How brands can adopt a new approach to measuring brand experience

Christophe Castagnera

Advice on how brands can more accurately measure the impact of customer experiences.

Recent talk of return on experience (ROE) being the new return on investment (ROI) overlooks the fact that there has always been a connection between the quality of customer experiences and the financial returns measured through ROI.

However, the main issue is the need to accurately measure the effects of brand experience in order to expand the framework of measuring ROI in a more holistic way. And as brands emerge from the tumult of this year, it is clear there is both a need and an opportunity for a fresh and more considered approach that actually measures experiences...

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