{"id":4588,"date":"2012-09-27T12:15:23","date_gmt":"2012-09-27T16:15:23","guid":{"rendered":"http:\/\/blog.fitnyc.edu\/hottopicsinsider\/?p=4588"},"modified":"2020-01-21T18:53:37","modified_gmt":"2020-01-21T22:53:37","slug":"net-promoter-score-and-customer-experiencing-customer-contentment-content","status":"publish","type":"post","link":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/2012\/09\/27\/net-promoter-score-and-customer-experiencing-customer-contentment-content\/","title":{"rendered":"NET PROMOTER SCORE and CUSTOMER EXPERIENCING CUSTOMER CONTENTMENT CONTENT?"},"content":{"rendered":"

\"Brandpsych<\/a><\/p>\n

by Peggy and Arthur Winters<\/em><\/p>\n

Net Promoter Score (NPS) has been defined as a management tool that can be used to investigate the degrees of loyalty in a firm’s customers\u2019 experiences. It serves as an additional tool to traditional customer satisfaction research. The Net Promoter Score is obtained by asking customers a single question on a 0 to 10 rating scale. “How likely is it that you would recommend our company to a friend or colleague?” Based on their responses, customers are categorized into one of three groups: Promoters<\/em> \u2013 extremely likely to recommend (9-10 rating), Passives<\/em> – likely (7-8 rating), and Detractors<\/em> \u2013 not at all likely (0-6 rating). Subtracting the proportion of detractors from the proportion of promoters and converting it to a percent gives a Net Promoter Score.<\/p>\n

Any analysis of NPS reveals that it is being employed as a useful form of market research that can present companies with an understandable way to measure customer satisfaction without getting lost in deep data. It gets companies to think about their customers\u2019 experiences and loyalty from the customers\u2019 point of view.<\/em> NPS and CX should serve as a matrix or model for how customers see their interactions with a brand \/ designer \/ store and\/or website and how the brand should work to improve these experiences.<\/p>\n

But answers to only one question will not reveal the whole story of WHY a customer might or might not recommend the brand. To improve one\u2019s loyalty NPS, one must look for the root cause. These interactions include individual stages in the customer\u2019s exploration, discovery, purchase, satisfied use and services rendered.<\/p>\n

Additional ways to employ NPS as an indicator of customer loyalty could include:<\/p>\n

ACE<\/strong> \u2013 Actual Customer Experiences and referrals \u2013 using point of sale, call center and billing data that signifies exactly what customer interactions have occurred\u2026<\/p>\n

SPA<\/strong> \u2013 Superior Perception of Attributes that are revealed through customer conversations that inquire how satisfying were their experiences with the good old 4 Ps — Product, Price, Place and Promotion.<\/p>\n

APS<\/strong> \u2013 Analysis of Promoter Score through further evaluations of customer interactions asking what they did as a result of interactions with the brand (designer, product, store, website, or experience). Specifically: \u201cHave you recommended this brand?\u201d<\/em> These evaluations are calculated to define customer perceptions, future intentions for purchasing, and importantly, recommendations and referrals.<\/p>\n

NPS can be an effective predictor of whether, how, and when a customer might, and actually has recommended the brand to a friend, family or colleague.<\/p>\n

Above all, NPS can also be an analysis of Customer Experiences (CX) that serves as a reference for a company\u2019s Internal Branding. NPS can be infused as a metric for evaluating a company\u2019s systems for creating related Customer Experiences (CX).<\/p>\n

\"Drawing
How would this recommendation affect \u201cSTAYSEXY™\u2019s\u201d\u00a0NPS Net Promoter Score? <\/strong>Drawing by Arthur A. Winters.<\/em><\/figcaption><\/figure>\n

 <\/p>\n

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning<\/a> and SXR 050 Intro to Branding: The Art of Customer Bonding<\/a>.
\n<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

by Peggy and Arthur Winters Net Promoter Score (NPS) has been defined as a management tool that can be used to investigate the degrees of loyalty in a firm’s customers\u2019 experiences. It serves as an additional tool to traditional customer satisfaction research. The Net Promoter […]<\/p>\n","protected":false},"author":263,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"post-templates\/post-middle-column.php","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[8597,8600],"tags":[8598,20372,8581,8572,7720],"class_list":["post-4588","post","type-post","status-publish","format-standard","hentry","category-brand-management","category-inside-retail","tag-branding","tag-customers","tag-global-business","tag-retail","tag-technology"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p1v7EM-1c0","_links":{"self":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts\/4588","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/users\/263"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/comments?post=4588"}],"version-history":[{"count":0,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts\/4588\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/media?parent=4588"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/categories?post=4588"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/tags?post=4588"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}