Direct Marketing | Maximize response rate, engagement and ROI. John Fischbeck
Leverage digital inbound marketing techniques with your direct marketing initiatives. A Mortgage Brokers primer to maximizing response rates, engagement and ROI. LeadSync is free.
Visit http://www.mortgageleadsolutions.com/ss-001
Presentation by Paul Everett at the B2B Summit 2013, London. Uncut, with a whole extra bonus 6 or 7 slides.
Here's the first six sins (see the presentation for number seven!):
One: data: we didn’t know you existed
Two: Brand: you didn’t know we existed
Three: Content: we tried to appeal to everyone
Four: Calls to action: we left you on your own
Five: Sales alignment: no-one followed up the leads
Six: Focus: we didn’t have time to equip sales to sell
Link to sign up for Sales Mastery https://qh126.infusionsoft.com/app/manageCart/addProduct?productId=1414
Link for LEAD CONVERSION PLAYBOOK https://www.linkedin.com/pulse/lead-conversion-playbook-mortgage-coach-dave-savage/
With all the hype around entrepreneurship these days,
I think it’s time to give an honest account from the Dark
Side on what it’s really like to run an early stage start-up
company.
Direct Marketing | Maximize response rate, engagement and ROI. John Fischbeck
Leverage digital inbound marketing techniques with your direct marketing initiatives. A Mortgage Brokers primer to maximizing response rates, engagement and ROI. LeadSync is free.
Visit http://www.mortgageleadsolutions.com/ss-001
Presentation by Paul Everett at the B2B Summit 2013, London. Uncut, with a whole extra bonus 6 or 7 slides.
Here's the first six sins (see the presentation for number seven!):
One: data: we didn’t know you existed
Two: Brand: you didn’t know we existed
Three: Content: we tried to appeal to everyone
Four: Calls to action: we left you on your own
Five: Sales alignment: no-one followed up the leads
Six: Focus: we didn’t have time to equip sales to sell
Link to sign up for Sales Mastery https://qh126.infusionsoft.com/app/manageCart/addProduct?productId=1414
Link for LEAD CONVERSION PLAYBOOK https://www.linkedin.com/pulse/lead-conversion-playbook-mortgage-coach-dave-savage/
With all the hype around entrepreneurship these days,
I think it’s time to give an honest account from the Dark
Side on what it’s really like to run an early stage start-up
company.
WEBINAR - PR Measurement Pays: Connecting Media Coverage to Business ObjectivesAgility PR Solutions
Here are the slides from our webinar - PR Measurement Pays: Connecting Media Coverage to Business Objectives:
PR drives revenue. It impacts P&L. It has a direct effect on whether or not your organization reaches its goals.
Understanding how - and what's working (or isn't) - is critical.
The good news? It's easy.
In this 45-minute webinar, Measurement Queen Katie Paine is going to walk us through three examples of organizations - both for-profit and non-profit - that aligned their media metrics to their business objectives...and saw success because of it.
In this webinar we learnt how PR measurement has evolved, how to choose the right metrics, and how to finally and clearly prove that PR contributes to the bottom line.
Content marketing is inescapable. But proving it's efficacy can be much more elusive. Emily Burkhart of Stryde shares her approach to quantifying and proving the value of content marketing campaigns. Presentation originally given at Inbound Marketing SLC: Content Marketing Focus on August 6, 2015.
This presentation describes the need to communicate Data.
It analyzes the HBR Article "Data is Worthless if You Don’t Communicate It" by Thomas H. Davenport.
You only get one chance to implement and launch a lottery correctly. It is hard and expensive to go back and fix it later.
Few critical aspects on why these lotteries fail or what really goes wrong with them. Many of our customers have gone through one or more of the issues highlighted below in their first failed attempt. We then have helped these lotteries turn around with our highly experienced team and world-class technology.
The Five Golden Rules of B2B marketing by Mark JonesMark Jones
It's time to simplify the jargon, look beyond our brands and engage customers via stories that connect our hearts and minds. This presentation was delivered at Mumbrella's B2B Marketing Summit in Sydney on September 5, 2019 to a standing-room only audience.
