The Net Promoter Score (NPS) is used by many of today’s top
businesses to monitor and manage customer relationships.
Fred Reichheld and his co-developers of the NPS say that a
single survey question, "How likely are you to recommend
Company Name to a friend or colleague?", on which the NPS is
based, is the only loyalty metric companies need to grow
their company. Despite its widespread adoption by such
companies as General Electric, Intuit, T-Mobile, Charles
Schwab, and Enterprise, the NPS is now at the center of a
debate regarding its merits.
This Quirk's Marketing Research Review article (October
2008) summarizes the NPS methodology, including its
developers’ claims and opponents’ criticisms. Additionally,
this paper includes research that examines the meaning of
customer loyalty as it is measured through survey questions.
Please
complete the business information below and you will
be given the link to download the article:
Customer Loyalty 2.0.
