Vote totals:
Yes:
100%
No:
0%
Neutral:
0%
DEBATE: NETPROMOTER - BREAKTHROUGH IN BUSINESS THINKING OR MANAGEMENT GIMMICK?
NETPROMOTER - BREAKTHROUGH IN BUSINESS THINKING OR MANAGEMENT GIMMICK?
Customer loyalty counts for nothing until it turns to advocacy
There is evidence from the American Marketing Association that 75% of customers who described themselves as delighted would still shop around before repurchase. Loyalty is clearly on this basis: not of great value given the investment required to generate it. Reichheld is right – loyalty must be turned into advocacy to have value.
NETPROMOTER - BREAKTHROUGH IN BUSINESS THINKING OR MANAGEMENT GIMMICK?
Not exactly a breakthrough…
It follows that if you would recommend something then it is good! It’s another form of approval rating, just a stronger one.There is greater risk involved in recommending something to others (ridicule, embarrassment, familial/peer disapporval) than there is in using it oneself (personal disappointment). This doesn’t mean that the statistical analysis is particularly innovative or that it is not susceptible to the type of biases and errors inherent in many forms of qualitative research.
NETPROMOTER - BREAKTHROUGH IN BUSINESS THINKING OR MANAGEMENT GIMMICK?
What people say is not always what they do!
It is all very well to profess to a researcher clearly from a company that you would reccommend that company.This doesn’t necesarily mean that you actually have or even would! Social psychological research in the 30’s proved this and it is just as valid today.
