NPS(客户满意度调查工具)讲课稿.ppt

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1、NPS(客户满意度调查工具)WhatisNPS?Basedon“recommendintention”Howlikelyisitthatyouwillrecommendustoafriendorcolleague?0to10NetPromoterScore=%promoters(9-10)minus%detractors(0-6)IncreasingpromotersanddecreasingdetractorsiskeytogrowthReichheld(2003)2ControversyoverNPSDebateoverNPSas“theultimateq

2、uestion”hassurfacedCritics(Keininghametal.)Supporters(Reichheld)3WeaknessesofNPSNotinformative,notusefulwhenitstandsaloneNotthebestpredictorofgrowthToosimplistictorepresentallfacetsofcustomerloyaltyKeiningham(2007)4OtherIssueswithNPSNotthecauseofgrowth—anindicationCategorizationofcu

3、stomersisbroadNPS=40Brandt(2007),Mitchell(2008)5Inanutshell…Thisisnottodiscounttheirimportance,buttopointtothefactthatanysinglemetricdesignedtoexplaincustomerbehavioracrossadiversecustomerbaseisunlikelytobeanadequategaugeuponwhichmanagerscanact.Keininghametal.(2007,p.378)6Strengthso

4、fNPSExcellentstartingpointIdentifiesmostvaluablecustomersStandardquestionandscaleItmakessenseanditworks(withfeedback)Cardis(2008),Anstead(2008),Blasbergetal.(2008)Mortimer(2007),Martin(2008)7Justask:doesitmakelogical,commonsensetoyou?Yeah,itdoes.Reichheld,inaninterviewwithMortimer(2

5、007)8ImplementationofNPSAphilosophySomesectorsdiscussedmoreRitson(2007),Auda(2007),Tiltman(2007),Reichheld(2003)9NPSandFinancialServicesFinancialservicesconsistentlyhavelowerNPScomparedtoothersectorsNPShighlystronglyrelatedtorevenuegrowthforbanking—singlemostreliablepredictor4keydri

6、versofNPSinbankingTiltman(2007),Keiningham(2007),Brandt(2007)10WhatdoesNPSmeanforfinancialservices?Long-termstrategyNon-traditional(i.e.online)bankshavegrownrapidlyandhavehigherNPSInterpretNPScarefullyStayinvestedinmissionforsatisfiedcustomersBrandt(2007)11HowtoUseNPSEffectivelyKnow

7、yourcustomersandwhattheywantFollowupCollectdataregularlyActonfeedbackMittal&Kamakura(2001),Blasberg(2008),Nicks(2006)12TheBottomLineNPSisajumpingoffpoint…TellsyouhowmanypromotersandhowmanydetractorsyouhaveAllowsforcomparisonrelativetoothercompaniesServesasgaugeforcustomerloyalty…but

8、follow-upisamust.13