In addition to the Five Golden Rules, I begin to introduce the Beliefonomics brand storytelling framework. For more information, visit markhjones.net
Some people say media relations is a lost art. Some people are right. In this 60-minute webinar, Katy Pollard — she of Listening Pig public relations — will remind us just how important our relationships with journalists are, and teach us how to recapture what so many of us seem to have lost.
Greysmoke's 11 Maxims on B2B Demand Generation CampaignsBaker Egerton
A visual whitepaper describing 11 fundamentals that every demand generation campaign for the enterprise should consider. Helpful insight for anyone who wants a peek at some of the complex considerations surrounding campaigns.
Social Selling University - Selling to Crazy Busy Prospects - Jill KonrathInsideView
Having a tough time capturing and keeping the attention of today’s stressed-out decision makers? In this webinar, you’ll learn:
•How being crazy-busy impacts your prospects’ thinking, decision making and expectations.
•Three critical mistakes that will kill your chances of setting up a meeting with a potential customer.
•The four key factors your prospects use to determine if they’ll continue the conversation with you — or not.
•Why leveraging social media is absolutely critical to your sales success today.
How To Run A Great Request For Proposal (RFP) Process - Search Leeds 2019Matt Holmes
My slides from Search Leeds 2019. I talk about how to run a great request for proposal (RFP) process but it's more about how to hire a great agency and how good agencies win pitches
Breaking a few Social Media Myths, by German Ramirez SPARK & STRATEGY Digital...German Ramirez
This is an extract of a presentation that I have held in several conferences and seminars about Social Media. It is meant to give an idea of our philosophy and thinking. But above all, it is meant as a thought provoking collection of statements.
SALES & MARKETING!
It’s a dirty word. Actually it’s not far off an expletive in today’s world. It turns stomachs and sends people running for cover.
However there is a light an the end of the funnel for our weary sales and marketing people. It involves the law of seduction and we outline the principles here with the second slideshare episode of our S&M series.
Save yourself time and money and check it out below. If you agree with our findings, check out the first of our S&M slideshares and like or share it on your own social media channel of choice.
If you disagree, we’ll settle our differences over an arm wrestle or a game of rock, paper, scissors. Either way, we won’t budge from our beliefs because we see the proof and results every day. The numbers don’t lie.
The 2015 RSW/US New Year Outlook survey was completed by 123 senior level Marketers and 158 Marketing Agency executives during December, 2014.
The purpose of the survey was to glean insights relative to marketer and agency perspective as they each headed into 2015.
Topics explored included “troubling trends”, spending expectations, the impact of Republican control of the House and Senate, the value of using search consultants to help manage searches and the movement to consolidate agency rosters, among many others.
As in the past, Adweek contributed questions which were included in both the marketer and the agency survey.
In some cases, we compared the responses of questions in this survey to the same question asked as far back as 2010 to help provide yearly perspective.
Our hope is the key findings and implications from this study are of value as you kick your marketing and sales planning into gear for 2015.
WEBINAR - PR Measurement Pays: Connecting Media Coverage to Business ObjectivesAgility PR Solutions
Here are the slides from our webinar - PR Measurement Pays: Connecting Media Coverage to Business Objectives:
PR drives revenue. It impacts P&L. It has a direct effect on whether or not your organization reaches its goals.
Understanding how - and what's working (or isn't) - is critical.
The good news? It's easy.
In this 45-minute webinar, Measurement Queen Katie Paine is going to walk us through three examples of organizations - both for-profit and non-profit - that aligned their media metrics to their business objectives...and saw success because of it.
In this webinar we learnt how PR measurement has evolved, how to choose the right metrics, and how to finally and clearly prove that PR contributes to the bottom line.
Content marketing is inescapable. But proving it's efficacy can be much more elusive. Emily Burkhart of Stryde shares her approach to quantifying and proving the value of content marketing campaigns. Presentation originally given at Inbound Marketing SLC: Content Marketing Focus on August 6, 2015.
