Nps Romania Benchmark Study

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  • Yes, I know, the one hot potato that keeps going around. How can we measure all this.Well, first of all – the way you measure TV is pretty meaningless, while those bits of online we CAN measure, are damn accurate.Secondary, we have to rethink our whole system anyway, and stop looking at ‘OTS’, and start looking at what really matters.Tomorrow we will look into this further, and discuss some methods we have for this.
  • Nps Romania Benchmark Study

    1. 1. FUTURELAB<br />Net Promoter Score®Romania – Benchmark studies<br />July, 2009 <br />
    2. 2. % of people who trust companies less in 2009 than in 2008<br />Source: Edelman Trust Barometer, 2009<br />Nearly 70% of consumers surveyed thought that pharmaceutical information from peers was credible and believable, even if the peers were not experts.<br />When it comes to company information, a “peer” is as credible as an industry analyst and only preceeded by an “expert”<br />Word-of-Mouth is the #1 influence on business-to-business buying decisions<br />Source: Edelman Trust Barometer, 2009<br />Source: Keller Fay, 2006<br />Source: Keller Fay, July 2008<br />The Power of Recommendation<br />
    3. 3. How can we measure the value of recommendation?<br />
    4. 4. What is the Net Promoter Score (NPS)?<br />The Net Promoter® score allows you to categorize customers into three groups based on their willingness to recommend your company or product to a friend or colleague:<br />Promoters (score 9–10) are loyal enthusiasts who will keep buying and refer others, fueling growth.<br />Passives (score 7–8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.<br />Detractors (score 0–6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.<br />Calculating Your Net Promoter Score<br />One question provides the best predictor of customer loyalty for the vast majority of businesses: How likely is it that you would recommend (Company/Product X) to a friend or colleague? Using a 0 to 10 scale, you can calculate your Net Promoter Score (NPS) by taking the percentage of Promoters, and subtracting the percentage of Detractors.<br />NPS is a straightforward metric that holds companies and employees accountable for how they treat customers. When combined with appropriate diagnostics and follow-up actions, it drives improvements in customer loyalty and enables profitable growth.<br />The Power of Recommendation<br />
    5. 5. Promoters make you more money<br /><ul><li>They spend more
    6. 6. They negotiate less
    7. 7. They stay longer
    8. 8. They are easier to service
    9. 9. They upgrade quicker
    10. 10. ...</li></ul>Slide: Bain & Company, <br />official NPS(tm) presentation Fred Reichheld.<br />Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld<br />The Power of Recommendation<br />
    11. 11. What is ?<br />Most Appropriate When<br />The Idea<br />Monitored Markets<br /><ul><li>Time pressure/quick results
    12. 12. Rapid evaluation of a certain situation/movement in the market
    13. 13. Past evolution assessment
    14. 14. Needed benchmarks (not available yet)
    15. 15. Low budgets/smaller brands</li></ul>A simple but robust solution for communication efficiency evaluation<br />Fast answer, diagnostic design<br />Allows the pre & post evaluation approach after the campaign has been started<br />Client can buy as much waves as needed<br />Syndicated tool – great value for money<br /><ul><li>Plain Yogurt
    16. 16. Fruit Yogurt
    17. 17. Margarine
    18. 18. Chocolate bars or chocolate wafers
    19. 19. Chocolate (tablets)
    20. 20. Coffee (R&G)
    21. 21. Processed meat
    22. 22. Cooking oil
    23. 23. Still water
    24. 24. Sparkling water ( carbonated water)
    25. 25. Nectar and Natural Juice 100%
    26. 26. Still drinks
    27. 27. Tooth Paste
    28. 28. Shower Gel
    29. 29. Shampoo
    30. 30. Dishwashing
    31. 31. Detergent
    32. 32. Gas station
    33. 33. Banks
    34. 34. Analgesics</li></ul>Output<br />Methodology<br /><ul><li>Category Incidence
    35. 35. Consumer Profile
    36. 36. KPI’s: Awareness (TOM, Spontaneous), Trial, Usage, Preference, Heard of, Intention to Buy
    37. 37. Conversion Rates
    38. 38. Targeting Evaluation
    39. 39. Telephone interviews, random sample
