On Net Promoter Score – tangible measurement of marketing
I’m a big fan of Fred Reichheld’s Ultimate Question concept. I recommend reading the original HBR paper (published in December 2003 - email me if you can’t find it).
The basic concept is that you poll your customers on one key question – Would you refer us to a friend or colleague?” The result of positives minus negatives (excluding neutrals) gives you your Net Promoter Score.
The really interesting aspect of NPS is that it accurately predicts future revenue growth.
Wow! Tangible evidence that maps advocacy to sales.
Forrester has blogged on NPS recently and makes some interesting points, the most relevant being that “everyone in the room seemed to be using Net Promoter.” So it’s not just theory – people are using it in practice.
I also suggest reading Paul Marsden’s work on Advocacy and Growth, which adds further proof points to Reichheld’s work.
I like this idea so much, and it confirms the importance of advocacy (which is what Influencer Marketing is all about), that Influencer50 will soon be offering this as a service. It just makes sense.
Who says marketing measurement is intangible?
The basic concept is that you poll your customers on one key question – Would you refer us to a friend or colleague?” The result of positives minus negatives (excluding neutrals) gives you your Net Promoter Score.
The really interesting aspect of NPS is that it accurately predicts future revenue growth.
Wow! Tangible evidence that maps advocacy to sales.
Forrester has blogged on NPS recently and makes some interesting points, the most relevant being that “everyone in the room seemed to be using Net Promoter.” So it’s not just theory – people are using it in practice.
I also suggest reading Paul Marsden’s work on Advocacy and Growth, which adds further proof points to Reichheld’s work.
I like this idea so much, and it confirms the importance of advocacy (which is what Influencer Marketing is all about), that Influencer50 will soon be offering this as a service. It just makes sense.
Who says marketing measurement is intangible?
Labels: influencer marketing, influencers, net promoter
posted by Duncan Brown at 11:48 am
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