Published on March 11, 2014
WPA’s experience with utility companies is unparalleled. WPA has worked for utilities companies throughout the United States to improve customer relations and achieve specific objectives and has helped to develop and evaluate communications and marketing campaigns to improve the image of the industry as a whole!
Kansas City Power and Light (KCP&L) For the past five years, WPA has been the principal provider of customer opinion and communications research to KCP&L. In this time, WPA has conducted more than 2,000 survey research interviews and a number of focus group sessions each year for KCP&L. WPA’s research efforts for KCP&L have included: Quarterly customer satisfaction surveillance surveys, rate case positioning and messaging research, merger and acquisition messaging research, advertising development and effectiveness research, and employee research.
Message Mapping™ is the optimal tool to determine exactly what to say in communications. Message Mapping™ Effectiveness •Using a scientific “treatment effects” design we can determine exactly how effective each message is at changing consumers’ minds. •This effectiveness measurement is shown on the “x” or horizontal axis. •The more effective a message, the further to the right it appears. Stickiness •Our message “stickiness” analysis tells us which messages will be the most memorable to consumers. •The “stickier” a message is the more likely it is to break through the clutter and reach consumers. •The “stickiness“ measure is shown on the “y” or vertical axis. The “stickier” a message is the higher it appears on the graph. Believability •The final measurement on our message maps is how believable a message is to an audience. •Messages that fail the belief test won’t work regardless of how well they score on other measures and they could even backfire on a organization. •Believability is shown by bubble size. The more believable a message, the larger its bubble.
Messages are represented on bubble charts, providing an easy to use “map” for further action. Bubbles located farthest from the point of origin (the area shaded green) are the best messages in terms of effectiveness and stickiness. In the Message Map to the right, Messages 8, 3, 6 and 4 are the best messages, balancing effectiveness and stickiness. Message 7 is very memorable, but not effective. Message 2 is neither memorable nor effective. WPA doesn’t just give you the best messages, we also detail which messages work best with each type of voter to makes sure that media dollars have the largest possible impact
Customer Satisfaction SatMap™ The SatMap™ analysis tool shows how well a company is performing on various attributes in relation to their importance to the customer. WPA uses explicit measures of performance, but implicit measures of importance by correlating performance with a customers overall satisfaction with a product or service. When an attribute is above the green line, the performance outweighs importance in that attribute. When an attribute is below the green line, the organization is underperforming in that attribute in comparison to its importance. Companies use this information to transfer resources dedicated to those attributes above the green line in order to improve the attributes below the green line.