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Overall Brand Experience Index

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Overall Brand Experience Index Basics
LBi Belgium
Benoit Lips
Antony Slabinck

Published in: Business

Overall Brand Experience Index

  1. 1. OptimizationthroughOverall Brand Experience Index (OBEI)<br />Benoit Lips – ChiefVisionaryOfficer<br />Antony Slabinck – Client Service Director<br />LBi’s Client Afternoon4th February 2010<br />
  2. 2. 1. Context & Challenge<br />“Customers aren’t targets anymore…<br />they are your most important assets”<br />
  3. 3. 1.1. Context<br />Most companies have a divided marketing strategy like:<br /><ul><li>a separate offline marketing approach
  4. 4. a separate online marketing approach</li></ul>While focusing on optimization of the conversion ratio … the intermediate customer touchpoints often get neglected<br />Fragmented measurement : We no longer see the forest for the trees<br />
  5. 5. 1.2. The Challenge<br />There is one and only one customer & customer experience!<br />This requires an integrated approach (offline & online) <br />We should not lose track of influencers and other context factors<br />
  6. 6. 2. Objectives<br />
  7. 7. 2. Objectives<br />Develop a more adequate measurement index (offline & online)<br />Revalue all customer experiences (touchpoints)<br />Enable a more effective micro segmentation approach & understanding of your customers<br />Finding a more effective Conversion Ratio Approach together with different non-competing companies<br />FINAL OBJECTIVE : <br />Help you build a successful customer focused strategy using <br />your own company’s ‘Overall Brand Experience Index’<br />
  8. 8. 3. Brand Experience<br />
  9. 9. 3. Brand Experience<br />The Brand Experience defines the relation between the brand and its audience. Both entities are viewed as equal partners.<br />Audience<br />Offline<br />Offline<br />Online<br />Online<br />
  10. 10. 4. Measurement Tools<br />
  11. 11. 4. Measurementtools<br />The Brand Experience defines the relation between the brand and its audience. Both entities are viewed as equal partners.<br />Direct Sales & Marketing<br />CRM<br />Offline<br />Offline<br />Online<br />Online<br />
  12. 12. 4. Measurementtools<br />The Brand Experience defines the relation between the brand and its audience. Both entities are viewed as equal partners.<br />Market Research<br />& Surveys<br />Social Media<br />Offline<br />Offline<br />Online<br />Online<br />WebAnalytics<br />
  13. 13. 4. Measurementtools<br />The Brand Experience defines the relation between the brand and its audience. Both entities are viewed as equal partners.<br />Overall Brand Experience Index<br />Offline<br />Offline<br />Online<br />Online<br />
  14. 14. 5. Overall Brand Experience Index<br />
  15. 15. 5.1. Measure a maximum of touchpoints<br />
  16. 16. 5.2. Touchpoint valuation<br />Everytouchpointgetsvalued (different foreachcompany)<br />
  17. 17. 5.3. Calculation of Sub-Scores<br />Several subscores are weighted and will result in the Overall Brand Experience Index<br />
  18. 18. 5.3. Calculation of Sub-Scores<br />Automaticconversion of all customeractions & touchpointsintospecificsub-scores (candiffer per company & Industry , B2C, B2B, …).<br />Someroughexamples :<br />Visit Score= 24 [1 visit x 5 =5 + 11 min. x 1 =11 + 8 pages x 0.25=2 + 4 favourites x 1,5=6]<br />Engagement Score = 60 [3 Invited friends X 4 =12 + 2 Purchases X 20 = 40]<br />Experience Score = 45 [3 Productvideosx 5 =15 + 2 Surveys x 10 =20 + 1 campaign x 10 = 10]<br />Net Promotor Score = 8,3 [Exit survey – 7.534 responses]<br />Social Ranking = 17% [Monitoring Tool – Belgium Dutch & French language ]<br />
  19. 19. 5.4. OBEI foreachcustomer<br />Automaticconversion of customertouchpointsinto scores<br />CUSTOMER PROFILE AA-27.364<br />Overall Brand Experience Index :<br />Milestones :<br />174<br />+14%<br /><ul><li>Origin SEA
  20. 20. First Visit 11 SEP 2009
  21. 21. First Purchase 21 SEP 2009 (10 days)
  22. 22. Last Purchase 1 DEC 2009 (81 days)
  23. 23. 22 visits (11visits/purchase)</li></ul>Brand Experience<br />321<br />+18%<br />Visitor Score<br />224<br />+29%<br />Engagement<br />52<br />-7%<br />Experience<br />+57%<br />45<br />Microsegments :<br /><ul><li>Quality Seeker
  24. 24. Family with kids
  25. 25. Loyal Buyer
  26. 26. Net & Nomad
  27. 27. Age 35 – 45
  28. 28. Male</li></ul>+8%<br />Product Interest<br />53<br />+29%<br />-12%<br />Products<br />+56%<br />6<br />+40%<br />Reviews<br />-25%<br />45<br />+67%<br />+13%<br />Purchases<br />2<br />+100%<br />+2%<br />
  29. 29. 5.5. Your company’s OBEI<br />Automaticconversion of all measurablecustomeractionsintoone single index.<br />
  30. 30. 5.6. OBEI foreach microsegment<br />Average OBEI can be interesting when diving into further segmentation.<br />Check if your objectives for specific segments are reached.<br />
  31. 31. 5.7. Brand Experience & OBEI<br />The Brand Experiencedefines the relation between the brand and itsaudience. Bothentities are viewed as equalpartners.<br />Yourcompany OBEI willmeasureyouroverallimprovement of all brand experiences.<br />OVERALL BRAND <br />EXPERIENCE INDEX<br />Offline<br />Offline<br />Online<br />Online<br />
  32. 32. 5. Overall Brand Experience Index<br />Measure a maximum of touchpoints<br />Every touchpoint will get a value based on your objectives<br />Sub-Scores are calculated based on touchpoint values<br />Each customer/prospect gets its own OBEI<br />Sum of all customers’ OBEI results in your company’s OBEI<br />We automatically get an OBEI for each microsegment<br />
  33. 33. 6. Conclusion<br />
  34. 34. 6. Conclusion<br />With OBEI :<br />You have a more adequate measurement index (offline & online)<br />You will assign correct value to all customer experiences(touchpoints)<br />You can start with a more effective micro segmentation approach<br />You will understand your customers’ needs better<br />You will be able to build a real customer focused strategy<br />
  35. 35. Contact Us<br />Laurence VandelanotteStrategy and Planning Director<br />Laurence.Vandelanotte@lbigroup.be<br />Direct: +32 (0) 2 730 83 84<br />Mobile: +32 (0)473 41 20 80<br />LBi BelgiumVorstlaan 191 Bd du SouverainB-1160 BrusselsBelgium<br />

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