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1、1NetPromoterScore:ALiteratureReviewandPerspective2ACSIAmericanCustomerSatisfactionIndexLeadingindexforcustomerloyalty/satisfactionuntilNPSMainaspectsOverallsatisfactionExpectancydisconfirmationActualperformancevs.theidealMaincompetitionisNPSFormoreinformationonACSI,visitwww.t
2、heacsi.orgForanexampleseeTurel(2004),Appendix3WhatisNPS?Basedon“recommendintention”Howlikelyisitthatyouwillrecommendustoafriendorcolleague?0to10NetPromoterScore=%promoters(9-10)minus%detractors(0-6)IncreasingpromotersanddecreasingdetractorsiskeytogrowthReichheld(2003)4Controv
3、ersyoverNPSDebateoverNPSas“theultimatequestion”hassurfacedCritics(Keininghametal.)Supporters(Reichheld)5WeaknessesofNPSNotinformative,notusefulwhenitstandsaloneNotthebestpredictorofgrowthToosimplistictorepresentallfacetsofcustomerloyaltyKeiningham(2007)6OtherIssueswithNPSNott
4、hecauseofgrowth—anindicationCategorizationofcustomersisbroadNPS=40Brandt(2007),Mitchell(2008)7Inanutshell…Thisisnottodiscounttheirimportance,buttopointtothefactthatanysinglemetricdesignedtoexplaincustomerbehavioracrossadiversecustomerbaseisunlikelytobeanadequategaugeuponwhich
5、managerscanact.Keininghametal.(2007,p.378)8StrengthsofNPSExcellentstartingpointIdentifiesmostvaluablecustomersStandardquestionandscaleItmakessenseanditworks(withfeedback)Cardis(2008),Anstead(2008),Blasbergetal.(2008)Mortimer(2007),Martin(2008)9Justask:doesitmakelogical,common
6、sensetoyou?Yeah,itdoes.Reichheld,inaninterviewwithMortimer(2007)10ImplementationofNPSAphilosophySomesectorsdiscussedmoreRitson(2007),Auda(2007),Tiltman(2007),Reichheld(2003)11NPSandFinancialServicesFinancialservicesconsistentlyhavelowerNPScomparedtoothersectorsNPShighlystrong
7、lyrelatedtorevenuegrowthforbanking—singlemostreliablepredictor4keydriversofNPSinbankingTiltman(2007),Keiningham(2007),Brandt(2007)12WhatdoesNPSmeanforfinancialservices?Long-termstrategyNon-traditional(i.e.online)bankshavegrownrapidlyandhavehigherNPSInterpretNPScarefullyStayin
8、vestedinmissionforsatisfiedcustomersBrandt(2007)13HowtoUseNPSEffecti
