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PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 1
Maritz Research Europe
Brand Promises or Customer Experiences?
- Know how customers choose- Stop wasting money
•March 25, 200915:00 London - 16:00 Berlin
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Webcast Presented by:
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PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 2
Maritz Research Europe
Brand Promises or Customer Experiences?
- Know how customers choose- Stop wasting money
Webcast Presented by:
March 25, 200915:00 London - 16:00 Berlin
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 3
Commonly Asked Questions
1. Will I be able to get copies of the slides after the event?
2. Is this web seminar being recorded so I or others can view it after the fact?
YES NO
YES NO
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 4
Have A Question?
• How to submit questions to the Speaker during this Webcast
Go to Floating Tool Bar
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 5
Holistic Relationship Strength:
Brand Promises or Customer Experiences?- Know how customers choose- Stop wasting money
• Webinar, 25th March 2009
Roger SantDVP, Brand Research EuropeMaritz Research
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 6
Opinions of brands influence customer loyalty & choice
Without customers, there’s no business!
We know brand is important …
• "Brand. Our least tangible, yet most valuable asset“
• D. Young, GE Chairman 1922-1939
What makes people feel the way they do about brands=
What makes businesses succeed or fail
“Businesses exist through the existence of their customers”
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 7
So what does influence the way people feel about brands?
Loyalty decisions(Should I stay or go?)
Direct experience
Advertising Direct experience
Advertising
And what about other uncontrolled communications?
Choice decisions(If I go, where to?)
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 8
Customer touch-points
& Moments of truth(delivered)
HolisticRelationship
Strength
Uncontrolled
Brand image &associations
News, reviews,articles, blogs, etc.
Word ofmouth
DirectExperiences
Keeping brand
Promises
Aligning
Brand & Experience
Advertising & Communications
(controlled)
Controlled
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 9
What happens when experiences are poor?
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 10
The impact of a bad experience
What affect did this have on:
•His opinion of the brand?
•The broader brand strength?
He was probably unhappy, but he is only one person
•How consistent was this poor service?
•How many did he tell?
•What was the brand promise?
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 11
Brand and experience both influence people’s behaviour
• It is the alignment between brand promises and delivered experiences that companies need to get right
Don’t silo Brand Image and Customer Experience
Deliver your brand promises
Don’t silo marketing and operations
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 12
What we need to know
… to fill in the numbers and paint the bigger picture
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 13
We need to know …
How this impacts loyalty & choice
The perceived Gap (between promises & beliefs)
What these beliefs are
How people arrived at their brand beliefs
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 14
We need to ask …
3. What made them feel that way?
4. How does this compare to what the brand says about itself?
1. How much someone likes the brand
2. What they like/ dislike
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 15
We need to ask …
1. How much does someone like the brand?
2. What is it that they like/ dislike?
PRO
ANTI
CustomerRetention
Non-customer
Acquisition
A mixture of brand, service &
product statements
Include strap lines & images
promoted by advertising
Relationship strength
Beliefs
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 16
So we need to ask
3. What made them feel that way?
4. How does this compare to what the brand says about itself?
Sources of beliefs
Brand Delivery Gap
Had first hand experience
It’s what the brand stands
for
People I know have told me
Researched on the internet
Etc.
Expectation
100
0Actual
100
0
Familiar but not
usedUsing/used
recently
(adjusted for customer
bias)
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 17
Why Brand Delivery Gaps arise …
Brand managers want to make big, emotional promises
•Emotions drive relationships
•Brands want to get closer to customers
Operations strive for efficiency
•Want to deliver minimum ‘required’ experience
•At the lowest cost
Contrasting forces of marketing and operations
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 18
Example of a BIG brand promise
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 19
What affect did this have on opinions of the brand?
… depends on whether they invested enough to delivered the promise
If they did If they didn’t
•Frustrated current customers
•Disappointed new customers
•Wasted advertising $$
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 20
What all this tells us
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 21
Relationship strength
How are we doing on Relationship Strength?
Compared to our competitors?
Competitor A
Competitor B
Competitor C
50%
30%
20%
Where will our vulnerable customers go?
Competitor A
Competitor B
Competitor C 50%
30%
20%
Where will our acquisitions come from?
Gain
from
Lose to
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 22
Belief-drivers
Helpfulness of staff (24%)Can always find someone (17%)
Speed of check-in (42%)
Service beliefs
Brand beliefs
Product beliefs
45%35%20%
Comfort of seats (30%)
Entertainment system (35%)
Trustworthy (25%)
Fun (20%)
Innovative (50%)
Food (25%)
Loyalty & choice
ANTI PRO
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 23
Sources of beliefs
Key belief drivers
Direct experience
Uncontrolled commsWord of mouthAdvertising & controlled communications
Sum of sources of
beliefs
Helpfulness of staff
Speed of check-in
Trustworthy
Innovative
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 24
The Brand Delivery Gap
(negative)
Aligning promises &
delivery
Small Big
Over promising
Under delivering
Under promising
Over delivering
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 25
Don’t underestimate 1 bad experience
•People used to tell 10 others about bad experiences
•… now they can tell tens of thousands
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 26
Small gap(good)
Big gap(bad)
The Brand Delivery Gap
Prioritise Brand Prioritise Experience
Build presence
Promote promises
Advertising $$ may be wasted until
experience is fixed
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 27
Deliverables
ofInfluencers that lead to
BeliefsProfitable behaviour
OperationalDelivery
Advertising
WoM
Brand,Product
& servicedrivers
Retention
Acquisition
Unc. comms
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 28
So that we can:
3. Evaluate the ‘gap’ between promise & delivery
1. Include both brand & experience drivers when analysing profitable behaviour
4. Prioritise investments between communications and operations as well as within them
2. Identify what’s influencing these drivers
What makes people feel the way they do about brands= What makes businesses succeed or fail
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 29
Maritz Research Europe
Questions and AnswersRoger Sant
DVP, Brand Research EuropeMaritz Research
Webcast Presented by:
Webinar, 25th March 2009
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 30
Have A Question for Roger Sant?
• How to submit questions to the Speaker during this Webcast
Go to Floating Tool Bar
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 31
Maritz Research Europe
Questions and AnswersRoger Sant
DVP, Brand Research EuropeMaritz Research
Webcast Presented by:
Webinar, 25th March 2009
PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 32
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PROPRIETARY AND CONFIDENTIAL, MARITZ COPYRIGHT 2008 33