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The document discusses various metrics for measuring customer satisfaction and online marketing success. It introduces metrics like net promoter score, strength of voice, and engagement rate that can provide insights beyond basic sales numbers. Additionally, it discusses how customer recommendations are strongly linked to brand loyalty and perception and are thus important to track.
The document discusses various metrics for measuring customer satisfaction and online marketing success. It introduces metrics like net promoter score, strength of voice, and engagement rate that can provide insights beyond basic sales numbers. Additionally, it discusses how customer recommendations are strongly linked to brand loyalty and perception and are thus important to track.
The document discusses various metrics for measuring customer satisfaction and online marketing success. It introduces metrics like net promoter score, strength of voice, and engagement rate that can provide insights beyond basic sales numbers. Additionally, it discusses how customer recommendations are strongly linked to brand loyalty and perception and are thus important to track.
COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
Sausfacuon & ulglLal MeLrlcs Cuanufy Lhe Cnllne HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED !"#$%& ( ) *+,#-."$ /01,20&1-3 CusLomer Sausfacuon Measured by Asklng HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED CSA1 ls noL Lhe same as awareness and ls more closely relaLed Lo loyalLy - loyalLy feeds awareness ln Lhe behavloral lmpacL model HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED 8rands have esLabllshed cusLomer bases and Lhese cusLomers have experlences wlLh Lhe producL/ servlce LhaL denes Lhelr percepuon of Lhe brand HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED lor example, a ma[or auLomaker measured CSA1 and brand purchase lnLenL ndlng a one-Lo-one connecuon beLween CSA1 and repurchase lnLenuon HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED CusLomers who had problems wlLh a parucular car brand were more saused and had a hlgher repurchase lnLenL Lhan Lhose who dld noL have any problems aL all. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED Why? HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED LxcellenL cusLomer servlce lf Lhere was a problem wlLh Lhe new car measurably changed percepuon posluvely Loward Lhe brand HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED 1herefore, cusLomer sausfacuon ls Lhe golden" markeung meLrlc LhaL brldges boLh loyalLy and brand awareness - and can be used as a leadlng lndlcaLor of fuLure sales HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED So how do we measure lL? HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED Cn a scale of 1 Lo 10, would you recommend Lhls producL/servlce Lo a frlend or colleague? HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED ln a cusLomer servlce envlronmenL, only Lhe people who answer 9 or 10 mauer, everyone doesn'L HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED So here ls my quesuon Lo you -
WhaL producL or servlce would you recommend Lo a frlend? HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED Would you recommend Lo a frlend?" ls Lhe essenual quesuon Lo dene saused cusLomers HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED 8uL does LhaL mauer Lo us - how many people would recommend us? HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED lred 8elchheld used Lhls quesuon Lo dene anoLher essenual markeung meLrlc known as - 1he neL romoLer Score HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED 1he neL romoLer Score ls a beuer meLrlc for cusLomer servlce because lL ls more accuraLe HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED 1o geL Lhe neL romoLer Score - we subLracL Lhe average number of deLracLors (score 0 - 6) from Lhe number of promoLers (9 - 10). HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED 1he dlerence ls one word ln Lhe quesuon - recommend becomes saused HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED Why ls Lhls a beuer meLrlc? HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED lor acuonable meLrlcs, lL ls beuer Lo ask a few slmple quesuons LhaL focus Lhe consumer's auenuon HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED 1he ulumaLe for a markeLer ls when your cusLomers are so exclLed abouL your producLs/servlces LhaL Lhey recommend Lo frlends or colleagues HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED CusLomer evangellsLs and fans demonsLraLe Lhelr emouonal connecuon Lo your brand, so Lhey become Lhe markeung deparLmenL - everywhere! 1helr passlon adds auLhenuclLy! HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED A cusLomer's recommendauon ls Lhe besL compllmenL your cusLomer can ever glve your brand HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED 8uL cusLomer sausfacuon ls a double-edged sword - ask Lhls quesuon lnsLead HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED WhaL producL/servlce would you 3-# $"&-.."34 Lo a frlend? HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED 1hls quesuon can ellclL a sLrong response - slmple malnLenance lssues, lncorrecL bllllng, and Lerrlble cusLomer servlce HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED When people Lalk more abouL bad experlences - cusLomer sausfacuon decllnes decreaslng fuLure sales and damaglng Lhe brand HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED We call Lhls meLrlc Lhe 5-64"3 .0$7"135 ."#$%& because lL llnks brand and loyalLy ln Lhe behavloral lmpacL model HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED 8%5%#06 !"#$%&, Measurlng Cnllne Success HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED 1here seem Lo be a loL of quallLauve beneLs llke:
1haL sLu ls hard Lo measure" HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED lL ls easy Lo measure, [usL noL wlLh Lhe convenuonal meLrlcs ..
8ecause lL aecLs more of your organlzauons aurlbuLes Lhan [usL boasung sales HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED !"#$%& 9: ) /#$"35#; -2 <-%&" HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED SLrengLh of volce (SCv) measures Lhe brand awareness and repuLauon onllne. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED lL ls a hlsLorlcal analysls of how many people have been Lalklng abouL your brand. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED /#$"35#; -2 <-%&"
# of Conversauons menuonlng your brand 1oLal # of lndusLry Conversauons HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED WlLh Lhe SCv meLrlc, we are looklng aL Lhe age posluve, age negauve and age neuLral Lo deLermlne Lhe ,"31."3# =06+". HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED /#$"35#; -2 <-%&" 9>
# of brand menuons by lnuencers and vocal cusLomers 1oLal # of relevanL menuons HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED !"#$%&, > ) ? ) !0$7"135 @A"&1="3",, 8each, LngagemenL, Lead Cenerauon & CosL/8eneL HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED 1hls equauon ls a more focused approach Lo undersLandlng who lnuences your brand repuLauon and whlch dlrecuon Lhe Lrend ls movlng. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED We have 4 meLrlcs LhaL are used for measurlng Lhe eecuveness of our onllne markeung programs. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED /-&%06 B"0&; ls Lhe LoLal # of followers across all soclal plauorms. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED Soclal reach ls lmporLanL because we need Lo undersLand how many people Lo we Louch wlLh our brand messages HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED Soclal reach ls also used Lo calculaLe Lhe value of Lhe each follower Lo Lhe brand. HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED <06+" -2 C03DC-66-E"$
# Llkes + # of Shares + # 8eLweeLs + # CommenLs # of publlshed posLs or pleces of conLenL HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED LngagemenL can be calculaLed:
8y Campalgn er Speclc Soclal lauorm er Speclc osL HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED F3G+"3&"$ @3505"."3#
1oLal number of lnuencers Aware of 8rand 1oLal # of lndusLry lnuencers HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED *-,#DH"3"I# J306K,%,
8Cl of ulglLal Medla Campalgns 8Cl of 1radluonal Markeung Campalgns HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED L"04 M"3"$01-3 @A"&1="3",,
# of new leads from soclal channels # of LoLal leads HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED L"04 M"3"$01-3 @A"&1="3",, 9>
# of new leads generaLed or lnuenced by soclal channels # of LoLal leads HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED 1hls ls only Lhe beglnnlng of Lhe [ourney when lL comes Lo dlglLal meLrlcs.