Measuring Your Brand’s Word of Mouth Potential: Net Promoter Score

Measuring Your Brand’s Word of Mouth Potential: Net Promoter Score
Last week I was contacted by two colleagues who had questions about using the Net Promoter Score (NPS) metric. NPS measures customer loyalty, and it came to prominence in a 2003 Harvard Business Review article, The One Number You Need to Grow, by Frederick Reichheld and Bain & Company. Reichheld’s assertion in the article was that it...

Making Marketing Lemonade From Business Lemons

I spent 11 years of my adult life living down the street from various Waffle House restaurants. Granted, if you’re living in certain parts of the south, it’s practically impossible not to live down the street from a Waffle House. Most especially if you’re a college student, which I was for four of those eleven years. The...

Customer Appreciation – The Power of Thank You

I was a loyal United Airlines Premier flyer for 15 years. I loved getting on the plane first, sitting towards the front in Economy Plus, and always being able to find room for my bag. Not to mention all of United’s wonderful international locations to which I took many a free flight over the years. However, at the same time, there was no...

10-Point Scale Fan Club

This blog post is guest authored by Dr. Anne Beall, President of Beall Research and Training. Anne is also the author of the succinct and very useful book Strategic Market Research. I asked Anne to write this post because I have found that it is sometimes challenging to convince clients that using a 10-point scale for their customer satisfaction...

AT&T: How to not measure customer satisfaction

I had one of those circle-of-hell phone calls with AT&T last week. I worked with 3 separate individuals, 2 of whom were great and one who put me on hold for 30 full minutes. A few days later, I received an automated satisfaction survey via telephone. The survey assumed that I had only worked with one AT&T employee. There was therefore...

Missed customer loyalty opportunity

My mom recently experienced a problem with an OXO can opener. She sent OXO an email about her experience, and, to their credit, OXO immediately responded with an apology and a full refund. My mom was very satisfied. The story doesn’t end here, though. About a week later, a large package arrived at my parents’ home. Inside was a...