Brand Evangelists Index

Brand Evangelists are your customers who are so happy with your service that not only they use it over and over again, but more importantly recommend it to everyone. Sounds great, doesn't it? Now where do we get ourselves a few of these?

Being good at what you are doing, and constantly trying your best to deliver excellent product or service will not just create a crowd of satisfied customers, but  in effect will promote your business better than any advertisement and make your marketing budgets stretch further.

Brand Evangelists Index (BEI) measures the satisfaction of your customers with your product or marketing campaign, and in effect their likelihood to be a Brand Evangelist.

Avinash Kushik, a web analyst who came up with the concept of BEI, believes "that every business should try to be great. Every interaction should aim to create delight. It won't always be the case, but its what we should shoot for. And its what we should measure and reward."

I think it is such a simple and truly amazing business statement. And here's a case study Avinash presents in order to explain BEI.

1. The data in question was survey data. This one was specifically about a day long conference / training / marketing event for current and prospective customers.

On a five point scale for each Presenter the Attendees were asked to rate "how satisfied were you with the presentation and content".

2. This sort of data would often be analysed using a formula to calculate the average of the last three columns (satisfied through extremely satisfied).

[caption id="attachment_20197" align="aligncenter" width="476" caption="Average satisfaction calculated"][/caption]

This sort of analysis however doesn't penalise poor performers and makes no difference in evaluating those who excelled expectations. If converted to percentage values, they all rate way above 75% which in human perception is quiet great actually. Jonny, Chris and Apple did a superb job, Will and Brian are right there almost at the top, with Guy not far behind.

3. The problem with the analysis above is that it doesn't give valuable insights that the raw data provides. For example, it is obvious Chris did much better than the rest of the speakers, but how to put a number to it and present to the marketing team for effective decision making?

BEI is the proposed solution, and the formula used is as follows: { [ (Very Sat + Ext Sat) - (Not Sat + Not At All Sat) ] / # Responses } *100.

[caption id="attachment_20198" align="aligncenter" width="476" caption="Brand Evangelists Index"][/caption]

Suddenly the picture has changed completely, and we have Chris as a clear winner, followed by Will! Jonny and Brian get the same score, and together with Apple could definitely improve their performance in order to create Brand Evangelists. And Guy probably won't be speaking at that seminar again (unless he had a particularly bad day!)

In conclusion, the BEI measurement emphasizes a desire to create "delight", and should guide marketeers towards creating great products and campaigns.

(From Kaushik.net)