Digital Metrics

HTTP://EMAGINE-GROUP.
COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED

Sausfacuon & ulglLal MeLrlcs
Cuanufy Lhe Cnllne
HTTP://EMAGINE-GROUP.COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED
!"#$%& ( ) *+,#-."$ /01,20&1-3
CusLomer Sausfacuon Measured by Asklng
CSA1 ls noL Lhe same as awareness
and ls more closely relaLed Lo loyalLy
- loyalLy feeds awareness ln Lhe
behavloral lmpacL model
8rands have esLabllshed cusLomer
bases and Lhese cusLomers have
experlences wlLh Lhe producL/
servlce LhaL denes Lhelr percepuon
of Lhe brand
lor example, a ma[or auLomaker
measured CSA1 and brand purchase
lnLenL ndlng a one-Lo-one
connecuon beLween CSA1 and
repurchase lnLenuon
CusLomers who had problems wlLh a
parucular car brand were more
saused and had a hlgher
repurchase lnLenL Lhan Lhose who
dld noL have any problems aL all.
Why?
LxcellenL cusLomer servlce lf Lhere
was a problem wlLh Lhe new car
measurably changed percepuon
posluvely Loward Lhe brand
1herefore, cusLomer sausfacuon ls
Lhe golden" markeung meLrlc LhaL
brldges boLh loyalLy and brand
awareness - and can be used as a
leadlng lndlcaLor of fuLure sales
So how do we measure lL?
Cn a scale of 1 Lo 10, would you
recommend Lhls producL/servlce Lo
a frlend or colleague?
ln a cusLomer servlce envlronmenL,
only Lhe people who answer 9 or 10
mauer, everyone doesn'L
So here ls my quesuon Lo you -

WhaL producL or servlce would you
recommend Lo a frlend?
Would you recommend Lo a
frlend?" ls Lhe essenual quesuon Lo
dene saused cusLomers
8uL does LhaL mauer Lo us - how
many people would recommend us?
lred 8elchheld used Lhls quesuon Lo
dene anoLher essenual markeung
meLrlc known as -
1he neL romoLer Score
1he neL romoLer Score ls a beuer
meLrlc for cusLomer servlce because
lL ls more accuraLe
1o geL Lhe neL romoLer Score - we
subLracL Lhe average number of
deLracLors (score 0 - 6) from Lhe
number of promoLers (9 - 10).
1he dlerence ls one word ln Lhe
quesuon - recommend becomes
saused
Why ls Lhls a beuer meLrlc?
lor acuonable meLrlcs, lL ls beuer Lo
ask a few slmple quesuons LhaL
focus Lhe consumer's auenuon
1he ulumaLe for a markeLer ls when
your cusLomers are so exclLed abouL
your producLs/servlces LhaL Lhey
recommend Lo frlends or colleagues
CusLomer evangellsLs and fans
demonsLraLe Lhelr emouonal
connecuon Lo your brand, so Lhey
become Lhe markeung deparLmenL
- everywhere! 1helr passlon adds
auLhenuclLy!
A cusLomer's recommendauon ls
Lhe besL compllmenL your cusLomer
can ever glve your brand
8uL cusLomer sausfacuon ls a
double-edged sword - ask Lhls
quesuon lnsLead
WhaL producL/servlce would
you 3-# $"&-.."34 Lo a frlend?
1hls quesuon can ellclL a sLrong
response - slmple malnLenance
lssues, lncorrecL bllllng, and Lerrlble
cusLomer servlce
When people Lalk more abouL bad
experlences - cusLomer sausfacuon
decllnes decreaslng fuLure sales and
damaglng Lhe brand
We call Lhls meLrlc Lhe 5-64"3
.0$7"135 ."#$%& because lL llnks
brand and loyalLy ln Lhe behavloral
lmpacL model
8%5%#06 !"#$%&,
Measurlng Cnllne Success
1here seem Lo be a loL of quallLauve
beneLs llke:

LoyalLy
1rusL
asslon
lnLeracuon
8rand Awareness
8uL you've probably been Lold..

1haL sLu ls hard Lo measure"
lL ls easy Lo measure, [usL noL wlLh Lhe
convenuonal meLrlcs ..

8ecause lL aecLs more of your
organlzauons aurlbuLes Lhan [usL
boasung sales
!"#$%& 9: ) /#$"35#; -2 <-%&"
SLrengLh of volce (SCv) measures Lhe
brand awareness and repuLauon onllne.
lL ls a hlsLorlcal analysls of how many
people have been Lalklng abouL your
brand.
/#$"35#; -2 <-%&"

# of Conversauons menuonlng your brand
1oLal # of lndusLry Conversauons
WlLh Lhe SCv meLrlc, we are looklng aL
Lhe age posluve, age negauve and
age neuLral Lo deLermlne Lhe
,"31."3# =06+".
/#$"35#; -2 <-%&" 9>

# of brand menuons by lnuencers and vocal cusLomers
1oLal # of relevanL menuons
!"#$%&, > ) ? ) !0$7"135 @A"&1="3",,
8each, LngagemenL, Lead Cenerauon & CosL/8eneL
1hls equauon ls a more focused
approach Lo undersLandlng who
lnuences your brand repuLauon and
whlch dlrecuon Lhe Lrend ls movlng.
We have 4 meLrlcs LhaL are used for
measurlng Lhe eecuveness of our
onllne markeung programs.
/-&%06 B"0&; ls Lhe LoLal # of followers
across all soclal plauorms.
Soclal reach ls lmporLanL because we
need Lo undersLand how many people
Lo we Louch wlLh our brand messages
Soclal reach ls also used Lo calculaLe Lhe
value of Lhe each follower Lo Lhe brand.
<06+" -2 C03DC-66-E"$

Soclal 8each
1oLal Cnllne Markeung Spend
@3505"."3#

# Llkes + # of Shares + # 8eLweeLs + # CommenLs
# of publlshed posLs or pleces of conLenL
LngagemenL can be calculaLed:

8y Campalgn
er Speclc Soclal lauorm
er Speclc osL
F3G+"3&"$ @3505"."3#

1oLal number of lnuencers Aware of 8rand
1oLal # of lndusLry lnuencers
*-,#DH"3"I# J306K,%,

8Cl of ulglLal Medla Campalgns
8Cl of 1radluonal Markeung Campalgns
L"04 M"3"$01-3 @A"&1="3",,

# of new leads from soclal channels
# of LoLal leads
L"04 M"3"$01-3 @A"&1="3",, 9>

# of new leads generaLed or lnuenced by soclal
channels
# of LoLal leads
1hls ls only Lhe beglnnlng of Lhe [ourney
when lL comes Lo dlglLal meLrlcs.

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HTTP://EMAGINE-GROUP.

COM BRAND FOCUSED, SOCIALLY ACTIVE, DIGITALLY ENABLED

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