This presentation describes the need to communicate Data.
It analyzes the HBR Article "Data is Worthless if You Don’t Communicate It" by Thomas H. Davenport.
You only get one chance to implement and launch a lottery correctly. It is hard and expensive to go back and fix it later.
Few critical aspects on why these lotteries fail or what really goes wrong with them. Many of our customers have gone through one or more of the issues highlighted below in their first failed attempt. We then have helped these lotteries turn around with our highly experienced team and world-class technology.
The Five Golden Rules of B2B marketing by Mark JonesMark Jones
It's time to simplify the jargon, look beyond our brands and engage customers via stories that connect our hearts and minds. This presentation was delivered at Mumbrella's B2B Marketing Summit in Sydney on September 5, 2019 to a standing-room only audience.
In addition to the Five Golden Rules, I begin to introduce the Beliefonomics brand storytelling framework. For more information, visit markhjones.net
Some people say media relations is a lost art. Some people are right. In this 60-minute webinar, Katy Pollard — she of Listening Pig public relations — will remind us just how important our relationships with journalists are, and teach us how to recapture what so many of us seem to have lost.
Greysmoke's 11 Maxims on B2B Demand Generation CampaignsBaker Egerton
A visual whitepaper describing 11 fundamentals that every demand generation campaign for the enterprise should consider. Helpful insight for anyone who wants a peek at some of the complex considerations surrounding campaigns.
Social Selling University - Selling to Crazy Busy Prospects - Jill KonrathInsideView
Having a tough time capturing and keeping the attention of today’s stressed-out decision makers? In this webinar, you’ll learn:
•How being crazy-busy impacts your prospects’ thinking, decision making and expectations.
•Three critical mistakes that will kill your chances of setting up a meeting with a potential customer.
•The four key factors your prospects use to determine if they’ll continue the conversation with you — or not.
•Why leveraging social media is absolutely critical to your sales success today.
How To Run A Great Request For Proposal (RFP) Process - Search Leeds 2019Matt Holmes
My slides from Search Leeds 2019. I talk about how to run a great request for proposal (RFP) process but it's more about how to hire a great agency and how good agencies win pitches
Breaking a few Social Media Myths, by German Ramirez SPARK & STRATEGY Digital...German Ramirez
This is an extract of a presentation that I have held in several conferences and seminars about Social Media. It is meant to give an idea of our philosophy and thinking. But above all, it is meant as a thought provoking collection of statements.
SALES & MARKETING!
It’s a dirty word. Actually it’s not far off an expletive in today’s world. It turns stomachs and sends people running for cover.
However there is a light an the end of the funnel for our weary sales and marketing people. It involves the law of seduction and we outline the principles here with the second slideshare episode of our S&M series.
Save yourself time and money and check it out below. If you agree with our findings, check out the first of our S&M slideshares and like or share it on your own social media channel of choice.
If you disagree, we’ll settle our differences over an arm wrestle or a game of rock, paper, scissors. Either way, we won’t budge from our beliefs because we see the proof and results every day. The numbers don’t lie.
The 2015 RSW/US New Year Outlook survey was completed by 123 senior level Marketers and 158 Marketing Agency executives during December, 2014.
The purpose of the survey was to glean insights relative to marketer and agency perspective as they each headed into 2015.
Topics explored included “troubling trends”, spending expectations, the impact of Republican control of the House and Senate, the value of using search consultants to help manage searches and the movement to consolidate agency rosters, among many others.
As in the past, Adweek contributed questions which were included in both the marketer and the agency survey.
In some cases, we compared the responses of questions in this survey to the same question asked as far back as 2010 to help provide yearly perspective.
Our hope is the key findings and implications from this study are of value as you kick your marketing and sales planning into gear for 2015.
This is a Futurelab Action Guide I wrote up on the topic of customer centricity.
