LONDON: NPS and CSAT metrics are “blunt instruments” when to comes to measuring customer experience, according to an industry figure, who maintains that Experience Quality Measurement (EXQ) is a far more reliable indicator.
Fiona Blades, Admap, March 2018, pp. 27-29
Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.
ORLANDO, FL: UnitedHealth Group, the healthcare firm, has enjoyed significant benefits by extending the Net Promoter Score (NPS) beyond its traditional role as a marketing metric and using it to inform broader aspects of its business strategy.
Russell King and Geoff Lowe, ESOMAR, Congress, 2017
This paper describes how Orange, the telecommunications provider, leveraged its digital research platforms globally to ensure the consumers' voice is always at the heart of the company and to promote quicker, smarter decision-making and action-taking.
Brooke Hemphill, WARC Exclusive, February 2017
This article explains a renewed focus on customer experience (CX) in Australia, including the battle between ad agencies and consultancies to stamp their mark, challenges facing the sector, and how Telstra and NAB have integrated CX metrics into their businesses.
Reed Cundiff and Ilana Saarikko, ESOMAR, Big Data, November 2016
This paper describes how Microsoft has developed a data platform to capture and analyse on-device product feedback and social media output, providing insights to drive supply chain, product development and customer engagement decisions.
Patrick Barwise and Seán Meehan, Market Leader, Quarter 1, 2015, pp. 28-30
This article describes how a power supply business used the Net Promoter Score metric to drive customer focus throughout the company and consolidate its global market leadership, resulting in greatly improved customer satisfaction, sales and profits.
Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2014
This case study describes how Virgin Mobile, the mobile phone network, increased its share of the Australian post-paid market by generating earned media coverage following its recruitment of Doug Pitt, actor Brad Pitt's younger brother, as a brand ambassador.
Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.
Andrew Stephen, Admap Magazine, June 2018, pp. 18-19
Looks at some of the findings of new wide-ranging research based on Facebook and Instagram data from around the world, which has shown how important social media can be from a brand-building perspective.
This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.