NPS客户满意度调查工具.ppt

• Increasing promoters and decreasing detractors is key to growth
Reichheld (2003)
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Controversy over NPS
• Debate over NPS as “the ultimate question” has surfaced • Critics (Keiningham et al.) • Supporters (Reichheld)
Reichheld, in an interview with Mortimer (2007)
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Implementation of NPS
• A philosophy
• Some sectors discussed more
Ritson (2007), Auda (2007), Tiltman (2007), Reichheld (2003)
Keiningham (2007)
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Other Issues with NPS
• Not the cause of growth—an indication
• Categorization of customers is broad • NPS=40
Brandt (2007), Mitchell (2008)
Cardis (2008), Anstead (2008), Blasberg et al. (2008) Mortimer (2007), Martin (2008)
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Just ask: does it make logical, common sense to you? Yeah, it does.
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In 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, p.378)
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Strengths of NPS
• Excellent starting point
• Identifies most valuable customers
• Standard question and scale • It makes sense and it works (with feedback)
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What is NPS?
• Based on “recommend intention”
– How likely is it that you will recommend us to a friend or colleague? – 0 to 10
• Net Promoter Score=
% promoters (9-10) minus % detractors (0-6)
Brandt (2007)
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How to Use NPS Effectively
• Know your customers and what they want
• Follow up
• Collect data regularly • Act on feedback
Mittal & Kamakura (2001), Blasberg (2008), Nicks (2006)
Tiltman (2007), Keiningham (2007), Brandt (2007)
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What does NPS mean for financial services?
• Long-term strategy • Non-traditional (i.e. online) banks have grown rapidly and have higher NPS • Interpret NPS carefully • Stay invested in mission for satisfied customers
• Main aspects
– Overall satisfaction – Expectancy disconfirmation – Actual performance vs. the ideal
• Main competition is NPS
For more information on ACSI, visit www.theacsi.org For an example see Turel (2004), Appendix
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Weaknesses of NPS
• Not informative, not useful when it stands alone
• Not the best predictor of growth
• Too siHale Waihona Puke Baiduplistic to represent all facets of customer loyalty
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NPS and Financial Services
• Financial services consistently have lower NPS compared to other sectors • NPS highly strongly related to revenue growth for banking—single most reliable predictor • 4 key drivers of NPS in banking
Net Promoter Score: A Literature Review and Perspective
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ACSI
• American Customer Satisfaction Index
• Leading index for customer loyalty/satisfaction until NPS