21,877 texts

Channel Learnings
Power of consumption
experiences are under
utilised

18

Me drinking/purchasing is an enormously
powerful Touchpoint

19
Base: 21,877 texts

MePepsi Max has the highest quality consumption
Drinking Purchasing (Waves 1-5 combined)
and purchasing experiences
Pepsi Max
Pepsi
Coke Zero
Coca-Cola
Diet Coke

Me Drinking Purchasing (Waves 1-5 combined)
70%
Pepsi Max
65% Pepsi
Coke Zero
60% Coca-Cola
Diet Coke
55%
Purchase Intent T2B (%)

50%

45%

40%

35%

30%

25%

20%
40% 45% 50% 55% 60% 65% 70% 75% 80%
Positivity T2B (%)

20
Base: 5,279 texts

Model 2: Consumption drives top-2-box improvement for
Pepsi Max is the only brand where the Consumption
Pepsi Max
experience alone drives Consideration
CONSUMPTION TOUCHPOINTS

Me purchase only
+
Me purchase and drink
(0.64)
+ CONSIDERATION
Me drink only (Improvement in
(0.31) top-2-box
between t0 and t1)

Pepsi Max is the only brand that has a

significant link from drinking to top-2-box
improvement. The consumption effect is
even stronger when there is a combination
of purchase AND drinking. Base (n) = 2506 (5 waves)
Binary regression model;
Positive change in consideration / Negative or no change.
Solid black line = Significant
21
21

Soft drinks clearly serve specific need
states

Me time

An energy boost
A social break

22

Coca-Cola and Diet Coke are creatively tapping
into consumption need states

23

Off Trade
Learnings
Pepsi trade push,
Coca-Cola brand
pull

24

50% of experiences in this catagory are impulse

Impulse Vs. Planned Purchases

Converted – Fulfilled – Planned
Impulse category and
Yes category brand decision
39% purchase
decision
Whether
intended to 18% 21%
buy a
particular 50% 11%
fizzy brand?
No Diverted-
Impulse
61% category and impulse
brand decision brand
decision

Not planned Planned
68% 33%
Whether intended to buy a fizzy drink?

Source ;Me Drinking/purchasing
Experiences - 5 waves 25
n=5279 texts

However, Pepsi Max drives a larger proportion
of impulse purchases within the brand mix
Purchase Type Profile

Impulse vs Planned Purchase/Consumption

Impulse brand and
category purchase
46%
38% decision
50% 48% 50%
55% 55%
62% Diverted-impulse brand
decision
19%
9%
11% 14% 11% 7%
11%
17% Converted-impulse
8% 14%
18%
22%
18% 31% category decision
18% 15%
28% 25%
21% 16% 16% 15% 21% Fulfilled
12%

Total Pepsi/Pepsi Pepsi Pepsi Max Coca-Cola Coke Zero Diet Coke Tango
n=5279 Max Net n=557 n=644 n=1266 n=317 n=1166 n=276
n=1201

Stronger pre-existing
More successful trade activities
demand for Coca-Cola
which are triggering Pepsi
purchase/consumption more than
other cola brands

Source ;Me Drinking/purchasing Experiences - 5 waves
26
n=5279 texts

Trade activity is „pushing‟ Pepsi Max

Wordle For Me Drinking/Purchasing
Comments PEPSI

Pepsi Max, Me drinking/purchasing
27
n=652 comments

Consumer demand, “feeling thirsty” and a need
for “refreshment” are the main drivers for Coca-
Cola
Wordle For Me Drinking/Purchasing
Comments COCA -COLA

Coca Cola, Me drinking/purchasing
28
n=1270 comments

Model 1: Consumption drives improvements in top-2-box
Cranfield analysis showed that Me
consideration for Pepsi
Purchasing/Drinking drove Consideration
ACTIVE TOUCHPOINTS

Conversation

Pub/bar/restaurant

In store

Online*
CONSIDERATION
(Improvement in
Vending machine
top-2-box
between t0 and t1)

+
Me purchasing / drinking
(0.31)
* Includes active and passive elements
Base (n) = 2506 (5 waves)
29
29

Model 2: Purchase drives up top-2-box Consideration
Unlike, Pepsi Max, Pepsi Consideration
for Pepsi
is driven
more by Purchase than Consumption
CONSUMPTION TOUCHPOINTS

+
Me purchase only
(0.38)
+
Me purchase and drink
(0.32) CONSIDERATION
(Improvement in
top-2-box
Me drink only between t0 and t1)


30
30

Channel
Learnings
Mailing Leaflets
highly persuasive
influencing planned
purchase

31

Mailing/leaflets is our second most persuasive
experience
Top2Box Choice – Market Average (%)

