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!