FEATURE10 May 2017
Fred Reichheld in Seven
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FEATURE10 May 2017
x Sponsored content on Research Live and in Impact magazine is editorially independent.
Find out more about advertising and sponsorship.
Fred Reichheld, founder of Bain & Company’s loyalty practice and creator of the Net Promoter System, has published books on loyalty, most recently The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World
The goal was to help firms improve customer loyalty – to create an operational tool that every employee could understand and use. It took several years of research and development; we asked thousands of customers, across a dozen industries, to score a variety of survey questions. We then examined the subsequent loyalty behaviours for each customer. It revealed the power of ‘likelihood to recommend’ (LTR) and the best way to categorise responses – promoters, passives, detractors.
I see quite a bit of progress. Once companies have identified promoters in a key segment of their customer base, they can compare factors like revenue growth and margins, for those promoters, compared with ...
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