Netpromotermarsdennov08 1226604345557402 9
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The Most Sustainable Successful Businesses Get This Concept!

The Most Sustainable Successful Businesses Get This Concept!

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Netpromotermarsdennov08 1226604345557402 9 Presentation Transcript

  • 1. Net Promoter A Recession Proof Growth Strategy clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 2. Lake Wobegon Purple Cows Cred Crun it ch Proo f Bad Profits Red Queens clickadvisor
  • 3. Hello, we’re clickadvisor, a new digital insight agency that uses online brainstorming techniques to generate insight for innovation clickadvisor
  • 4. We use Net Promoter as an insight engine clickadvisor
  • 5. Loyalty clickadvisor
  • 6. Loyalty = / Profitability clickadvisor
  • 7. Satisfaction = / Loyalty = / Profitability clickadvisor
  • 8. The Red Queen Effect clickadvisor
  • 9. Dog IF YOU WANT LOYALTY, GET A DOG
  • 10. Bad Profits Telecoms - Customers can’t get Best Deals Hotels - Phone Bills > Room Charge Airlines - Change Fees Trains - SLA - what SLA? Music - DRM - It’s yours but... Car Hire - Refilling costs Utilities - What goes up stays up clickadvisor
  • 11. ake on L g be ct Wo Effe clickadvisor
  • 12. ake on L g be ct Wo Effe 80% of CEOs believe their firm offers a superior product… clickadvisor
  • 13. ake on L g be ct Wo Effe 80% of CEOs believe their firm offers a superior product… …8% of their customers agree clickadvisor
  • 14. Profit vs. Experience Good Profits and Sustainable Growth clickadvisor
  • 15. Profit vs. Experience Good Profits and Sustainable Growth + profitability - clickadvisor
  • 16. Profit vs. Experience Good Profits and Sustainable Growth + profitability - - “experience” + clickadvisor
  • 17. Profit vs. Experience Good Profits and Sustainable Growth + profitability - - “experience” + clickadvisor
  • 18. Profit vs. Experience Good Profits and Sustainable Growth Angel + Detainees 1 2 Angels Candidates profitability 3 - Insurgents Agnostics Missionaries - “experience” + clickadvisor
  • 19. RECOMMENDATIONS ARE A GOOD PROXY FOR EXPERIENCE 80% OF RECOMMENDATIONS TRIGGERED BY EXPERIENCE
  • 20. Advocacy Trust Favourability Familiarity IPSOS Reputation Pyramid “Our work shows that there is a strong correlation between an organisation's reputation and its ability to successfully market to consumers” IPSOS 2008 RECOMMENDATIONS ARE A GOOD PROXY FOR EXPERIENCE clickadvisor CUSTOMER ADVOCACY DRIVES REPUTATION
  • 21. clickadvisor
  • 22. The most recommended product in it’s category grows 2.5x category average clickadvisor
  • 23. “1 in 3 people come to a brand through personal recommendation” clickadvisor
  • 24. “Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … Remarkable marketing is the art of building things worth noticing right into your product or service.” Seth Godin clickadvisor
  • 25. Radical Simplicity RECOMMENDATIONS ARE SIMPLE TO UNDERSTAND, MEASURE AND COMMUNICATE clickadvisor
  • 26. Profit vs. Experience Good Profits and Sustainable Growth Low Neutral High clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 27. Profit vs. Experience Good Profits and Sustainable Growth + profitability - Low Neutral High clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 28. Profit vs. Experience Good Profits and Sustainable Growth + profitability - Low Neutral High clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 29. Profit vs. Experience Good Profits and Sustainable Growth Angel + Detainees 1 2 Angels Candidates profitability 3 - Insurgents Agnostics Missionaries Low Neutral High propensity to recommend clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 30. Propensity to Recommend How likely would you be to recommend us to a friend? Please rate us on a scale of 0-10 where 0 = Extremely Unlikely and 10 = Very Likely Promoters 259 4% 5 Passives 160 - Detractors 64 13% 483 41% = (NPS) clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 31. Propensity to Recommend How likely would you be to recommend us to a friend? Please rate us on a scale of 0-10 where 0 = Extremely Unlikely and 10 = Very Likely 0 1 2 3 4 5 6 7 8 9 10 Promoters 259 4% 5 Passives 160 - Detractors 64 13% 483 41% = (NPS) clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 32. Propensity to Recommend How likely would you be to recommend us to a friend? Please rate us on a scale of 0-10 where 0 = Extremely Unlikely and 10 = Very Likely 0 1 2 3 4 5 6 7 8 9 10 Detainees + Insurgents Angels + Missionaries = Detractors = Promoters Promoters 259 4% 5 Passives 160 - Detractors 64 13% 483 41% = (NPS) clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 33. Propensity to Recommend How likely would you be to recommend us to a friend? Please rate us on a scale of 0-10 where 0 = Extremely Unlikely and 10 = Very Likely What’s the one thing we could do to most improve our score? Tag & Vote clickadvisor
