NPS – The Unsung Hero


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Not long ago, in the course of a talk I was giving to a regional marketing association, I asked how many people were using Net Promoter Score (NPS) in marketing efforts with their clients.

Answer: none.

So I asked how many knew what NPS was.

Answer: one.

This surprised me, considering how long the Net Promoter Score has been around, and how effective it’s been demonstrated to be. In fact, I thought that it would be a staple of marketing jargon. Customers might not know about NPS, but marketing people?

I’ve written about NPS before. Here’s a very quick review from that post:

Just a reminder to non-marketing geeks: you get the Net Promoter Score by taking the percentage of people who are highly likely to recommend a company (Promoters), and subtracting those who are unlikely to (Detractors).

Understanding those promoters is the key to building your brand.

It’s up to us as marketing professionals to promote the use of NPS – the correct use – as actively as we can. I’ll talk more about how to do that in my next post.

Republished with author's permission from original post.

Thompson Morrison
Thompson Morrison has spent the last couple of decades figuring out how companies can listen better. Before co-founding FUSE, Mr. Morrison was Managing Director of AccessMedia International (AP), a consulting firm that provides strategic market analysis for the IT industry. His clients included Hewlett-Packard, Compaq, IBM, and Vignette.


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