    40. 40. Monthly collection
    41. 41. 1,000 contacts for each market, only category users selected
    42. 42. Urban, 14-65 (except alcohol, insurance and banking which is 18-65)</li></ul>6<br />
    43. 43. FUTURELAB<br />Net Promoter Score Benchmarking<br />Industry: Consumer Products<br />Country: Romania <br />Net Promoter Score<br />Conducted by:<br />The Net Promoter (tm) Score is a registered trademark of Fred Reichheld, Satmetrix and Bain & Company<br />
    44. 44. Lukoil <br />N = 200<br />Mol <br />N = 182<br />-0.5<br />24.7<br />OMV <br />N = 259<br />34.7<br />43.1<br />Petrom <br />N = 545<br />34.5<br />34.1<br />Rompetrol <br />N = 246<br />Market Average<br /> (mean of NPS of the brands measured)<br />Gas Station: Recommendation of the Used Brand<br />NPS*<br />%<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />8<br />
    45. 45. Activia <br />N = 133<br />63.2<br />39.3<br />18.1<br />Danone Natural Nutriday <br />N = 572<br />34.9<br />30.0<br />Milli <br />N = 127<br />25.4<br />Napolact <br />N = 172<br />Tnuva<br />N = 120<br />Market Average<br />(mean of NPS of the brands measured)<br />Plain Yoghurt: Recommendation of the Used Brand<br />NPS*<br />%<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />9<br />
    46. 46. Activia <br />N = 119<br />Danone (unspecified) <br />N = 326<br />Market Average <br />(mean of NPS of the brands measured)<br />Fruit Yoghurt: Recommendation of the Used Brand<br />NPS*<br />%<br />56.3<br />41.1<br />41.1<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />10<br />
    47. 47. Delma <br />N = 502<br />35.9<br />20.8<br />Linco <br />N = 159<br />50.6<br />Rama <br />N = 318<br />18.1<br />28.2<br />Wiesana <br />N = 155<br />Market Average <br />(mean of NPS of the brands measured)<br />Margarine: Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />11<br />
    48. 48. Borsec <br />N = 601<br />54.2<br />Bucovina <br />N = 158<br />47.5<br />Izvorul Alb(Dorna) <br />N = 563<br />48.3<br />Izvorul Minunilor <br />N = 338<br />30.2<br />Perla Harghitei <br />N = 113<br />43.4<br />Roua / Roua Muntilor <br />N = 100<br />27.0<br />Market Average <br />(mean of NPS of the brands measured)<br />30.2<br />Still Water: Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />12<br />
    49. 49. Borsec <br />N = 642<br />58.4<br />Dorna <br />N = 324<br />42.3<br />Izvorul Minunilor <br />N = 354<br />31.6<br />Perla Harghitei <br />N = 181<br />25.4<br />Poiana Negri <br />N = 140<br />29.3<br />Tusnad <br />N = 119<br />26.1<br />Market Average <br />(mean of NPS of <br />the brands measured)<br />29.9<br />Sparkling Water: Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />13<br />
    50. 50. Cappy (nespecificat) <br />N = 223<br />45.3<br />50.2<br />Prigat Nectar <br />N = 422<br />55.0<br />Santal <br />N = 202<br />33.7<br />Tymbark <br />N = 101<br />46.6<br />Market Average <br />(mean of NPS of the brands measured)<br />Nectar and Natural Juice 100%: Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />14<br />
    51. 51. 35.2<br />Cappy (unspecified) <br />N = 179<br />32.4<br />Giusto Natura <br />N = 105<br />46.3<br />37.9<br />Prigat (unspecified) <br />N = 227<br />Market Average<br />(mean of NPS of the brands measured)<br />Still Drink: Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />15<br />
    52. 52. 62.9<br />Nurofen Raceala&Gripa <br />N = 175<br />53.3<br />Paracetamol <br />N = 229<br />49.5<br />Market Average <br />(mean of NPS of the brands <br />measured)<br />Cough and cold meds: Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />16<br />
    53. 53. 3.4<br />Algocalmin <br />N = 444<br />-10.1<br />Antinevralgic P <br />N = 99<br />46.8<br />Nurofen <br />N = 293<br />6.1<br />Paracetamol <br />N = 131<br />21.3<br />Market Average<br />(mean of NPS of the brands <br />measured)<br />Analgesics: Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />17<br />
    54. 54. BCR - Banca Comerciala Romana <br />N = 462<br />27.3<br />17.3<br />BRD - Banca Romana de Dezvoltare <br />N = 475<br />32.7<br />-9.4<br />Banca Transilvania <br />N = 226<br />44.1<br />Bancpost <br />N = 159<br />29.8<br />19.0<br />ING Bank <br />N = 161<br />Raiffeisen Bank <br />N = 309<br />Market Average<br />(mean of NPS of the brands <br />measured)<br />Banks: Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />18<br />
