Marketing Research. Translating Research to Action. Agenda. About Gelb Brand Management Experience Management Conclusion. About gelb. An Overview. Gelb helps organizations maximize their potential. Our collaborative and information-driven approach forms clarity of purpose for action.
Translating Research to Action
Gelb helps organizations maximize their potential.
Our collaborative and information-driven approach forms clarity of purpose for action.
High performance brands engender a sense of trust.
Our brand development process builds upon the ways key audiences evaluate, differentiate, and experience brands.
Bringing new products takes planning and anticipating competitive response.
Our team identifies the right segments, pricing/feature combinations, and approach to successfully launch new products.
Marketing management decisions require foresight.
Our planning process assesses business strengths and market opportunities.
An exceptional experience creates customer loyalty and advocacy.
We are pioneers in the area of experience mapping, a disciplined process aimed at orienting staff toward ideal service standards.
Innovation is not accidental.
Armed with four international benchmarking studies, our consultants define and implement processes for sustainable innovation.
Your brand is an asset, so protect it.
Our team of expert witnesses stand ready to support your efforts in litigation of brand, trade dress and trademark issues.
Collaborative: We ensure your team understands what we do, what we learn, and how to take action
Insight-based: Each organization is different – particularly your capabilities and your customers’ expectations – so we use the “voice of the customer” to help guide your decision making
Proven: Global organizations have successfully used this approach and have embraced it as their means to organize service improvement and marketing efforts
Leverageable: We strive to help our clients learn this process so it can be used repeatedly; we don’t use “black-box” processes
Respected: Our work is recognized in publications, awards and presentations by the AMA and BMA
A high performance brand is a trusted brand, one that customers will recommend to others
Therefore, a comprehensive, information-based framework is necessary to understand how customers make choices, how they distinguish one brand from another, and how they evaluate delivery of the brand’s promise.
The quality of the experience delivered by the organization; how well the brand lives up to its promise
The criteria used by decision makers to establish the considered set
The attributes used to distinguish one product/services company from another
Familiarity is required for consumers to recognize and choose brands
A trusted brand consistently delivers superior value compared to competing brands
Brand Equity = Familiarity X Trust
Low performanceLeveraging Brand Trust Elements
Communication with customer
Friendliness of staff
Offers latest technology
Consistently delivers on its promises
Senior management was faced with an opportunity to tap into a rapidly growing market. As a brand with strength in local, national, and international markets, it was important to redefine a brand strategy that met the demands of a changing marketplace. Using Gelb Consulting’s brand research approach, marketers examined the ways in which the brand consistently delivered customer value in a differentiated way. Focus group interviews and online surveys of consumers and referring physicians were used to understand current perceptions of the hospital brands vis-à-vis the competition. To formulate the new brand strategy, the highly leverageable attributes were identified. The marketing team and branding firm were able to use these elements to develop a branding strategy to craft a brand promise and value proposition. This research was also used to develop a messaging strategy and an advertising campaign to reposition the brand.
An international cancer center engaged Gelb Consulting to highlight its new children’s hospital. Their combined medical research and patient care focus was unique in the marketplace, but parents were not aware of the services offered by this institution. It was therefore important to establish a distinct brand for this service line/hospital. Marketing management engaged Gelb Consulting to help them define the customer value, competitive difference and experience provided by the program. The result of this research was a refined brand focused solely on the children’s hospital, aligned with overall marketing efforts. In addition to this work, Gelb assessed the appeal of their newly developed logo. The result was a visual identity that remained consistent with the brand and increased consumer preference.
To increase customer volume…
You need customers and influencers who become advocates…
Because they are enthusiastic about an exceptional experience
A touchpoint is the interaction between an organization and its customers; this is how customers recognize the promise of the organizations’ brand. Like a door enables one to access a room or building, a touchpoint enables customers to access an organization.
Touchpoints include: written communications, personal interactions, websites, physical environments, telephone conversations
Experience mapping enables us to rate the most important touchpoints at each step of the process as being of high, moderate, or low performance
Evaluation and selection of healthcare provider
Financial and medical paperwork
Finding the right area
Post treatment recovery
Treatment follow-up appointments
Communication with referring physician
Call-backs for assistance
Additional lab and diagnostic testing
“What is the current experience?”
“How can we make this experience exceptional?”
“How do we deliver a consistent experience?”
“Are we meeting expectations?”
Referring physician interviews
Operations/ business processes review
Operational performance improvement
Experience creation workshop
Day in the Life
Ideal experience map
Touchpoint performance dashboard
Organizational excellence dashboard
Interactions are categorized using the experience map
Each step/touchpoint has experience stewards who are responsible for delivery
With an experience map, every steward can see the relationship of their actions to the rest of the journey
Customers provide feedback as part of their experience
Results are tabulated in Gelb’s system in real-time
Reports are accessed via Gelb’s secure portal
Our approach asks for participation in context of the experience, rather than waiting for an arbitrary date. We accommodate any interviewing mode.
As soon as results are entered, they are tabulated. “At-risk” responses are escalated immediately via email.
Administrators can access the results from anywhere and, depending on access, view all results.
You are viewing “General Satisfaction” survey responses for March 2008
You are viewing the “Report Card” for Q1-2006
Percentage Completely/Mostly Satisfied
You are viewing the “Report Card” for Q1-2006
Percentage Completely/Mostly Satisfied
You are viewing “Response Rates” for Q1-2006
At Risk Customers
You are viewing “At Risk” customers for Q1-2006
At Risk customer detail view
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What was the worst part of your experience?
My interaction with your sales rep was unprofessional. Your sales staff should really learn to develop their people skills.
You indicated that [company name] performed below average. What specific actions can we take to improve your satisfaction?
Maybe you could hold training on how to interact with customers.
Request a Call
You are viewing “Request A Call” customers for Q1-2006
One of the country’s largest professional employer organizations hired Gelb Consulting to assess the demand for a customized suite of services for a new market segment. Our consultants helped them determine the “ideal customer experience.” Our process included an online survey to optimize a set of key benefits and price points. This information was then translated into a new marketing strategy for this segment. As a result of this effort, the organization now offers on-site human resources management to large clients.
An international cancer center engaged Gelb Consulting to define the ideal patient experience for a new clinical facility. The goal was to ensure high patient satisfaction by creating a patient-focused clinic experience. Through the use of Experience Mapping, administrators and marketers were able to identify and prioritize high importance patient needs. Working with the clinical and marketing teams, we determined how the clinic could meet patient expectations at each stage of their experience.
Gelb Consulting Group, Inc.
1011 Highway 6 South, Suite 120
Houston, TX 77077