This document discusses measuring customer experience and return on experience (ROX). It outlines an approach to first understand customers' current perceptions of a brand's experience through a customer experience tracking study. This would involve surveying customers and non-customers to benchmark perceptions over time. It then discusses establishing the value impact to understand the financial benefits of improving experience. The goal is to identify gaps, launch initiatives to address them, and optimize experience through ongoing management.

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Howtomeasurecustomerexperiences
ROX: Return on Experience

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Agenda
1.The Brand Experience
Opportunity
2.Experience Measurement
3.Discussion / Next Steps

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Brand Challenge 1:
Managing Brands across
ecosystems and journeys

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Brand
ExperienceMessage
Communication Behavior
Promise
What is Experience?
Experience delivers the Promise of Messaging

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Brand
ExperienceMessage
Communication Behavior
Promise
What is Experience?
Experience delivers the Promise of Messaging

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Brands were designed to support awareness and campaign messaging
WEB
OFFLINE
DISCOVER

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And as channels have fragmented, brands have continued to support
messaging
DESKTOP
MOBILE WEB
MOBILE APP
SOCIAL
MEDIA
DIGITAL
RETAIL
EMAIL
CHAT
DISPLAY
TABLET
SEARCH
OFFLINE
DISCOVER

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…but customers engage with brands across a broader customer journey…
DESKTOP
MOBILE WEB
MOBILE APP
SOCIAL
MEDIA
DIGITAL
RETAIL
EMAIL
CHAT
DISPLAY
TABLET
SEARCH
OFFLINE
DISCOVER EXTENDADOPTACQUIRECHOOSECONSIDERDISCOVER

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…but customers engage with brands across a broader customer journey,
across many channels
EXTENDADOPTACQUIRECHOOSECONSIDERDISCOVER
DESKTOP
MOBILE WEB
MOBILE APP
SOCIAL
MEDIA
DIGITAL
RETAIL
EMAIL
CHAT
DISPLAY
TABLET
SEARCH
OFFLINE

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…but customers engage with brands across a broader customer journey,
across many channels, in their own way
EXTENDADOPTACQUIRECHOOSECONSIDERDISCOVER
DESKTOP
MOBILE WEB
MOBILE APP
SOCIAL
MEDIA
DIGITAL
RETAIL
EMAIL
CHAT
DISPLAY
TABLET
SEARCH
OFFLINE
`

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Brand Challenge 2:
Establishing a Brand Experience
Strategy

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Brand Image is projected by how a brand character looks, what it
says, and how it behaves
LOOKS SAYS
DOES
VoiceVisual
Character
Behavior
Brand
Image
Adapted from Birkigt & Stadler’s Corporate Image Model

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But brand marketing typically only solves for visual and voice (a message
or promise) and not for how a brand should behave (or be experienced)
FROM:
Visual + Voice deliver Messaging
What a brand says and how it looks
TO:
Visual + Voice + Behavior deliver Engagement
What a brand says, how it looks and what it does
Adapted from Birkigt & Stadler’s Corporate Image Model
LOOKS SAYS
DOES
VoiceVisual
Character
Behavior

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Brand Challenge 3:
Where to begin?

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of firms say they are
“customer focused”95%
say they deliver a
“superior experience”80%
“Closing the Delivery Gap” study of 362 firms by Bain & Co
While firms say they’re focused
on Customer Experience…

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8%
“Closing the Delivery Gap” study of 362 firms by Bain & Co
Of customers feel they receive a
“superior experience”
They’re not doing very well…

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Brand Challenge 3:
Where to begin?
Start by gaining an understanding of the
perception of current state experience to inform
where to focus

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Experience measurement approach
Start by building a holistic
view of customer’s
perceptions of your entire
brand experience
ecosystem through a
1) Customer
Experience Tracking
Study
2) Value Impact Study
Launch ecosystem
updates, revisions and
updates to close
perception gaps
Measure changes in
perception and adjust
Disciplined ongoing
management of journey,
audiences and experience
cohesion through
ecosystem refinements
and upgrades and
management
1. Establish foundational
understanding of current
state and value model
2. Deploy strategies and
revisions to address gaps
3. Brand Experience
Management approach for
ongoing refinement
UNDERSTAND ADDRESS OPTIMIZE

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Understand: Establish foundational understanding of current state
and value model
EXPERIENCE
PERCEPTION
TRACKING STUDY
UNDERSTAND
IMPACT VALUE
How do we compare...?
• Against competitors, best-in-
class
• Over time
What’s the impact of getting
better?
• $ impact
• Savings
• Efficiencies
+
PART 1 PART 2

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Part 1:
Customer Experience Tracking Study (CETS)

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Experience perception tracking study approach
Understand
Context
Situate & Scale
Measures
Measure &
Evaluate
Current State
Recommend
Experience
Optimization
Capture Next-Gen
Experience
Metrics

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Context: How do we compare?
Experience
Expectations
Time
PERCEPTUAL GAP
Table-stakes
benchmark
No evolution

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Context: What are we Measuring?
House?
• Masterbrand
Room?
• Sub-brand/sub-
audience
• Product / Service
Bricks?
• Channel

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Context: With who?
Customers
• Overall
• Demographics
• Segments, i.e. Millennials
• Global / Local
Employees
• Internal
• Contract
• External Partners
• Agents/FAs

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Experience Measurement Tracking Survey
Options Comparison
Customer
Satisfaction,
CES/EFFORT
NPS: Net
Promoter
Score
Forrester
CXi
SN ROX:
Return on
Experience
Transaction/
Flow Focus
Overall
Experience
Specific
Broad

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HOW DO WE MEASURE?
The Five DIMENSIONS of Experience
The extent to which a person
perceives that one interaction
builds on the next.
How well does one interaction
pick up from the last interaction
and previous ones?
The extent to which a person
discerns a meaningful,
emotionally relevant story.
How much does the
interaction leave an
impression, or enable
expression?
The extent to which a person
receives the right content and
functionality at the right time.
How usable are the
interactions? How well are
environments designed for
context of use?
The extent to which content,
functionality, products,
services and people are
made available to or can be
shared by a person.
How easy is it for a person to
become part of, or affect, the
brand story?
The extent to which people feel
they are empowered to
accomplish the things they
want or need to do.
How well do the interactions
support a user’s expectation of
directing their experience?
CONTROL SENSE CONTINUITYFITACCESS
SAPIENTNITRO Return on Experience (RoX) DimensionsTM

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Experience Tracking
Methodology & Sample Reports

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Customer Experience Tracking Study (CETS)
Methodology
Objective
Understand Customer’s perceptions of Brand customer
experiences
To inform how changes over time
Methodology
Survey delivered to a sizable Panel of customers and
non-customers
• Initial pilot benchmark study
• Periodic Studies
• Questionnaire
 Digital brand equity/positioning perceptions and
digital brand experience perceptions against Brand,
Category, Broader Best-in-class examples
Considerations
Leverage results to inform new projects

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