    55. 55. 55.5<br />Axion <br />N = 640<br />74.5<br />64.1<br />Fairy <br />N = 595<br />60.2<br />Pur <br />N = 834<br />Market Average<br />(mean of NPS of the brands <br />measured)<br /> Dishwashing detergent: Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />19<br />
    56. 56. Avon; N = 113<br />53.1<br />Clear; N = 192<br />Dove; N = 161<br />65.6<br />Elseve; N = 126<br />71.4<br />Garnier Fructis; N = 182<br />Head & Shoulders; N = 729<br />75.4<br />Nivea; N = 284<br />Palmolive; N = 121<br />58.8<br />Pantene; N = 229<br />Schauma; N = 126<br />62.1<br />Wash&Go; N = 362<br />63.7<br />Market Average<br />(mean of NPS of the brands <br />measured)<br />38.8<br />57.6<br />33.3<br />47.5<br />59.5<br /> Shampoo: Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />20<br />
    57. 57. Avon <br />N = 384<br />52.6<br />Adidas <br />N = 143<br />55.2<br />Dove <br />N = 397<br />78.1<br />Fa <br />N = 152<br />32.9<br />Nivea <br />N = 473<br />65.1<br />Palmolive <br />N = 319<br />47.6<br />Market Average<br />(mean of NPS of the brands <br />measured)<br />50.7<br />Shower Gel: Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />21<br />
    58. 58. Aquafresh <br />N = 181<br />50.8<br />61.3<br />Blend A Med <br />N = 640<br />68.3<br />Colgate <br />N = 1560<br />67.9<br />57.4<br />Sensodyne <br />N = 218<br />Market Average<br />(mean of NPS of the brands <br />measured)<br />Tooth Paste: Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />22<br />
    59. 59. 38.8<br />Argus <br />N = 178<br />59.1<br />Bunica <br />N = 707<br />47.0<br />Floriol <br />N = 481<br />9.7<br />Raza Soarelui <br />N = 185<br />44.6<br />Unisol <br />N = 388<br />31.3<br />Ulvex <br />N = 182<br />29.2<br />Market Average <br />(mean of NPS of the brands <br />measured)<br />Cooking oil: Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />23<br />
    60. 60. 12.9<br />Aldis <br />N = 202<br />28.9<br />Campofrio <br />N = 308<br />26.4<br />Caroli <br />N = 174<br />43.0<br />Cris Tim <br />N = 395<br />45.3<br />Matache Macelarul <br />N = 161<br />33.3<br />Market Average <br />(mean of NPS of the brands <br />measured)<br />Processed Meat : Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />24<br />
    61. 61. Africana <br />N = 217<br />-8.8<br />Heidi <br />N = 125<br />47.2<br />Kandia <br />N = 160<br />41.9<br />Laura <br />N = 136<br />-12.5<br />Milka <br />N = 479<br />Poiana <br />N = 534<br />70.4<br />Primola <br />N = 215<br />39.9<br />Market Average <br />(mean of NPS of the brands <br />measured)<br />33.0<br />28.1<br />Chocolate (Tablets): Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />25<br />
    62. 62. 66.1<br />Joe <br />N = 171<br />60.2<br />Lion <br />N = 133<br />57.5<br />Mars <br />N = 134<br />68.2<br />Snickers <br />N = 217<br />56.4<br />Twix <br />N = 94<br />55.0<br />Market Average <br />(mean of NPS of the brands <br />measured)<br />Chocolate Bars and wafers : Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />26<br />
    63. 63. Amaroy <br />N = 205<br />50.7<br />Elite unspecified <br />N = 177<br />35.0<br />Doncafe unspecified <br />N = 121<br />34.7<br />Jacobs (unspecified) <br />N = 644<br />60.7<br />Jacobs Kronung (Green) <br />N = 151<br />60.3<br />Lavazza <br />N = 181<br />56.9<br />Market Average <br />(mean of NPS of the brands <br />measured)<br />40.1<br />Coffee R&G: Recommendation of the Used Brand<br />%<br />NPS*<br />*Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)<br />Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”<br />27<br />
    64. 64. Key objectives for the NPS <br />Simple measurement, benchmarking and<br />prediction<br />Deeper understanding and identification of<br />focal points<br />A way to balance short and long term<br />
    65. 65. Want to know more about your NPS score? <br />Call us to find out more about the Net Promoter Score, your results in the Romanian Benchmark Study and ways in which you can turn this data into sustainable business growth. <br />Contact Ramona Pătrășcanu, <br />Futurelab Associate Bucharest at: <br /><ul><li>rpa@futurelab.net
    66. 66. 0751229217 </li></ul>FUTURELAB<br />We assist<br /><ul><li>Marketers to maximise the return on their marketing investment.
