Presentation to RIM: Metrics for Success

Tom Darlington @darlo_tIPA Excellence Diploma Unit 4 Brands and Measurement

Overview

Challenges faced by RIM in 2012 and beyond

Metrics to measure success in the future

Summary

Appendix

Competition winning on share of 3rd party innovation – a key driver of consumer demand

Falling consumer demand creates additional pressure from business partners

Reputation of RIM’s data network has been called into question in 2011

These issues have resulted in a 70% reduction in share price, whilst competition are performing strongly

Challenge is about re-igniting innovation and creating momentum for the brand across 3 key segments

1. Internal / Employees

Rebuild Morale

Re-establish innovation culture

2. Third Part Stakeholders

Rebuild advocacy

Encourage collaboration

3. End users

Build desire vs. competition

Customer service and reliability

INTERNAL METRICS

THIRD PARTY METRICS

Retail recommendation

END USER METRICS

B2C Sales

Consumer Buzz

Thompson’s Metric of Metrics – Are we moving in the right direction?

RIM Apple0

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Score

Score

Source: Simon Thompson (Honda/Last Minute)

Metrics are intended to rebuild RIM from the inside out

Internal Metrics1. Flow State Percentage

2. “Box 3” Resource3. Employee Positivity

3rd Party Metrics1. Angry Birds Lag

2. Retail Recommendation

End User Metrics1. B2C Sales

2. Relative Perceived Quality 3. Consumer Buzz

4. Consumer Satisfaction5. Thompson’s Metric of Metrics