Use Net Promoter scores to identify solid influencersJuly 13, 2007 About this case studyThose who say they would recommend your products to their friends can become your best customers (and attract more customers like them). About the Net Promoter questionIn his groundbreaking book, The Ultimate Question, Fred Reichheld introduces the concept of the Net Promoter Score (NPS) based around one simple question: “Would you recommend us to a colleague or friend?” By definition, a promoter is any customer that answers “the ultimate question” with a score of 9 or 10. The Net Promoter study found that promoters are worth more to a company than average customers based on the following key factors: retention rate, margins, annual spend, cost efficiencies and word of mouth. As a result, companies need to increase the amount of promoters and decrease the amount of detractors. Promoters are customers who are so enthusiastic about a firm or brand that they not only increase their own purchases, but also refer their colleagues or friends.
Fred Reichheld High Level Summary of Findings
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ConclusionThis study concludes that promoters consistently spread positive word-of-mouth online. Based on this research, promoters give higher product ratings and write longer product reviews than average. Bazaarvoice can help you identify, contact, and highlight your community’s promoters to help you improve community sentiment. |
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