    67. 67. Innovators to come up with meaningful propositions.
    68. 68. CEO’s to grow profits through customer-centricity.</li></ul>THE ARCHITECTS<br />Some Credentials<br />Astra Zeneca<br />Deloitte<br />Fortis Investments<br />Heineken<br />Hewlett Packard<br />Lego<br />Management Centre Europe<br />Mobistar<br />Athens <br />Brussels <br />Bucharest <br />Hamburg <br />Iasi<br />Kiev<br />Moscow<br />Shanghai<br />
    69. 69. FUTURELAB<br />OUR CREDENTIALS<br />Selected brands we recently served<br />Futurelab Blogs<br />Online Publications<br />A Dedication to Excellence<br /><ul><li>Close to 100,000 readers
    70. 70. International “standard” works
    71. 71. High profile readership
    72. 72. One – rapidly expanding - international team
    73. 73. Blending experience, talent and research
    74. 74. Dedicated to bold pragmatism in all we do
    75. 75. +75,000 high-profile readers
    76. 76. Top 50 in AdAge Power 150
    77. 77. ca. 10,000 daily feed readers</li></li></ul><li>Daedalus Group Companies and their core competencies<br /><ul><li>Daedalus Group is a one-stop-shop for information and business knowledge services.
    78. 78. The group has been set up in order to provide two major advantages to its clients:
    79. 79. High degree of specialisation and high professional standards are ensured through the existence of separate group entities
    80. 80. Clients benefit from significant savings obtained through integrating complementary services
    81. 81. Vertical integration of research, business intelligence and consulting is the group’s competitive advantage when it comes to complex projects. On one side, the companies within the group have predefined interfaces between them, assuring thus time saving, better communication and higher integration of the project objectives. On the other hand, coordination of the activities is provided internally, eliminating wasting of resources and additional costs
    82. 82. Each company within the group is considered a preferred partner in terms of priority of the job and in terms of price – therefore the Group as an entity is more flexible and less expensive as compared to any subcontracting alternative. </li></li></ul><li>2008<br />1996<br />1999<br />2001<br />2003<br />2005<br />2006<br />2007<br />Daedalus is one of the most dynamic marketing research companies in Romania<br />Daedalus expands regionally; 15% of total revenue are from regional projects. Consolidated revenue reaches almost EUR 2.5m<br />Daedalus becomes a member of Millward Brown international network, adding state-of-the-art products to the offer. <br />Marketing strategy and consulting services become part of Daedalus offer. The company has more than 30 full-time employees<br />Company just founded. The turnover is little over $20,000<br />Daedalus becomes Daedalus Millward Brown. Consolidated revenue exceeds EUR 3m.<br />Fieldwork and Intelligence divisions spin-off. Daedalus becomes a Group of companies offering data gathering, marketing research, business intelligence and marketing consulting. Consolidated revenue exceeds EUR 2m <br />Revenue exceeds Eur 1m. We start our first multi-country project<br />Company splits in two divisions - qualitative and quantitative; development of 6 regional offices for fieldwork coordination<br />

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