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Net Promoter Score

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What we know about the Net Promoter Score (NPS)

Article • WARC Best Practice, December 2021

Surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.

Earned growth rates: A new measurement partner for the Net Promoter Score

Article • Stephen Whiteside, Research on WARC, November 2021

Brands need to supplement the Net Promoter Score with a new metric called the “earned growth rate” to fully understand how word of mouth and referrals are driving their progress.

How to understand customer experience by expanding on NPS

Article • Brian Carruthers, Event Reports, Festival of Marketing: Fast Forward, June 2021

‘Customer experience’ is increasingly seen as a strategic priority for businesses to help them stand out and grow, but this concept is made up of many factors, and measuring it is a complex task.

How Colt's Net Easy Score complements NPS

Article • Brian Carruthers, Event Reports, MRS Future of B2B Research event, May 2021

Looks at how Colt Technology Services developed a Net Easy Score (NES) to better understand the impact of everyday interactions with its customers.

Colt Technology Services: CX Pulse – Using machine learning to improve customer intelligence capabilities

Research Paper • MRS Awards Papers, Finalist, MRS Award for Business-to-Business Research, 2020

Colt, a network and communications provider, developed a bespoke machine learning tool and increased its net promoter score (NPS).

Colt Technology Services: Meet CAST – Colt’s CX Supermachine with seven identities

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020

Colt, a network and communications provider, developed a bespoke machine learning tool and increased its net promoter score (NPS).

LATAM Airlines: How monetising NPS helped us take CX investment decisions

Research Paper • MRS Awards Papers, Finalist, MRS Award for Applications of Research, 2020

LATAM Airlines, an airline holding company, developed a calculator that monetised net promoter scores to facilitate decision making regarding customer experience (CX).

How AI is driving customer engagement and experience

Research Paper • Rajiv Lamba, ESOMAR Conference papers, APAC, 2020

This paper discusses developing an AI-based customer experience monitoring (CXM) tool in Bahasa Indonesian to reduce customer churn-out in Indonesia.

How empathy drives Delta Air Lines’ strategy

News • 04 November 2020

Delta Air Lines, the air carrier, has been able to draw on its enduring brand values of empathy and humanity as it serves those passengers who continue to fly in the midst of the COVID-19 pandemic.

Even as COVID-19 grounds airline, Delta’s NPS soars to new heights

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2020

Delta Air Lines, the air carrier, has seen an increase in its Net Promoter Score (NPS) despite the COVID-19 pandemic.

From customer satisfaction to customer experience: From traditional satisfaction research to customer experience in a hybrid real-time model

Research Paper • Flávia Lage, Marco Antonio Gomes and Karen Russi, ESOMAR Conference papers, Latin America, 2020

Banco do Brasil, an asset management company, designed a series of feedback collection KPIs to offer a personalised customer research experience and improve feedback quality in Brazil.

Monetising NPS to drive investment in CX: How monetising NPS helped LATAM Airlines take CX

Research Paper • André D’Abreu, Heitor Torres, Dana DiGregorio and Shane Baxendale, ESOMAR Conference papers, Latin America, 2020

LATAM Airlines Group, an airline holding company, launched a three-stage research programme to provide insights into expected return from investment in CX.

What brand love tells us about brand growth

News • 29 September 2020

Even amid the turmoil in consumers’ lives, many of the rules of brand growth as espoused by Byron Sharp remain in place; a recent Morning Consult study highlights the role of Brand Love.

How Brand Love fuels lower funnel KPIs, even during a pandemic

Article • Victoria Sakal, WARC Exclusive, September 2020

Examines Morning Consult research on the 50 Most Loved Brands in the US in 2020, through the lens of the coronavirus pandemic.

Bevel grooming products stand up to specific needs of Black male consumers

Article • Geoffrey Precourt, Event Reports, ANA Brand Building Conference, July 2020

Bevel, the grooming brand made by Walker & Co., successfully tapped into a gap in the market when it came to meeting the distinct personal-care needs of Black men.

