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