Webinar: How to Strengthen the Customer Experience through Brand Research and Testing Lisa Bertelsen, Partner at Chatter Inc. Alfonso de la Nuez, Co-Founder and Co-CEO at UserZoom #uzwebinar
Speakers: Lisa Bertelsen Alfonso de la Nuez Partner Co-Founder and Co-CEO Chatter Inc. UserZoom
Quick Housekeeping • Chat box is available if you have any questions • There will be time for Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #uzwebinar www.userzoom.com
About UserZoom UserZoom offers an all-in-one, multi channel and agile approach to managing digital Customer Experiences by enabling brands to cost- effectively plan, research, design, and measure CX and UX on a unified software platform. UX Consultants since ’01, SaaS since ‘09 In Sunnyvale (CA) Manchester (UK), Munich Product Suite: (DE) and Barcelona (Spain) Unmoderated Remote Usability Testing Web and Mobile Voice of Customer 90% renewal rate, 50% revenue growth rate Remote Mobile Usability Testing Online Surveys (web & mobile) Online Card Sorting Tree Testing Screenshot Click Testing Screenshot Timeout Testing (5-sec test) www.userzoom.com
About UserZoom Unique, innovative & holistic approach to online CXM Lis Li ten t Rese s arc Measur u e r h Test t & Act
About Chatter Chatter is an independent, full-service market research consultancy Founded in 2002 Offices in Los Angeles, San Francisco, and New York We’re business people and brand experts first. Our team is comprised of senior-level consultants who come from brand strategy, advertising, and brand management (Prophet, Deutsch, Siegel+Gale, Hal Riney, Activision) –disciplines that inform an actionable, big-picture point of view. Because of this, we use research as a means to an end, not the end itself. Strategic insight is the name of our game. Chatter has a relentless focus on building strong brands. We deliver recommendations that get to the heart of the issue and are designed to drive businesses forward. www.userzoom.com
Agenda • The link between brand and customer experience (5 min) • Five types of brand research (35 min) 1. Brand architecture 2. Brand personality 3. Concept & ad testing 4. Name 5. Brand Experience • UserZoom Capabilities for Marketing Research (5 min) • Q&A (10 min) www.userzoom.com
Introduction to Brand Strategy
“The brand strategy offers guidance on how to implement and abide by the vision set by the brand; the customer experience strategy dictates what the experience of the brand should be for customers and how to achieve it.” Cory Munchbach, The Convergence Of Brand, Customer Experience, And Marketing
The link between brand and customer experience
Customer experience: moving beyond UX • UX is just one facet of the customer experience Brand Experience • Brand is another, and it is more expansive Customer Experience (CX) User • But there is a lot of crossover between the two Experience (UX) • Today we’re going to look at ways to evaluate the customer experience through the lens of brand research. In doing so, I’ll compare and contrast, showing how they are similar and different “To my mind, a great brand story cannot exist without an excellent user experience.” Posting from QRCA discussion on LinkedIn, December 2013
The brand is the customer experience • When we test a user experience, discussions often center on websites or devices and whether people can complete tasks. We also talk about the customer journey, which is a much larger, more comprehensive experience that moves beyond devices and technology • When we evaluate a brand, we talk about touchpoints, which are different manifestations of the customer experience. These include UX, but there are many other kinds of touchpoints. Brand research focuses on al touchpoints people come in contact with when interacting with the company • Brand research also looks beyond customers, to a company’s employees, partners and influential 3rd parties (e.g., analysts, the press) • From the individual’s point of view, this flow or journey is simply one overarching experience • The customer experience delivers the brand to consumers
In the world of brand, how and what do you test?
Wel , we can test a lot of things. Today, we’l look at types of brand research that have a lot in common 5
with traditional CX.
Brand research examples 1 Brand architecture How wel do people understand what you sell? 2 Brand personality What are you saying and how are you saying it? Brand research examples 3 Concept & ad testing Are your products compel ing and do your ads have impact?
Name 4 Is your name distinct and does it prompt consideration? 5 Brand experience Do your employees understand your brand and do they deliver on your brand promise? And, what is the quality of the experience that they deliver?
