REPORT

What would you learn if you sent out customers to experience every touchpoint of your brand? In this CMO Council study, consumers were sent out to do just that...from brand-owned and controlled channels to channel partners, local points of sale, advertising and even sponsored events. What was assessed was the clarity and consistency of message, brand and vision. Brands thought to be most valued and visible faltered in delivering messages and experiences that held true to their own stated vision and values. Yet other brands, holding true to the very fabric and essence of their brand, held true across a multitude experiences. The final result is a comprehensive audit of individual channels of content delivers, along with an overall ranking that aggregates all touch points to create one final score that assesses the totality of the customer experience.