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SXSW 2016: What's your ROX? Measuring Return on Experience

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What's your ROX? This provides an overview of approaches for measuring customer experience to define the impact, perceptions and insights to understand and enhance your return on experience.

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SXSW 2016: What's your ROX? Measuring Return on Experience

  1. 1. © COPYRIGHT 2015 SAPIENT CORPORATION Howtomeasurecustomerexperiences ROX: Return on Experience
  2. 2. © COPYRIGHT 2015 SAPIENT CORPORATION 2 Agenda 1.The Brand Experience Opportunity 2.Experience Measurement 3.Discussion / Next Steps
  3. 3. © COPYRIGHT 2015 SAPIENT CORPORATION 3 Brand Challenge 1: Managing Brands across ecosystems and journeys
  4. 4. © COPYRIGHT 2015 SAPIENT CORPORATION 4 Brand ExperienceMessage Communication Behavior Promise What is Experience? Experience delivers the Promise of Messaging
  5. 5. © COPYRIGHT 2015 SAPIENT CORPORATION 5 Brand ExperienceMessage Communication Behavior Promise What is Experience? Experience delivers the Promise of Messaging
  6. 6. © COPYRIGHT 2015 SAPIENT CORPORATION 6 Brands were designed to support awareness and campaign messaging WEB OFFLINE DISCOVER
  7. 7. © COPYRIGHT 2015 SAPIENT CORPORATION 7 And as channels have fragmented, brands have continued to support messaging DESKTOP MOBILE WEB MOBILE APP SOCIAL MEDIA DIGITAL RETAIL EMAIL CHAT DISPLAY TABLET SEARCH OFFLINE DISCOVER
  8. 8. © COPYRIGHT 2015 SAPIENT CORPORATION 8 …but customers engage with brands across a broader customer journey… DESKTOP MOBILE WEB MOBILE APP SOCIAL MEDIA DIGITAL RETAIL EMAIL CHAT DISPLAY TABLET SEARCH OFFLINE DISCOVER EXTENDADOPTACQUIRECHOOSECONSIDERDISCOVER
  9. 9. © COPYRIGHT 2015 SAPIENT CORPORATION 9 …but customers engage with brands across a broader customer journey, across many channels EXTENDADOPTACQUIRECHOOSECONSIDERDISCOVER DESKTOP MOBILE WEB MOBILE APP SOCIAL MEDIA DIGITAL RETAIL EMAIL CHAT DISPLAY TABLET SEARCH OFFLINE
  10. 10. © COPYRIGHT 2015 SAPIENT CORPORATION 10 …but customers engage with brands across a broader customer journey, across many channels, in their own way EXTENDADOPTACQUIRECHOOSECONSIDERDISCOVER DESKTOP MOBILE WEB MOBILE APP SOCIAL MEDIA DIGITAL RETAIL EMAIL CHAT DISPLAY TABLET SEARCH OFFLINE `
  11. 11. © COPYRIGHT 2015 SAPIENT CORPORATION 11 Brand Challenge 2: Establishing a Brand Experience Strategy
  12. 12. © COPYRIGHT 2015 SAPIENT CORPORATION 12 Brand Image is projected by how a brand character looks, what it says, and how it behaves LOOKS SAYS DOES VoiceVisual Character Behavior Brand Image Adapted from Birkigt & Stadler’s Corporate Image Model
  13. 13. © COPYRIGHT 2015 SAPIENT CORPORATION 13 But brand marketing typically only solves for visual and voice (a message or promise) and not for how a brand should behave (or be experienced) FROM: Visual + Voice deliver Messaging What a brand says and how it looks TO: Visual + Voice + Behavior deliver Engagement What a brand says, how it looks and what it does Adapted from Birkigt & Stadler’s Corporate Image Model LOOKS SAYS DOES VoiceVisual Character Behavior
  14. 14. © COPYRIGHT 2015 SAPIENT CORPORATION 14 Brand Challenge 3: Where to begin?
  15. 15. © COPYRIGHT 2015 SAPIENT CORPORATION of firms say they are “customer focused”95% say they deliver a “superior experience”80% “Closing the Delivery Gap” study of 362 firms by Bain & Co While firms say they’re focused on Customer Experience…
  16. 16. © COPYRIGHT 2015 SAPIENT CORPORATION 8% “Closing the Delivery Gap” study of 362 firms by Bain & Co Of customers feel they receive a “superior experience” They’re not doing very well…
  17. 17. © COPYRIGHT 2015 SAPIENT CORPORATION 17 Brand Challenge 3: Where to begin? Start by gaining an understanding of the perception of current state experience to inform where to focus
