Answering the Ultimate Question: How Net Promoter Can Transform Your Business
November 2008, Jossey-Bass
1 Net Promoter Fundamentals and Operating Model.
A Net Promoter Primer.
Why Traditional Approaches Fail.
Net Promoter: Key Tenets.
The Net Promoter Operating Model.
Putting It Together: Implementing the Operating Model.
2 Using Customer Economics and Segmentation to Maximize Loyalty.
Quest for Customer Intimacy.
Segmenting for Optimal Results.
Calculating Return on Promoters.
Estimating the Impact of Word of Mouth.
3 Driving Change: Instill Customer-Centric DNA.
Why Discuss Change Management?
Aligning the Organization.
Getting Senior Leadership Committed.
Getting the Front Line Aligned.
Goal Setting in the Context of Change Management.
Program Governance Model.
4 Designing an Enterprise Roadmap.
Relationship Versus Transactional Survey Processes.
The Customer Corridor and Its Touch Points.
Phased Versus Big Bang Approach.
Sequencing Your Roadmap.
5 Building Trustworthy Data.
What Is Trustworthy Data?
Creating the Strategy: Three Key Elements.
The Right Customers: Measuring Who Matters.
The Right Question: Choosing the Right Metric.
The Right Questions: Fitting Survey Strategy to the Business.
Determining the Right Time to Measure.
6 Determining the Root Cause of Promoters and Detractors.
Common Analytical Approaches.
Stated Driver Analysis.
Inferential Driver Analysis.
Comparison of the Tools.
7 The Closed-Loop Process.
Defi ning Closed-Loop Excellence.
Action at All Levels.
Closing the Loop at the Front Line.
Case Study: BearingPoint Closes the Loop at the Account Level.
Closing the Loop at the Management Level.
Closing the Loop at the Executive Level.
Accountability at All Three Levels.
8 Setting Realistic Targets and Improvement Strategies.
Improvement Time Frames and Rhythm.
The Methodology for Setting Targets.
9 Innovation Drives Transformation.
Technology Enables Transformation.
Operational Improvements and Innovation.
Developing Brand-Focused Communities.
Identifying NetWorked Promoters.
Resources: Interviews Conducted.
Laura Brooks, PhD, is vice president of research and consulting at Satmetrix. She is the acknowledged expert in applying the Net Promoter discipline at an operational level. Brooks has conducted and published over thirty studies on Net Promoter, customer loyalty, and word of mouth marketing.
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