Mark Squires

Watermelon is a Voice of the Customer company. We analyse millions of pieces of feedback every year, turning insight into action and strategic direction.

But we faced a challenge. Customer experience data only tells part of the story.

Long before someone becomes a customer, they’ve already formed opinions about a brand. Reputation, advertising, word of mouth and expectations all shape how a brand is perceived and experienced, with 81% of consumers say they need to trust a brand before they even consider making a purchase.

Our clients wanted to move beyond touchpoint-level metrics to understand the commercial reality of their customer experience: where they sit in the market, how they compare with competitors inside and outside their sector and which investments they need to make to drive growth.

To answer this, Watermelon developed the Canvas Index - a pioneering benchmarking study that brings together customer experience and brand perception to reveal what’s really driving brand performance.

In this session, Watermelon will share the thinking behind the Canvas Index, explain how it works and share some early insights from the first wave of results launched in January.