What is brand architecture and what does it do? • Brand architecture is not the company’s org chart • It clarifies the relationships between your various businesses, products, and services • Brand architecture contributes to the customer experience by: – Helping customers navigate your product / service offering – Al owing you to demonstrate the breadth and depth of your impact – Creating an emotional connection between your customers and your organization Virtualization Retail Business Intelligence
Evaluation criteria for brand architecture is complex & varied Alignment • Does your portfolio reflect and reinforce your corporate, brand The optimization of individual and business strategy? brands with the corporate • Do your brands invite the customer relationships you want? strategy • Is there a clear relationship between your brands? • Are your branding practices cost-efficient? Operations • Will brand change create unacceptable cultural disharmony? The human and organizational • Do legal or regulatory obstacles stand in the way of change? barriers to change • Are your current operations and technology able to accommodate brand integration? • Are you getting your money’s worth from current brand Financial Investment investments? How much change wil cost • and what return should be Can you afford to move to an ideal scenario? expected • What return should you expect from different models? Loyalty • How well do customers understand what you sell? How the marketplace feels and • Do they understand the relationship between various businesses, what they understand about products and services? the current brands; how they • How loyal are customers to your brands? are likely to react to change • What are the risks and rewards of change? • Can you learn from competitors or peers?
Questions we ask when researching brand architecture • How do decision-makers select products and services? What is their criteria? • Who or what do they turn to in order to help them make the buying decision? • How important is the brand? What implications does this have for the brand portfolio (e.g., Masterbrand vs. House of Brands strategy)? • Do product definitions make sense? (e.g., by company size, by features, etc.) • Do branded product names cause confusion? • Which products are high-end? Mass market? “COMPANY X has got For companies my size? to stop renaming brands! There’s no • What is each product’s price elasticity? logical reason behind it. It’s absolutely ludicrous that in last two years they have renamed nearly 400 products.” -US Analyst, describing a Fortune 100 IT company
How do we test? • Brand architecture can be tested in numerous ways. Typically, it begins with an overarching question: Who is my audience and how does that audience differ across my product/service portfolio? • This is precisely the kind of question that CX practitioners are interested in • Then, brand researchers measure the brand equity of each product (or company, in the case of a merger/acquisition). Included here is brand valuation (the future profitability of a brand) • We also explore different scenarios for product optimization or rationalization 1:1 interviews and groups Card sorts (online and offline) Surveys
Brand Personality & Messaging
Brand personality is… • The distinctive tone, manner and style in which you communicate • Your brand personality is defined by a set of brand attributes which shape how you look, feel and sound—blending language, design and content • A brand’s personality is most captured in messaging – It is the outward expression of who you are. The goal is to capture the right language and tone that embodies your brand and differentiates you from your competitors
Where does the brand personality come to life? • The brand personality manifests itself across all touchpoints, and is used by all company stakeholders: employees, PR specialists, distributors, agency partners, etc. – Examples: advertising, press releases, newsletters, emails, website content and employee communications, among others • Authenticity comes from employing the right modulation of your voice in all of your communications, both internal and external • The more consistently you use your voice, the more clearly you establish what it means to be you
A brand personality comparison British Airways Virgin Atlantic British Airways is a full service global Hello gorgeous! airline, offering year-round low fares with an extensive global route network flying to and from centrally-located airports.
How do we test messaging? • Testing is typical y done on an online platform, using interactive text-markup and heat mapping • The testing criteria typical y revolves around relevance, believability, distinctiveness, clarity and conversion. And, as with CX, we look to use cases to inform messaging
Using research, we can answer questions such as… • How receptive are people to your offering? C S X i
m r • Is your message and positioning clear? e i s la e r a
• Is your messaging and positioning credible? r to c h
• Is your advertising relevant and compelling?
n a h rc • How elastic is the brand? t th a n se re • Do you have “permission” to sell particular products or services? re X iffe C D
Sample findings: brand messaging research for a retailer Perceived differentiators: Amplify • The trade-in policy and the 5% store card discount represent the biggest opportunity for differentiating the company. Continue to extend and lead with messages on this theme. Continue to build upon supporting strengths of the offering: • Free tech support • Installation and delivery • Recycling (combined with trade-in) • Extended service plans Perceived weaknesses: Address or downplay • Dedicated, knowledgeable employees • The company lacks credibility when making this claim. Customers automatically assume that they’re interchangeable with team members in other departments and lack product knowledge.
Sample findings: brand messaging research for a retailer When communicating with this customer segment, remember: ! • Describing electronics as a way to enable experiences (e.g., sharing with family and friends) creates a strong, powerful emotion and reminds respondents why they buy electronics in the first place • Peace of mind, confidence and comfort are key emotional needs. They convey the sense that the company is a trusted and reliable advocate. But there are messages on this theme that should be avoided: o Explicit talk about the confusion surrounding electronics can be perceived as condescending—and can create negative imagery . o References to ‘dedicated’ or ‘specially-trained’ team members and ‘focused range of products’ are met with skepticism. Be careful not to overpromise.