  • 34. Net Promoter is a Customer-focused Growth Strategy Good Profits and Sustainable Growth Priority 1 Priority 1 Priority 1 Priority 2 Priority 2 Priority 2 Priority 3 Priority 3 Priority 3 Priority 1 Priority 1 Priority 1 Priority 2 Priority 2 Priority 2 Priority 3 Priority 3 Priority 3 Low Neutral High clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 35. Net Promoter is a Customer-focused Growth Strategy Good Profits and Sustainable Growth Priority 1 Priority 1 Priority 1 + Priority 2 Priority 2 Priority 2 profitability Priority 3 Priority 3 Priority 3 Priority 1 Priority 1 Priority 1 - Priority 2 Priority 2 Priority 2 Priority 3 Priority 3 Priority 3 Low Neutral High clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 36. Net Promoter is a Customer-focused Growth Strategy Good Profits and Sustainable Growth Priority 1 Priority 1 Priority 1 + Priority 2 Priority 2 Priority 2 profitability Priority 3 Priority 3 Priority 3 Priority 1 Priority 1 Priority 1 - Priority 2 Priority 2 Priority 2 Priority 3 Priority 3 Priority 3 Low Neutral High propensity to recommend clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 37. Net Promoter is a Customer-focused Growth Strategy Good Profits and Sustainable Growth Interface Support Coupons Priority 1 Priority 1 Priority 1 Priority 2 Priority 2 Priority 2 Priority 3 Priority 3 Priority 3 Low Neutral High clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 38. Net Promoter is a Customer-focused Growth Strategy Good Profits and Sustainable Growth + Interface Support Coupons profitability Priority 1 Priority 1 Priority 1 - Priority 2 Priority 2 Priority 2 Priority 3 Priority 3 Priority 3 Low Neutral High clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 39. Net Promoter is a Customer-focused Growth Strategy Good Profits and Sustainable Growth + Interface Support Coupons profitability Priority 1 Priority 1 Priority 1 - Priority 2 Priority 2 Priority 2 Priority 3 Priority 3 Priority 3 Low Neutral High propensity to recommend clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 40. Net Promoter is a Customer-focused Growth Strategy Good Profits and Sustainable Growth + Interface Support Coupons profitability Priority 1 Priority 1 Priority 1 - Priority 2 Priority 2 Priority 2 Priority 3 Priority 3 Priority 3 46%p 7% Neutral p+e Low u u r High PS Sha propensity to recommend N et M ark clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 41. Net Promoter is a Customer-focused Growth Strategy Good Profits and Sustainable Growth How likely would you be to recommend us to a friend? Please rate us on a scale of 0-10 where 0 = Extremely Unlikely and 10 = Very Likely What’s the one housework tip you’d most likely recommend to a friend? Tag & Vote led et- ion ark vat M no In clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 42. Net Promoter is a Customer-focused Growth Strategy Good Profits and Sustainable Growth How likely would you be to recommend us to a friend? Please rate us on a scale of 0-10 where 0 = Extremely Unlikely and 10 = Very Likely What’s the one thing we could do to most improve our score? M gains 38 ty £ vi ti p 68% duc S u pro NP clickadvisor
  • 43. Hardw iring th of the e Voic Custom e Growt er into h Stra tegy
  • 44. Radical Simplicity ONE NUMBER, ONE GOAL - NET PROMOTER USES RADICAL SIMPLICITY TO HARDWIRE THE VOICE OF THE CUSTOMER INTO YOUR GROWTH STRATEGY
  • 45. “The authors found that the linkage between the Net Promoter Score and subsequent customer behavior was modest at best; models based on multiple variables consistently outperformed models based on Net Promoter” NET PROMOTER CAN’T BEAT MULTIVARIATE MODELS AS A FORECASTING TOOL clickadvisor
  • 46. Radical Simplicity BUT A NET PROMOTER STRATEGY CAN ALIGN AN ORGANISATION AROUND CUSTOMER-FOCUSED GROWTH
  • 47. Thanks to promoterz.com for the analogy AND ONE MORE THING, A NET PROMOTER STRATEGY FUTURE-PROOFS YOUR ORGANISATION BY HARNESSING POWERFUL FREE MEDIA: PEOPLE MEDIA
  • 48. Thanks to promoterz.com for the analogy PEOPLE ARE GETTING BETTER THAN EVER AT IGNORING YOU
  • 49. AND PRODUCT CLUTTER MAKES CUTTING THROUGH EVER MORE DIFFICULT
  • 50. Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! Buy Me! AND PRODUCT CLUTTER MAKES CUTTING THROUGH EVER MORE DIFFICULT Buy Me!
