How Kellogg Uses Customer Sat To Measure Website Value

Brandweek Magazine did an article this week about how we helped Kellogg quantify the contribution of several of their key brand websites on long-term customer loyalty, brand perception, and overall customer relationships.  This can be a huge challenge for brand managers—how do you tell if the website is strengthening customer relationships and influencing their future behaviors if you can’t measure that in terms of online sales?

Well, you do so by applying the methodology of the American Customer Satisfaction Index (ACSI), which is the only metric that has been scientifically and academically proven to be predictive of loyalty, ROI, and future financial performance.  When you can’t measure sales, you can measure satisfaction, which predicts the future behaviors that lead to sales.

By using the actionable data that the ACSI methodology provides, Kellogg was able to make several changes that resulted in tangible rewards and quantifiable proof that their websites were actively helping build customer relationships and influence loyalty.

And hey, I can't resist saying it, now they're grrrrreeeeat!

 

Comments

[cotton sheer curtains]

Kellogg Company recognises its obligation to its customers, community and online visitors to adhere to the highest standards of decency, fairness, and integrity in all its operations. Likewise, we're dedicated to the fundamentals of protecting consumer privacy on the Internet.

[Vintage belt buckle]

Kellogg Company (“Kellogg”) is committed to upholding the highest ethical standards in its business practices and strives to collect, use and disclose personal information in a manner consistent with the laws of the countries in which it does business.

[Powder coating colors]

Doing a great job! Thanks for a really good online experience.Would spell check in the comments be coming any time soon?

[Used outboard motor]

Likewise, we're dedicated to the fundamentals of protecting consumer privacy on the Internet.

[Youth baseball uniforms]

On the surface this sounds like a very interesting idea for Sears to test out. I can't wait to find out how successful this concept will be. Think of the possibilities not only for Sears, but other multi-channel retailers.