Concept & Ad Testing
Concept and ad testing are where positioning, messaging & brand personality all come together Definitions • Brand positioning – The underlying foundation or principle that supports your company and everything you do. It distinguishes you from your competition and attempts to sel the benefits of your product or service • Brand messaging – As we said before, messaging is about capturing the language and tone that embodies your brand and differentiates you from your competitors
What do we test? • Decision drivers—both rational and emotional • Resonance of needs and use cases • Messaging and product/service concepts • Are you different? • Is your product relevant? Is it impactful? Are you delivering the right combination of features? • Are you persuasive? Is the offer believable, coming from you? 1:1 interviews or groups • Do you have permission to sell? How much brand stretch? • Is the value proposition focused and clear?
Q1 2012: Over 1,752,424 active name registrations in the U.S. alone 34
A company or product name is the most visible manifestation of the brand experience …and is a topic that CX rarely addresses “We’re moving way beyond YouSendIt… For me, the opportunity for HighTail gives us an empty vessel to fill with all kinds of meaning about how we want to interact with our end users...how we want to be known as a brand.”
Why test a name? • To determine whether a name accomplishes its purpose: o Distinctiveness o Consideration • To understand how a name affects perception: o How does it contribute value to the brand? o What is the brand personality that the name helps to create? o Does the name help the brand stretch? • To mitigate risk (e.g. perform a disaster check) • To help inform the rationale for a name decision and overcome factors that can sway decision-making:
Biases, internal politics, idiosyncrasies
What and how do we test? • Associations o Thoughts, feelings and imagery that people tie to words • Dimensionality
Greater dimensionality is a key indicator of a name’s ability to be memorable and engage consumers at an emotional level • Flexibility
The more flexible a name is, the easier it is to adapt to different product line extensions or price tiers. • Value contribution
How wel the name contributes value to the concept, category or brand
What and how do we test? • Emotional engagement o How a name makes us feel • Pronounceability
How can you remember (or recommend) a product if you can’t say it? • Auditory resonance
How a name sounds and whether the name matches people’s perception of the product or category • Brand stretch
Price tiers, need states, different product categories 1:1 interviews Surveys
How do we gauge the brand experience? We begin with the customer experience • Our focus is on the brand experience that employees deliver • Again, we use the same techniques as traditional CX
But unlike CX, we also look at internal brand alignment • In other words, are the company’s employees aligned behind its purpose? Purpose is the essential reason for which the company exists. Purpose answers the question: “Why do we do what we do?” • Employees are the face of the brand. The experience delights or disappoints, based on their beliefs, behavior and commitment
How do we test brand alignment? What do employees know and believe about your brand? What do we stand for? Is our company purpose… 1:1 interviews and groups o 1) Unifying 4) Credible 7) Clear o 2) Compelling5) Actionable o 3) Motivating 6) Simple Surveys
We started by talking about brand experience and customer experience Brand Experience Customer Experience (CX) User Experience (UX)
We looked at 5 types of brand research Brand research examples 1 Brand architecture 2 Brand personality 3 Concept & ad testing Product & company names 4 5 Brand experience
We showed how we test brands, and the similarities Brand research examples between brand and CX research methods 1 Card sorts brand architecture / names 5 One-on-one and group interviews, surveys brand experience / internal alignment / names / architecture 2 Use cases messaging 6 Online text mark-up and online CX tools messaging, brand experience 3 Mystery shopping/ shop alongs brand experience 7 Communications audits (website, mobile, print) messaging, brand experience 4 Ethnography brand experience 8 Customer journey mapping brand experience
Capabilities for Marketing Research Online Surveys Understand your customers’ attitude, feelings, concerns and satisfaction levels Conduct persona research www.userzoom.com
Capabilities for Marketing Research Timeout Testing Find out whether customers understand what you offer Find out what customers remember about your offering or company prior to leaving www.userzoom.com
Capabilities for Marketing Research Card Sorting Test brand architecture Test whether your site is clearly organized www.userzoom.com
Capabilities for Marketing Research Video Question Customer Feedback: Get videos of customers talking about their experience after using a website Ethnographic Research: Ask participants to record how/when/where they use your product/website in their real life. Mystery Shopping www.userzoom.com
Thank you Lisa Bertelsen Alfonso de la Nuez Email: firstname.lastname@example.org email@example.com Website: www.chatterinc.com www.userzoom.com Follow us on Twitter @userzoom