Net Promoter Score
a measurement of your promoters vs your detractors along the entire customer experience
A tool to address that most elusive part of the Customer Experience, the emotional half.
As companies began to accept the necessity of a customer focused strategy,
customer satisfaction became prevalent as the key performance indicator. However, this became unsustainable when it was discovered that satisfied customers defect as easily as customers that are unsatisfied. This state of affairs posed a problem for customer centricity proponents, one which only became resolved when further research suggested that the Customer Experience is not only composed of the rational elements uncovered by customer satisfaction but also the hidden emotional components.
Therefore, a new measurement was required; one sensitive to the entire Customer Experience especially the emotional. Net Promoter® is that solution and is increasingly being adopted by businesses because it meets both of these criteria.
Net Promoter® and Revenue Growth
What has captivated board level executives is the strength of the relationship between Net Promoter® and revenue growth. In the 2005 London School of Economics Advocacy- Growth Study, Marsden et al1 found that Net Promoter® is a statistically significant predictor of annual sales growth.
This predictive relationship also means that we can predict revenue growth resulting from improvements in an Emotional Signature™.
Thus, your Emotional Signature™ helps you understand what needs to change in
order to achieve a strong positive Net Promoter® score. More specifically, a
comparison of the Emotional Signature™ of your Promoters with that of your
Detractors pinpoints what it is about the emotional experience of your Detractors that needs to be addressed.
The Value Relationship
Emotional Signature™ therefore provides a method for a business to investigate
where it needs to improve its Customer Experience to drive more Promoter
behaviour among its customers.
Since, success in moving Net Promoter® has been shown to relate directly to
increased revenue growth, the relationship between Emotional Signature, Net
Promoter and revenue growth means that business leaders now have the tools
available to them to address that most elusive part of the Customer Experience, the emotional half.
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