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Net Promoter Score

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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.

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.

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.

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.

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.

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.

What we know about the Net Promoter Score (NPS)

Article • WARC Best Practice, September 2019

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

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.

Conference note: 'Validating Black Box Neural Networks'

Research Paper • Dale Chant and Michael Potter, Int. Journal of Market Research, Vol. 61, No. 3, 2019, pp. 338-344

Machine learning, driven by recent advances in neural net technology, holds much promise, but how to validate any particular model? This note looks at why validation is necessary, and describes some practical techniques for doing so.

How Sam’s Club stepped up the customer experience

Article • Mary Connors, Event Reports, Shopper Insights & Retail Activation Conference, June 2018

Sam’s Club, the wholesale club owned by Walmart, has doubled down on the customer experience, and driven impressive results in the process.

How SONOS Understands Drivers of NPS by Using AI: Better, faster, cheaper – Understanding of loyalty drivers by analyzing NPS’ open text responses with AI

Research Paper • Frank Buckler and Dennis Brosnan, ESOMAR Conference papers, Congress, 2018

Sonos, an US consumer electronics company, shapes its product development strategy by analysing open text responses, but wanted to categorise them into meaningful content strategies.

E.ON: creating engaging advertising in a low-interest category

Article • Emily Barley, Event Reports, Festival of Marketing, October 2018

Consumers don’t spend a lot of time thinking about their energy supplier, making it especially hard for energy brands to cut through.

Aflac tracks the return on corporate social responsibility

Article • Stephen Whiteside, Event Reports, MediaPost Brand Marketers Insider Summit, August 2018

Aflac, the insurance provider, has successfully boosted various core metrics through more tightly connecting its business and corporate social responsibility (CSR) efforts.

A step back for CX? Why companies are struggling to match rising expectations

Article • Christopher Hosford, ANA, B-to-B Marketer, April 2018

The article explores the role of customer experience as a key growth differentiator and how some companies are struggling to keep up.

EXQ ties customer experience to business results

News • 12 April 2018

LONDON: NPS and CSAT metrics are “blunt instruments” when to comes to measuring customer experience, according to an industry figure, who maintains that Experience Quality Measurement (EXQ) is a far more reliable indicator.

Choosing the right benchmark

Article • Fiona Blades , Admap, March 2018, pp. 27-29

Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.

Measuring CX’s impact on profitability

Article • Christopher Brooks, Admap, April 2018, pp. 20-22

Looks in depth at EXQ, how it rates brand drivers in order of importance and explains its measures of success in terms of ROI.

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.
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.
What we know about the Net Promoter Score (NPS)

Article • WARC Best Practice, September 2019

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

Article • Stephen Whiteside, Event Reports, BRITE '14, March 2014

This event report describes how Warby Parker, the eyewear retailer, developed a new online approach to the category with a heavy focus on customer service.