文档介绍：1Net Promoter Score: A Literature Review and Perspective2ACSI?American Customer Satisfaction Index?Leading index for customer loyalty/satisfaction until NPS?Main aspects?Overall satisfaction?Expectancy disconfirmation?Actual performance vs. the ideal?petition is NPS?For more information on ACSI, visit an example see Turel (2004), Appendix3What is NPS??Based on “mend intention”?How likely is it that you will mend us to a friend or colleague??0 to 10 ?Net Promoter Score= ?% promoters (9-10) minus % detractors (0-6)?Increasing promoters and decreasing detractors is key to growth?Reichheld (2003)4Controversy over NPS?Debate over NPS as “the ultimate question”has surfaced?Critics (Keiningham et al.)?Supporters (Reichheld)5Weaknesses of NPS?Not informative, not useful when it stands alone?Not the best predictor of growth?Too simplistic to represent all facets of customer loyalty?Keiningham (2007)6Other Issues with NPS?Not the cause of growth—an indication?Categorization of customers is broad?NPS=40?Brandt (2007), Mitchell (2008)7In a nutshell…? This is not to discount their importance, but to point to the fact that any single metric designed to explain customer behavior across a diverse customer base is unlikely to be an adequate gauge upon which managers can act.?Keiningham et al. (2007, )8Strengths of NPS?Excellent starting point?Identifies most valuable customers?Standard question and scale ?It makes sense and it works (with feedback)?Cardis (2008), Anstead (2008), Blasberg et al. (2008) Mortimer (2007), Martin (2008)9? Just ask: does it make logical, common sense to you? Yeah, it does.?Reichheld, in an interview with Mortimer (2007)10Implementation of NPS?A philosophy?Some sectors discussed more?Ritson (2007), Auda (2007), Tiltman (2007), Reichheld (2003)