  18. 18. © COPYRIGHT 2015 SAPIENT CORPORATION 18 Experience measurement approach Start by building a holistic view of customer’s perceptions of your entire brand experience ecosystem through a 1) Customer Experience Tracking Study 2) Value Impact Study Launch ecosystem updates, revisions and updates to close perception gaps Measure changes in perception and adjust Disciplined ongoing management of journey, audiences and experience cohesion through ecosystem refinements and upgrades and management 1. Establish foundational understanding of current state and value model 2. Deploy strategies and revisions to address gaps 3. Brand Experience Management approach for ongoing refinement UNDERSTAND ADDRESS OPTIMIZE
  19. 19. © COPYRIGHT 2015 SAPIENT CORPORATION 19 Understand: Establish foundational understanding of current state and value model EXPERIENCE PERCEPTION TRACKING STUDY UNDERSTAND IMPACT VALUE How do we compare...? • Against competitors, best-in- class • Over time What’s the impact of getting better? • $ impact • Savings • Efficiencies + PART 1 PART 2
  20. 20. © COPYRIGHT 2015 SAPIENT CORPORATION 20 Part 1: Customer Experience Tracking Study (CETS)
  21. 21. © COPYRIGHT 2015 SAPIENT CORPORATION 21 Experience perception tracking study approach Understand Context Situate & Scale Measures Measure & Evaluate Current State Recommend Experience Optimization Capture Next-Gen Experience Metrics
  22. 22. © COPYRIGHT 2015 SAPIENT CORPORATION 22 Context: How do we compare? Experience Expectations Time PERCEPTUAL GAP Table-stakes benchmark No evolution
  23. 23. © COPYRIGHT 2015 SAPIENT CORPORATION 23 Context: What are we Measuring? House? • Masterbrand Room? • Sub-brand/sub- audience • Product / Service Bricks? • Channel
  24. 24. © COPYRIGHT 2015 SAPIENT CORPORATION 24 Context: With who? Customers • Overall • Demographics • Segments, i.e. Millennials • Global / Local Employees • Internal • Contract • External Partners • Agents/FAs
  25. 25. © COPYRIGHT 2015 SAPIENT CORPORATION 25 Experience Measurement Tracking Survey Options Comparison Customer Satisfaction, CES/EFFORT NPS: Net Promoter Score Forrester CXi SN ROX: Return on Experience Transaction/ Flow Focus Overall Experience Specific Broad
  26. 26. © COPYRIGHT 2015 SAPIENT CORPORATION 26 HOW DO WE MEASURE? The Five DIMENSIONS of Experience The extent to which a person perceives that one interaction builds on the next. How well does one interaction pick up from the last interaction and previous ones? The extent to which a person discerns a meaningful, emotionally relevant story. How much does the interaction leave an impression, or enable expression? The extent to which a person receives the right content and functionality at the right time. How usable are the interactions? How well are environments designed for context of use? The extent to which content, functionality, products, services and people are made available to or can be shared by a person. How easy is it for a person to become part of, or affect, the brand story? The extent to which people feel they are empowered to accomplish the things they want or need to do. How well do the interactions support a user’s expectation of directing their experience? CONTROL SENSE CONTINUITYFITACCESS SAPIENTNITRO Return on Experience (RoX) DimensionsTM
  27. 27. © COPYRIGHT 2015 SAPIENT CORPORATION 27 Experience Tracking Methodology & Sample Reports
  28. 28. © COPYRIGHT 2015 SAPIENT CORPORATION 28 Customer Experience Tracking Study (CETS) Methodology Objective Understand Customer’s perceptions of Brand customer experiences To inform how changes over time Methodology Survey delivered to a sizable Panel of customers and non-customers • Initial pilot benchmark study • Periodic Studies • Questionnaire  Digital brand equity/positioning perceptions and digital brand experience perceptions against Brand, Category, Broader Best-in-class examples Considerations Leverage results to inform new projects
  29. 29. © COPYRIGHT 2015 SAPIENT CORPORATION See therest at SXSWInteractive2016or contactmenow !

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