  • 51. 7 6% don’t believe you
  • 52. A NET PROMOTER GROWTH STRATEGY WILL CUT THROUGH THE CLUTTER...
  • 53. % of c 92% rate w onsume ord of rs who best so mouth inform urce of NOP a World tion 2005 A NET PROMOTER GROWTH STRATEGY WILL CUT THROUGH THE CLUTTER...
  • 54. Custom #1 is #1 i er Adv ocacy purcha nfluence on (Weber se dec wick 2 isions Shand 008) A NET PROMOTER GROWTH STRATEGY WILL CUT THROUGH THE CLUTTER...
  • 55. % likel 91% produc y to tr t or se y a ne w recomm persona rvice if ended lly World to the NOP 2005 m A NET PROMOTER GROWTH STRATEGY WILL CUT THROUGH THE CLUTTER...
  • 56. Avera 56 ge bra mentio nd convers ns in ation p Fay 20 er we (Keller 06) ek A NET PROMOTER GROWTH STRATEGY WILL CUT THROUGH THE CLUTTER...
  • 57. This Space for Hire A NET PROMOTER GROWTH STRATEGY WILL CUT THROUGH THE CLUTTER...
  • 58. WOULD YOU RECOMMEND US? ...BY IGNITING WORD OF MOUTH NETWORKS
  • 59. Net Promoter as Credit-Crunch Proof Growth Strategy Beating the credit crunch by activating promoters Low Neutral High clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 60. Net Promoter as Credit-Crunch Proof Growth Strategy Beating the credit crunch by activating promoters + profitability - Low Neutral High clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 61. Net Promoter as Credit-Crunch Proof Growth Strategy Beating the credit crunch by activating promoters + profitability - Low Neutral High clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 62. Net Promoter as Credit-Crunch Proof Growth Strategy Beating the credit crunch by activating promoters Angel + Detainees 1 2 Angels Candidates profitability 3 - Insurgents Agnostics Missionaries Low Neutral High propensity to recommend clickadvisor Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld
  • 63. OH F**K! clickadvisor
  • 64. “50% of people who say they would recommend your brand, haven’t yet recommended” A NEW ROLE FOR MARKETING - ACTIVATING ADVOCACY clickadvisor
  • 65. Propensity to Recommend How likely would you be to recommend us to a friend? Please rate us on a scale of 0-10 where 0 = Extremely Unlikely and 10 = Very Likely What’s the main reason you’d give for recommending us? Use i your nsights - to mark to b eting rief that build cam agency Tag & Vote artic help pr paigns ulate omote to re the re rs comm ason end clickadvisor
  • 66. Propensity to Recommend How likely would you be to recommend us to a friend? Please rate us on a scale of 0-10 where 0 = Extremely Unlikely and 10 = Very Likely What’s the main reason you’d give for recommending us? Use i your nsights - to mark to b eting rief that build cam agency Tag & Vote artic help pr paigns ulate omote to re the re rs comm ason end clickadvisor
  • 67. Propensity to Recommend How likely would you be to recommend us to a friend? Please rate us on a scale of 0-10 where 0 = Extremely Unlikely and 10 = Very Likely What’s the main reason you’d give for recommending us? Use i your nsights - to mark to b eting rief that build cam agency Tag & Vote artic help pr paigns ulate omote to re the re rs comm ason end clickadvisor
  • 68. ACTIVATE PROMOTERS WITH MARKETING THAT HELPS PROMOTERS ARTICULATE THE REASON TO RECOMMEND
  • 69. Why choose Net Promoter as your Growth Strategy clickadvisor
  • 70. Why choose Net Promoter as your Growth Strategy Good Profits Radical Simplicity Actionable Results clickadvisor
  • 71. Why choose Net Promoter as your Growth Strategy Good Profits Radical Simplicity Actionable Results (Open Source) clickadvisor
  • 72. Whatever you do, make sure it’s worth talking about clickadvisor
  • 73. clickadvisor
  • 74. Thank you For copies please email paul.marsden@clickadvisor.com clickadvisor