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!
