FREEDyourMind

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!

 

Webinar With Border's Books

We had a great webinar with Kevin Ertell (VP of E-Business) at Border’s last week. Even if you missed it, you can click here to hear the pre-recorded session.

 

We’ve worked with Kevin back in his Tower Records days and more recently at Border’s, where he’s been developing an e-commerce site that will launch in early 2008 to compete with Amazon.com and BarnesandNoble.com.

 

The webinar focused on how he has been measuring the impact of his comprehensive e-newsletter program on loyalty, and how he’s using voice-of-customer feedback to redesign the Border’s site in anticipation of the 2008 launch. Kevin also spoke at our Customer 2.0 even in

Ann Arbor

in early September, and is always great at offering colleagues really practical, tactical solutions for the challenges all e-retailers and e-marketers face.

St. John's Use of Customer Sat Metrics

Check out the recent article about the value of measuring customer satisfaction online, written for Health Leaders Magazine by Pam Hedman at St. John Health System, a group of 8 hospitals and more than 125 medical facilities in Michigan. St. John is a client of ours–they’ve been measuring customer satisfaction online for about four years now, and wanted to share how customer satisfaction metrics helped them figure out that:

• the composition of site visitors was entirely different than what they expected, requiring changes to the site to address the needs of very specific audiences that weren’t previously considered significant
• improvements      to search more than to any other area of functionality would have the      greatest ROI
• improvements needed to be made to a transactional component of the website, resulting in a 138% increase in site traffic and a much better understanding of what was driving customer acquisition and retention.

Pam also talks about how she used customer satisfaction data to justify budget decisions and secure the funding she needs for web initiatives. Thanks, Pam, for the great article!