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* pronounced SABAK
SABUC Model
TM
The JuxtConsult
• With customers who are currently interacting with the brand at each
of these 5 stages
The 5 Customer-Brand Interaction Stages
Interaction Stages Touch Points Milestones
Persuasion
Preference
Buy
Purchase
Retail, Product
Brand Purchase
Need Relevance
Conviction
User Friendliness
Usage Satisfaction
Brand Awareness Brand Consideration Brand Buying Brand Usage Brand Relationship
Experience Experience Experience Experience Experience
The Customer Satisfaction Measuring Schema
Pre Purchase Purchase Post Purchase
User Friendliness
Usage Satisfaction
Brand Awareness Brand Consideration Brand Buying Brand Usage Brand Relationship
Experience Experience Experience Experience Experience
• Finding more information about the brand/product (ease, relevance and adequacy of info)
• Noticeability/Locating of brand outlet (signage)
• Ease of accessing the outlet (distance, parking, approachability)
• Physical appeal of the outlet (space, cleanliness, comforts, presentation, product display)
• Marketing friendliness of the outlet (range/options, right variants, demo/sampling, POP)
Brand Consideration • Physical appeal of the staff (appropriate dressing, cleanliness, present-ability)
Experience • Marketing friendliness of the staff (approachability, attentiveness, politeness, efficiency,
brand & competitive product knowledge, responsiveness, persuasiveness, assistance provided,
service orientation/attitude)
35 Parameters • Marketing friendliness of the products (looks/design, packaging, key features)
• Competitiveness of the products (range, features, usage friendliness, price)
• Overall satisfaction experience with brand consideration process
The Customer Satisfaction Measuring Parameters
21 Parameters • Appropriate product demo (actual demo/walk-thru, explanation of operations, user manual handover,
explanation of key do’s & don’ts, comprehension)
Brand Awareness Brand Awareness Brand Consideration Brand Buying Brand Usage
Experience Experience Experience Experience Experience
• Overall satisfaction with the brand (composite SABUC index for the brand)