They change based on recent experiences online or offline, with competitors or with unrelated companies. Frequent testing is a necessary business process. Notes that there are three points of view for metrics that are all equally important. Second is to ask users about it. Third is to observe users using your product.
Customer experience is the actual thread that translates brand promise into brand equity.
Brand equity is where the value lies for brands. They analyze data to find user challenges, solve them, and are compensated for actual improvement. SSI is a composite metric that can be created and tracked. Components of an SSI will vary per organization based upon discrete activities of customers. He is a very intelligent and insightful individual yet his presentation came across as modest and completely accessible.