Netpromotermarsdennov08 1226604345557402 9

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The Most Sustainable Successful Businesses Get This Concept!

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Netpromotermarsdennov08 1226604345557402 9

  1. 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. 2. Lake Wobegon Purple Cows Cred Crun it ch Proo f Bad Profits Red Queens clickadvisor
  3. 3. Hello, we’re clickadvisor, a new digital insight agency that uses online brainstorming techniques to generate insight for innovation clickadvisor
  4. 4. We use Net Promoter as an insight engine clickadvisor
  5. 5. Loyalty clickadvisor
  6. 6. Loyalty = / Profitability clickadvisor
  7. 7. Satisfaction = / Loyalty = / Profitability clickadvisor
  8. 8. The Red Queen Effect clickadvisor
  9. 9. Dog IF YOU WANT LOYALTY, GET A DOG
  10. 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. 11. ake on L g be ct Wo Effe clickadvisor
  12. 12. ake on L g be ct Wo Effe 80% of CEOs believe their firm offers a superior product… clickadvisor
  13. 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. 14. Profit vs. Experience Good Profits and Sustainable Growth clickadvisor
  15. 15. Profit vs. Experience Good Profits and Sustainable Growth + profitability - clickadvisor
  16. 16. Profit vs. Experience Good Profits and Sustainable Growth + profitability - - “experience” + clickadvisor
  17. 17. Profit vs. Experience Good Profits and Sustainable Growth + profitability - - “experience” + clickadvisor
  18. 18. Profit vs. Experience Good Profits and Sustainable Growth Angel + Detainees 1 2 Angels Candidates profitability 3 - Insurgents Agnostics Missionaries - “experience” + clickadvisor
  19. 19. RECOMMENDATIONS ARE A GOOD PROXY FOR EXPERIENCE 80% OF RECOMMENDATIONS TRIGGERED BY EXPERIENCE
  20. 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. 21. clickadvisor
  22. 22. The most recommended product in it’s category grows 2.5x category average clickadvisor
  23. 23. “1 in 3 people come to a brand through personal recommendation” clickadvisor
  24. 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. 25. Radical Simplicity RECOMMENDATIONS ARE SIMPLE TO UNDERSTAND, MEASURE AND COMMUNICATE clickadvisor
  26. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 43. Hardw iring th of the e Voic Custom e Growt er into h Stra tegy
  44. 44. Radical Simplicity ONE NUMBER, ONE GOAL - NET PROMOTER USES RADICAL SIMPLICITY TO HARDWIRE THE VOICE OF THE CUSTOMER INTO YOUR GROWTH STRATEGY
  45. 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. 46. Radical Simplicity BUT A NET PROMOTER STRATEGY CAN ALIGN AN ORGANISATION AROUND CUSTOMER-FOCUSED GROWTH
  47. 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. 48. Thanks to promoterz.com for the analogy PEOPLE ARE GETTING BETTER THAN EVER AT IGNORING YOU
  49. 49. AND PRODUCT CLUTTER MAKES CUTTING THROUGH EVER MORE DIFFICULT
  50. 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. 51. 7 6% don’t believe you
  52. 52. A NET PROMOTER GROWTH STRATEGY WILL CUT THROUGH THE CLUTTER...
  53. 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. 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. 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. 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. 57. This Space for Hire A NET PROMOTER GROWTH STRATEGY WILL CUT THROUGH THE CLUTTER...
  58. 58. WOULD YOU RECOMMEND US? ...BY IGNITING WORD OF MOUTH NETWORKS
  59. 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. 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. 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. 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. 63. OH F**K! clickadvisor
  64. 64. “50% of people who say they would recommend your brand, haven’t yet recommended” A NEW ROLE FOR MARKETING - ACTIVATING ADVOCACY clickadvisor
  65. 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. 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. 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. 68. ACTIVATE PROMOTERS WITH MARKETING THAT HELPS PROMOTERS ARTICULATE THE REASON TO RECOMMEND
  69. 69. Why choose Net Promoter as your Growth Strategy clickadvisor
  70. 70. Why choose Net Promoter as your Growth Strategy Good Profits Radical Simplicity Actionable Results clickadvisor
  71. 71. Why choose Net Promoter as your Growth Strategy Good Profits Radical Simplicity Actionable Results (Open Source) clickadvisor
  72. 72. Whatever you do, make sure it’s worth talking about clickadvisor
  73. 73. clickadvisor
  74. 74. Thank you For copies please email paul.marsden@clickadvisor.com clickadvisor

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