Pres 111 valorie valencia feb 3 2016

Aligning Brand Promise with Customer Experience

Effectiveness Mapping

© 2016 Stellar Research Enterprises, Inc

Better Method. Better Questions.

Better Business.

We Deliver What We Promise!


When brand promise is not aligned with customer experience, companies lose money Oops!

Bra

nd

Pro

mis

e

Customer Experience

Companies Only Deliver On Their Brand Promises Half the Time

~Gallup, May 2015

Effectiveness = Delivering the Promised Value

Net Promoter Score

Ratings, Testimonials, CSAT & Loyalty Methods Imply But Don’t Directly Measure EFFECTIVENESS


Current Solutions Measure Sentiment

Subjective Objective More Trust

More Credibility More Cost More Time

Less Trust Less Credibility

Less Cost Less Time

EFFECTIVENESS SPECTRUM

Customer Satisfaction Measures Customer Loyalty Measures

Five-Star Rating Systems Reviews & Testimonials

Double Blind, Randomized, Placebo-Based, Third-Party

Clinical Trials and Scientific Studies


Objectively Measure

Subjective Experiences™

EFFECTIVENESS MAPPING

EFFECTIVENESS

SENTIMENT

EFFECTIVENESS

SENTIMENT

EFFECTIVENESS

SENTIMENT


TO MEASURE EFFECTIVENESS

Quantify the BEFORE-AFTER changes consumers experience with a product or service

BEFORE AFTER


Step 1: Define Effectiveness Categories Effectiveness Categories

1. Freedom from Pain 2. Quality of Life 3. Stress Free

Dr. Neil Cottam

Cottam Health Quiz Example:

What changes for your customers when they experience your product or service?

Step 2: Define Three 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:


QURVEY = QUIZ + SURVEY

Image Source: http://uviaus.com/

A quiz from the consumer perspective.

A survey from the company perspective.

Best of Both

Worlds


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


Before Scores

Existing Customer

Scores

Customer View

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


Before Scores

After Scores

Business View

∆

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


Wrist Watch

Smart Watch

Businesses that BENEFIT from Effectiveness Mapping:

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


Businesses ATTRACTED to Effectiveness Mapping:

Effectiveness Mapping Benefits


Passive Lead Generation Accelerated Customer Growth Responsive Customer Relations

Enhanced Customer Engagement Actionable Customer Intelligence Stellar Company Credibility


How Is Effectiveness Mapping Better?

Value Only to Business

Value to Business and Consumer

Validate Effectiveness

Measure Change

Consumer Experiences Over Time

Measure Consumer

Experience at a Point in

Time Online Surveys

Stellar Qurveys

Customer Satisfaction Measures

Patent Pending

Quizzes


Effectiveness Mapping

What changes for customers when they

experience a product or service?

1

Measure that change to prove

and improve effectiveness.

2

Questions?

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Pres 111 valorie valencia feb 3 2016

Presentations & Public Speaking

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