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Scorecard Methodology
* Scorecard criteria
* Scorecard categories
DeluxeURL Scorecards measure the quality of e-commerce offerings, with a predominant focus on the Internet channel and a secondary focus on auxiliary channels and measures. Scorecards rank all firms in an industry that meet minimum standards of service (typically in terms of depth and breadth of product and national availability). A standard methodology applies to all Scorecards�. DeluxeURL makes Scorecard results available for free at DeluxeURL.com and elsewhere on the Internet in partnership with other Web properties.

DeluxeURL's stringent and objective process serves as the foundation for providing professionals and consumers with the e-commerce decision support required to achieve corporate and individual objectives.

The algorithmic and data-driven process ensures that all Scorecards produce objective, consistent, and reproducible results, thus providing deep insight into the competitive landscape. As a result of this stringent and objective process, DeluxeURL provides industry professionals -- at the senior management level and throughout an entire organization -- with actionable data, tools, and analysis. These resources are available via the DeluxeURLPro research subscription.

Scorecard rankings comprise a set of 150 or more criteria points for which DeluxeURL collects data. The data collection process typically requires visiting hundreds of sites in each market segment each quarter, opening accounts, transacting, contacting customer service, and monitoring performance of these sites every few minutes of every day.

The following illustrates more specifically DeluxeURL�s objective Scorecard methodology:

Figure 1: Review of criteria and data


Figure 2: Review of criteria and weights

• DeluxeURL develops a specific set of metrics that converts criteria data to binary scores (0 or 1). Figure 1 illustrates the process of converting raw data into binary scores.
• Each one of these criteria is either satisfied or not, according to specific metrics. For example, a site either offers Saturday telephone customer service or it does not. In this way, DeluxeURL is able to maintain objectivity across firms and creating objective "apples-to-apples" Scorecard rankings.
• To arrive at customer profile rankings (e.g., "Serious Shopper") and category rankings (e.g., "Ease of Use") DeluxeURL weights each criterion according to its importance to a given customer profile or category ranking. (For illustrative purposes, only customer profile weighting examples appear in Figure 2, though the same process applies to category weighting.)
• Each DeluxeURL Scorecard is updated periodically and a high-level snapshot is published at DeluxeURL.com.

Raw data for each criterion is collected for each firm and comes in several forms: Yes or No, multiple choice selection, numeric (e.g. -- %, time, $), or free-form textual answers. DeluxeURL experts employ a variety of data collection methods, including:

• Thorough, direct examination of a site.
• Performance monitoring of secure and non-secure pages.
• Pricing transactions.
• Mock transactions or account opening.
• Customer service interaction over the telephone and through the Internet.
• Supplemental questionnaire filled out by each firm.

Examples of specific criteria for a historical Internet Auto Buying Scorecard� include:


Scorecard Criteria -- a more in-depth look
The DeluxeURL criteria are used to determine which of the potential firms in an industry meet the minimum requirements for inclusion in a Scorecard, as well as used to then rank the firms meeting these requirements. The megabytes of raw data collected insure that DeluxeURL can find and identify trends and distinguish leaders from laggards.

To create the criteria, DeluxeURL reviews all of the features and services that are delivered online (and to some degree offline) across an industry. All criteria evaluated by the Scorecard are technically and economically feasible, as well as permissible from a regulatory perspective. Thus, a 10 in the Scorecard represents an attainable set of resources that comprise best of breed in depth and breadth of functionality and service on a site. Due to a Scorecard�s evolving standards, a score of 10 in a current quarter�s Scorecard represents a higher overall quality than a 10 in earlier Scorecards.

Each quarter, consumer research, customer feedback, and DeluxeURL research are used to modify the criteria. In this way the criteria stay pertinent to real consumers and provide an objective method for evaluating industry titans versus young start-ups in the same Scorecard.

The data collection process requires visiting hundreds of sites in each market segment each quarter, opening accounts, transacting, contacting customer service, and monitoring performance of these sites every few minutes of every day.

Scorecard Categories -- a more in-depth look
When developing category rankings, DeluxeURL rolls each criterion up into one of five categories, weighting individual criteria according to its importance to the category and the customer profile. These categories are: Ease Of Use, Customer Confidence, On-Site Resources, Relationship Services, and Overall Cost. The following is a brief description of the five categories. The five categories are customized as necessary to most effectively capture the elements of quality for each specific Scorecard. For certain Scorecards, the Cost category may not be applied due to the industry�s barriers to capture cost elements in an objective and meaningful manner.

Customer Profiles are developed and customized for each specific Scorecard, based on DeluxeURL research and analysis, to most effectively capture the elements of quality. Due to the number of customer profiles, they are not included here.

The DeluxeURL Scorecard categories are:
1. Ease of Use: The Web site of a top firm in this category boasts a consistent and intuitive layout with tightly integrated content and functionality, useful demos and extensive online help. Roughly 30 to 50 criteria points are assessed, including:

• Demonstrations of functionality.
• Simplicity of account opening and transaction process.
• Consistency of design and navigation.
• Adherence to proper user interaction principles.
• Integration of data providing efficient access to information commonly accessed by consumers.

2. Customer Confidence: The leaders in this category operate highly reliable Web sites, maintain knowledgeable and accessible customer service organizations, and provide quality and security guarantees. Roughly 30 to 50 criteria points are assessed, including:

• Availability, depth, and breadth of customer service options, including phone, e-mail, and branch locations.
• Ability to accurately and readily resolve a battery of telephone calls and e-mails sent to customer service, covering simple technical and industry-specific questions.
• Privacy policies, service guarantees, fees, and explanations of fees.
• Each ranked Web site is monitored every five minutes, seven days a week, 24 hours a day for speed and reliability of both public and secure (if available) areas.
• Financial strength, technological capabilities and independence, years in business, years online, and membership organizations.

3. On-Site Resources: The top firms in this category not only bring a wide range of product and services and information onto the Web, but provide depth to these products and services through a full range of electronic account forms, transactions, tools and information look-up. Roughly 30 to 50 criteria points including:

• Availability of specific products.
• Ability to transact in each product online.
• Ability to seek service requests online.

4. Relationship Services: Firms build electronic relationships through personalization, by enabling customers to make service requests and inquiries online and through programs and perks that build customer loyalty and a sense of community. Roughly 30 to 50 Criteria points are assessed, including:

• Online help, tutorials, glossary and FAQs.
• Advice.
• Personalization of data.
• Ability to customize a site.
• Re-use of customer data to facilitate future transactions.
• Support of business and personal needs such as tax reporting or repeated-buying.
• Frequent buyer incentives.

5. Overall Cost: DeluxeURL looks at the total cost of ownership for a typical basket of services customized for each customer profile. Costs include:

• A basket of typical services and purchases.
• Added fees due to shipping and handling.
• Minimum balances.
• Interest rates.

Through this Scorecard methodology, DeluxeURL delivers a unique and powerful value proposition covering over 30 industry verticals, providing for each one actionable data, tools, and analysis.