Before you criticise the small fonts: it's designed for use on a small/computer screen only :-)
Every three years we conduct global research
into “What it Takes to Win Business” based on
the perspectives of 178 global Buyers and Sales
Professionals from a range of industry sectors.
We use the findings to help our clients understand
how their customers make their buying decisions,
become more customer-centric and improve their
win/loss ratio.
Why Omnichannel Success Starts with Customer Empathy
RIS News and Cognizant examine the likes and dislikes of 5,300 shoppers to help retailers prioritize investments that range from in-store and online interactions to omnichannel integration and flexible fulfillment. The study finds gaps where retailers are underutilizing their capabilities and uncovers practical tips and methods to close them.
The Greek philosopher Heraclitus said, “The only thing that is constant is change,” and nowhere does this seem truer than in the world of marketing. Change seems to happen more frequently and with more severe consequences than ever before. Learn about five key factors driving complexity in today's marketplace.
Most marketers are obsessed with the conversion: that magical moment when all of our hard work is validated. It's a glorious, "home run" moment. But lost in our collective conversion maximizing obsession is what happens after the form is submitted or the sale is complete. For most organizations, the answer is simple: nothing. And for marketers to maximize their potential, this must change. We must stop viewing the conversion as the "home run" and start considering it first base.
By the end of this session, you'll learn how to:
- Discover what data is most predictive of each milestone in the funnel from initial contact to MQL/SQL to close/completed sale
- Build a strategy specific to each milestone
- Uncover the most common mistakes performance marketers make in conversion strategies
Identify post-conversion KPIs you're not measuring but should be
An introduction to NPS - Net Promoter ScoreStartquestion
Learn how to gather valuable data with the use of a client loyalty assessment tool.
Startquestion - Online surveys, forms, and tests.
Net Promoter, Net Promoter Score, and NPS are registered trademarks of Satmetrix Inc., Bain & Company Inc., and Fred Reicheld.
Learn more about how to avoid mistakes in NPS surveys:
https://blog.startquestion.com/7-mistakes-in-nps-questions-find-out-how-not-to-make-them-in-your-online-survey/
Acquire Grow & Retain customers - The business imperative for Big DataIBM Software India
The emergence of Big Data and Analytics has changed the way marketing decisions are made. Marketing has moved away from traditional ‘generalisation’ practices such as customer segmentation, geographical targeting etc. and is focussing more on the individual – the ‘Chief Executive Customer’.
In November 2015, 40 leading marketing executives gathered in Sydney to talk about measuring marketing effectiveness in an always on marketing world. The discussion that followed is presented here.
Buyers can now discover nearly everything about companies, products and
services from websites and other Web sources, including what customers are
saying on social media.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
Etsy Marketing Guide - Tips For Selling Digital Products
Net promoter score (N.P.S) SCAM
1. N.P.S. scam
It’s extremely disturbing when I walk into clients meeting rooms to
hear about N.P.S. and this, while we discuss serious matters such
as customer service performance.
Who said” you cannot fool all the people all the time”?
Nevertheless, more neck breaking is the fact that many” business
people” fool themselves, with utter conviction, by singing praises
to N.P.S. when any smart person knows that N.P.S is nothing but
a form of intellectual mafia. An invention based on nothing, talks
about nothing and delivers nothing.
I have swum in data lakes and statistics for over 30 years, my
customers receive actionable marketing statistics and many
statistical tools have been successfully launched to gain even more
strategic insights. It can be different.
.
Today I am very interested to know why so many people still want
to glorify this N.P.S. nonsense. For the hardliners who still see
N.P.S. as the golden calf, here are the main reasons why this
measurement should not exist; something people believe it is but it
isn’t.
1. N.P.S. is not a measurement of customer service
performance. It’s not even a measurement of loyalty but a
simple figure of recommendation. A useless score from a
question that customers don’t even understand. A score for
which we can’t find correlations with satisfaction, re-purchase
or other measurements. What’s the meaning of
recommendation? As an example, in the Middle-East, a client
who is satisfied with a product will recommend the same
product to his competitors. Recommendation, as a
measurement, has never been a corner stone of client’s
2. evaluation, behavior or prediction. The client is more
complex than an N.P.S. score. The marketing variables need
sophisticated statistics before we can really understand them.