Top2Box Positivity – Market Average (%)
32
Base: 21,877 texts

It is a relatively higher reaching Touchpoint for Pepsi
and is the third most persuasive Touchpoint
Top2Box Choice – Market Average (%)

Top2Box Positivity – Market Average (%)
33
Base: 2,711 texts

Extremely persuasive retailer promotions
encourage people to plan their next purchase

“It was a supermarket offers leaflet
with multipack coke cans, but I
would be influenced by the fact
that they would be on offer, the
offer would possibly make me
switch brands”

Source: Current Brand Experience (Text Data) 34

Model 1: Mailing leaflets are a leaflets and Posters
Offer-led Mailing strongly significant driver drive
of top-2-box consideration for Pepsi. Posters work too.
Consideration for Pepsi
PASSIVE TOUCHPOINTS

TV

Sponsorship

Someone else drinking +

CONSIDERATION
Radio
(Improvement in
+
top-2-box
Poster /billboard (0.28) between t0 and t1)

Newspaper

This is
Mailing leaflet (0.82) a powerful
effect! Consistently occurs across waves.
Magazine Base (n) = 2506 (5 waves)
Cinema Positive change in consideration / Negative or no change.
35
35

Again, these included links to take away food
Featuring on takeaway leaflets

“seeing all the choices lying
next to the drinks, you really
wanted to pick up your phone
and order them right now!!”

Pepsi, Takeaway leaflet, fairly
positive, slightly more likely to
choose

“the more you see, the more you
want to have them right now!! it is

nice to know that they match the
food with pepsi!!”

Pepsi, Takeaway leaflet, fairly positive,
slightly more likely to choose

36

On Trade
Learnings
Coca-Cola dominating
but Free Refills and
link with food work
for Pepsi

37

Coca-Cola consistently Reaches more people
through On Trade over each Wave

Average Reach Per Week – across waves
15% On Trade

12%
11%
10% 10%
Average Reach per Week (%)

10%
Pepsi
9% 9%
9%
8%
6%
6% Coca-Cola
6%
6% 5%
5%
5%
Pepsi & Pepsi Max
4%

0%
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5

Source: Current Brand Experience (text data)
n = number of people
38
535 Wave 1; 460 Wave 2; 547 Wave 3; 420 Wave 4; 546 Wave 5

Coca-Cola experiences are of higher quality
than Pepsi
Through branding...

Friends drinking coca cola from glasses
with the logo clearly marked

Eye catching beer mat made me want
a coke

And a strong presence at POP...

Went out after eating my
lunch at work for a quick
beer and noticed a coca
cola poster in the bar

39

However in Wave 2 Pepsi outperforms Coca-Cola
through On Trade experiences

Source: Current Brand Experience (text data)
n = number of texts
Total Wave 1 Wave 2 Wave 3 Wave 4 Wave 5
Pepsi 169 55 29 25 25 35
Coca Cola 307 66 48 69 69 55

40

Free refills help drive the quality of experiences.
Prominent displays make it more efficient

Wordle For Wave 2 On Trade Comments

I went to a restaurant and there was an offer on

Pepsi free refills there was a huge poster on the
wall advertising this

Pepsi, In pub/bar/restaurant, Prominent display of the fizzy drink,
Very positive, much more likely to choose

Source: Current Brand Experience (Text data) Wave 2
41
n=29 comments for Pepsi, In Pub/Bar/Restaurant

Model 3:TV and On Trade drive closeness
On-trade and TV drive closeness to Pepsi to Pepsi

PASSIVETOUCHPOINTS
Radio; Sponsorship;
Poster/billboard; Cinema;
Newspaper; Magazine; +
Mailing leaflet;
Someone else drinking

TV (0.16)
Improvement in
closeness
ACTIVE TOUCHPOINTS to the brand
Online; Conversation; between t0 and t1
+
Vending machine; In-store;

Me purchasing/drinking

Pub/bar/restaurant (0.21)
Positive change in image / Negative or no change.
42
42

The TV is primarily through the KFC ads as Pepsi was not
on air

“Again, I saw the Kentucky Fried
Chicken BBQ offer on TV( Channel
5) during a programme ad break
which featured Pepsi Cola as
part of the deal.”

“I was watching a recording of American
idol (itv2) which I taped on sky+. this
advert came up a few times and I noticed
the Pepsi in the KFC advert. this
actually made me thirsty.” 43
Wave 1: Current brand experience

Tracking Multichannel, Real Time Customer Experience

Recommended

Recommended

More Related Content

Similar to Tracking Multichannel, Real Time Customer Experience

Similar to Tracking Multichannel, Real Time Customer Experience (20)

More from ResearchShare

More from ResearchShare (20)

Recently uploaded

Recently uploaded (20)

Tracking Multichannel, Real Time Customer Experience