proprietary and confidential, maritz copyright 2008 1 maritz research europe brand promises or...

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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Brand Promises or Customer Experiences?

- Know how customers choose- Stop wasting money


March 25, 200915:00 London - 16:00 Berlin


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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


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”


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?)


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


What happens when experiences are poor?


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?


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


What we need to know

… to fill in the numbers and paint the bigger picture


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


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


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


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)


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


Example of a BIG brand promise


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 $$


What all this tells us


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


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


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


The Brand Delivery Gap

(negative)

Aligning promises &

delivery

Small Big

Over promising

Under delivering

Under promising

Over delivering


Don’t underestimate 1 bad experience

•People used to tell 10 others about bad experiences

•… now they can tell tens of thousands


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


Deliverables

ofInfluencers that lead to

BeliefsProfitable behaviour

OperationalDelivery

Advertising

WoM

Brand,Product

& servicedrivers

Retention

Acquisition

Unc. comms


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



Questions and AnswersRoger Sant

DVP, Brand Research EuropeMaritz Research


Webinar, 25th March 2009


Have A Question for Roger Sant?

• How to submit questions to the Speaker during this Webcast

Go to Floating Tool Bar



Questions and AnswersRoger Sant

DVP, Brand Research EuropeMaritz Research


Webinar, 25th March 2009


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