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!
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.
Posted by: cotton sheer curtains | March 04, 2010 at 01:12 PM
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.
Posted by: Vintage belt buckle | April 11, 2010 at 11:35 AM
Doing a great job! Thanks for a really good online experience.Would spell check in the comments be coming any time soon?
Posted by: Powder coating colors | April 29, 2010 at 04:21 AM
Likewise, we're dedicated to the fundamentals of protecting consumer privacy on the Internet.
Posted by: Used outboard motor | May 03, 2010 at 04:27 PM
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.
Posted by: Youth baseball uniforms | May 07, 2010 at 04:51 AM