How Colt Technology makes more of NPS

News • 30 March 2020

Colt Technology Services has been able to unlock value in a lot of disregarded NPS data by utilising machine learning to dig into and structure the many responses to open-ended questions that accompany the headline question of whether a user would re

Utilizing relative weight analysis in customer satisfaction research

Research Paper • Michael S. Garver and Zachary Williams, Int. Journal of Market Research, Vol. 62, No. 2, 2020, pp. 158-175

For customer satisfaction researchers, key driver analysis is a common practice to understand what product and service attributes are most important in driving the overall customer experience, typically measured by overall satisfaction or the Net Promoter question.

How NPS can be more than just a recommendation

Article • Brian Carruthers, Event Reports, Qual360 Europe, February 2020

Net Promoter Score is used by many companies as a way of measuring their customer experience, but few make use of all the data collected.

Does the NPS® reflect consumer sentiment? A qualitative examination of the NPS using a sentiment analysis approach

Research Paper • Clifford Lewis and Michael Mehmet, Int. Journal of Market Research, Vol. 62, No. 1, 2020, pp. 9-17

The Net Promoter Score (NPS®) is extensively used as a key performance indicator in practice. Although the scale was initially considered to be a predictor of growth, the literature has disproved this assertion.

The alchemical marriage of big data and qual

Research Paper • Victor Ikawa and Sergey Sheykhetov, ESOMAR Conference papers, Fusion, 2019

Safaricom, the telco, effectively used AI algorithms in tandem with classic qual and quant surveys to study its customer base in Kenya.

Winning in the era of brand experience: Admap summary deck

Article • Admap, October 2019

A summary of new thinking and best practice on winning in the era of brand experience from Admap.

Finding power, potential and innovation through brand experience

Article • Laurence Parkes, Admap, October 2019

Explains how business leaders can unlock faster and more reactive innovation, building on existing brand equity and creating greater alignment with the core business.

Video: Laurence Parkes on brand experience and customer experience opportunities

Article • Laurence Parkes, Admap, October 2019

Laurence Parkes, CEO of Rufus Leonard, looks at how to innovate through brand experience in this teaser video.

How the voice of the customer became the currency at Fujitsu

Article • Brian Carruthers, Event Reports, MRS The Future of B2B Research, June 2019

Over five years Fujitsu’s Voice of the Customer program has become central to how the IT hardware and services giant operates.

Understanding the “Elements of Value” for business-to-business brands

Article • Mary Connors, Event Reports, ANA Masters of B2B Marketing, May 2019

Bain & Company, the consultancy, has established a pyramid of values that separate the top-performing business-to-business (B2B) operators from the competition.

What we know about the Net Promoter Score (NPS)

Article • WARC Best Practice, December 2021

Surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.
Winning in the era of brand experience: Admap summary deck

Article • Admap Magazine, October 2019

A summary of new thinking and best practice on winning in the era of brand experience from Admap.
Understanding the “Elements of Value” for business-to-business brands

Article • Mary Connors, Event Reports, ANA Masters of B2B Marketing, May 2019

Bain & Company, the consultancy, has established a pyramid of values that separate the top-performing business-to-business (B2B) operators from the competition.
How to understand customer experience by expanding on NPS

Article • Brian Carruthers, Event Reports, Festival of Marketing: Fast Forward, June 2021

‘Customer experience’ is increasingly seen as a strategic priority for businesses to help them stand out and grow, but this concept is made up of many factors, and measuring it is a complex task.
How Brand Love fuels lower funnel KPIs, even during a pandemic

Article • Victoria Sakal, WARC Exclusive, September 2020

Examines Morning Consult research on the 50 Most Loved Brands in the US in 2020, through the lens of the coronavirus pandemic.
Finding power, potential and innovation through brand experience

Article • Laurence Parkes, Admap Magazine, October 2019, pp. 0-0

Explains how business leaders can unlock faster and more reactive innovation, building on existing brand equity and creating greater alignment with the core business.