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| eBenchmarkers' methodology |
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Our methodology is based on the comparative evaluation
of prices, costs, processes and customer reaction from within peer
groups of companies sharing key characteristics and similar market
spaces. Each peer group member undertakes to supply key performance
data to us for evaluation, and who receive anonimised analysis in
return, via written reports and presentations.
We work with these peer groups to develop a dataset of information
which, taken in the round, will explode the key drivers of performance.
Typically the data-set will embrace:
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Path to Purchase; visits and sources
of visit to key
pages in the website, tracking the movement of customers through
product pages, quotation engines, online applications, through
to completion of visit or sale |
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Activity; customer service visits (such
as transacting within a secure online bank), tracking customer
stickiness, visit frequency and levels of functionality take-up |
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Quality of Service; the responsiveness
of the site and particularly key pages within the sales and
servicing areas; levels of service availability and the responsiveness
of human help; key functionality failure rates, e.g. log-in
failures, transaction failures, etc |
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Deployment; marketing and advertising
costs; site maintenance, development and capex; customer service
costs and channel headcount |
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Marketing; analysing lead generation, conversion
and cost effectiveness of the different marketing strategies deployed
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The data is supplied from each participant
to a common deadline. We then produce two levels of analysis: the
first, an initial written report is circulated within four weeks of
the data deadline; the second, a facilitated workshop, is a more considered
review of the key performance challenges for each participant, usually
held at the client's premises with senior managers.
The data is displayed using rankings tables, highlighting each participant
only to themselves, and ranking from 1st place [i.e. best] per key
performance indicator, to last. The see-at-a-glance format enables
immediate internalisation of market positioning against over 250 key
performance indicators. In addition, we draw correlations between
the KPIs to illustrate key drivers and point toward vital change issues
for each client.
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