Choosing metrics that measure the brand experience
Stresses the importance of measuring specific customer reactions to brand behaviors
The old maxim “what gets measured gets done” applies to this activity. After going through this activity, managers will be better able to choose measurements that actually measure what they want to accomplish for their brands.
For example, many companies measure satisfaction as an indicator of emotional engagement. Many psychologists doubt satisfaction is an emotion at all. Satisfaction is an intellectual judgement, and is widely believed to be practically meaningless in driving loyalty.
In order to help senior executives shape the measurements their organization conducts, they can do some, or all, of the following activities:
- Answer the question: is our organization measuring specific customer reactions to our brand and how we deliver it? Very few companies measure specific brand reactions in customer satisfaction surveys. Most companies measure for intellectual judgments that do not drive loyalty.
- Answer the question: how can we best measure to determine the degree of brand engagement among our customers? (Brand-engaged customers are loyal customers.)
- Visit departments that gather data about the organization. Carry a checklist of brand promises, emotions, and values to check if specific reactions to the brand are being measured.
- Ask to see the data, and carefully consider it. Let surveyors in the organization know you are serious about the importance of measuring customer reactions to the brand