Assessments of the monetary value of brands has long interested and motivated the management of firms, and their investors. From a business perspective, the financial value is a preferred measure of brand equity or return-on-investment in brands. But a brand is a marketing-driven and consumer-based entity, and hence one cannot detach the financial value of… Read More
Differences and Conflicts Between Metrics of Response to Customer Service Calls
First Call Resolution (FCR) is a key performance indicator for service call (contact) centres. The indicator pertains to success in achieving a resolution to a problem or an issue raised by a customer in his or her first call made to a contact centre. The metric of FCR success rate (%) usually concerns phone calls,… Read More
A Road Map to Customer Insights
In the crossroads of marketing research and customer research, a field of customer insights is flourishing. Instead of talking merely about research findings and conclusions, practitioners (managers and professionals) are developing and discussing customer insights. The term ‘insight’ does sound deeper and more clever, with potentially more ingenuine and farther-reaching meanings and implications. Especially when… Read More
Mapping Semantic and Visual Brand Associates
Brand associates are often conceived in verbal terms, as concrete descriptions and more abstract concepts; they may be captured by single words or longer phrases that express thoughts and emotions. But brands may be linked with visual images (pictures, drawings, photos) that capture the same brand ideas, sometimes even more efficiently than verbal expressions. The… Read More
In the Mood: Consumer Confidence
‘Consumer Confidence’ is a contentious construct, subject to multiple views and versions on how it should be measured. The predictive power of a Consumer Confidence Index (CCI), at the macro and micro levels, is also given to argument. Yet measures of consumer confidence are applied in economic discourse as a useful indication of ongoing consumers’… Read More
Consumer / Shopper / Customer Behaviour 