N.P.S. is a mockery of robust statistics.
2. The use of a basic 11-point numerical Likert scale doesn’t
allow for international comparison, as with this type of
scaling we neglect important cultural differences. Some good
examples of the limitations of this type of scaling are
comparisons between Italian and German satisfaction scores,
European and Asian satisfaction scores. This means that the
N.P.S. calculations, as such, are missing statistical validation.
Moreover when doing some mathematics on this type of
N.P.S. calculations all statistical coherences disappears, and of
course, using such a broad numerical scaling, in this context,
means hiding clear results.
3. The output of N.P.S. supplies no information, impossible to
read, to interpret or to elaborate action plans based on the
results. As the N.P.S. propaganda declares “change over
time” as the main outcome for analysis, what do you do
when, during 8 quarters, your company’s turnover declines
while your N.P.S. stays at good levels? An interesting test for
those top 500 companies using N.P.S. would be to correlate
2017-2018 revenues with their N.P.S. scores.
4. The N.P.S. way of data collection and data handling is
probably the most harmful part because each company can
set out their own rules and procedures e.g. data collection,
per month or per quarter dependent on the sample size or the
response rate. It is rare for a client to respond twice during
the same year to the same survey. Moreover nearly half of
your clients prefer that the information given stays
confidential as they want to preserve their good relationship
with the sales rep. or the customer service department. A lot
3. of clients find this N.P.S. scale scoring childish. The overall
concern is about response, which response rates are
acceptable? When a company wants to track this
recommendation for their 100 most important clients and for
the first wave the response rate is 10% and the second wave
5%, what do you do with the non-responses? How can you
measure evolution over time? When are the differences in
scores significant and with which sample size? Which margins
of error are acceptable? Here, we have a critical situation in
data collection and data handling; both become, for the
companies involved with N.P.S., an excellent playground for
internal manipulation of results. The data are not only useless,
they can’t be trusted either.
The promoters of the N.P.S. want us to believe that their
measurement is the Holy Grail for predicting turnover; this is the
biggest lie of the century. We tested this for many years and the
results are negative and totally inconsistent.
So, why are companies using N.P.S.?
- Self-fulfilling prophecy: a false definition of the situation
evoking a new behavior which makes the original false
conception become reality
- Simplicity: you don’t need to think
- Financial: spending low budgets for Fata Morgana’s
- Political: the truth hurts
- Easily manipulative: keep bonuses
- Community: be a member of a club
Serving more than 150 international corporations, we observe in
B2B industries, a severe under spending in strategic marketing and
market research. Most of the financial groups, ultimate owners
4. behind a lot of these corporations, are squeezing budgets and
don’t show interest at all in marketing analysis. A ridiculous N.P.S.
measurement perfectly suits this short term thinking.
Another reason why N.P.S. still exists is the hard will to cover up
the reality of business situations. To avoid real discussions about
what’s going on and to demotivate those who want change
management. Moreover N.P.S. fits perfectly with postponing
decisions and keeping everybody in a comfortable warm bed.
Using N.P.S. is promoting status quo and is for people who want
to fool everybody. It is basically one of the biggest fraudulent lies
we ever met in marketing. Finally those who sway with N.P.S. do
not respect their customers; they make their customers look
ridiculous.
Can it been done differently?
In our company, and for customer experience, we work with real
statistics and have, for every survey, five rules:
1. To work with semantic scales
2. To define 10 KPI’s
3. To leave the decision to the client to define the 50 most
important service attributes to them
4. To deliver actionable data based on robust statistics
5. To ensure anonymity of the responder which, can be given
up should the respondent choose to
Dominique Deserrano
Managing Director
Sweeney International Ltd.
d.deserrano@sweeney-int.com