Benchmarking and measuring customer interactions against defined customer experience standards is imperative to ensure the brand health playbook is effective and results-oriented. Thus, organisations must establish clear metrics to measure success.
Ensuring your organization has a playbook for brand service standardization is vital in today’s fast-changing world.
Some guidelines for this are:
Customer satisfaction ratings
Franchisee satisfaction rating
Revenue achievements vs targets
Contribution to overall organizational growth and economic performance
Employee satisfaction ratings
Customer renewal and customer loyalty
After establishing the relevant metrics and measuring results against them, organisations can analyse the gaps and fracture points in their strategy or process, to fix problem areas and convert shortcomings to long term gains.
This may require overhauling:
Operational delivery mechanisms Investing in process or facility upgrade Rewards and loyalty offers
Brand health tradeoffs
Even with a well-executed brand health playbook, the risks to brand health remain.
And every new interaction that the brand makes with a customer is a moment of truth that must be measured and evaluated thereby strengthening or weakening the brand’s health.
The C-suite must be completely aligned on the evaluation of the brand's health and its implications on corporate goals.
Key decisions that need to be made are:
When do you let go of brands with low brand health?
Till what point do you continue investing in low health brands because they generate significant revenue
How do you manage risks associated with low health brands for long-term competitive advantage?
Every organisation needs to ascertain its tolerance for brand health tradeoffs based on its year on year commercial and growth projections. Whilst preserving brand health is crucial, decisions need to be made on when to persevere and when to exit.
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