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Answering the Ultimate Question: How Net Promoter Can Transform Your Business |  |
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Answering the Ultimate Question: How Net Promoter Can Transform Your Business | |
Fred Reichheld's 2006 book The Ultimate Question—that question being, "How likely is it that you would recommend this company to a friend or colleague?"—challenged the conventional wisdom of customer satisfaction programs. It coined the terms "bad profits" and "good profits" and pointed to a faster, much more accurate way of gauging customers' real loyalty to a company, introducing a quantitative measure (the Net Promoter Score) for establishing a baseline and effectively tracking changes going forward. Richard Owen and Laura Brooks are co-developers, along with Reichheld, of the methodology behind answering the question. In this book, Owen and Brooks tell how—based on a variety of real case studies—to actually embed Net Promoter discipline in organizations of all types.
Answering the Ultimate Question builds on the link between Net Promoter Scores and business growth and profitability. Combined with an operational discipline to increase Promoters and reduce Detractors, Net Promoter represents a potential win-win for businesses and their customers. The Net Promoter Score offers a near-real-time metric closely coupled and correlated with precipitating actions. Instead of waiting months for long, drawn-out surveying, analysis, and interpretations, Net Promoter will affect real, positive change for those organizations that apply it correctly. Drawing on illustrative case-study findings from the more than eighty companies for which the authors have helped to put Customer Experience Management and Net Promoter disciplines in place, this book is designed to help apply Net Promoter correctly, and foster growth and profitability in any organization.
作者简介 Richard Owen is CEO of Satmetrix. Satmetrix was instrumental in developing the concept of Net Promoter and is dedicated to helping organizations apply and benefit from this revolutionary approach using innovative technology and services.
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.
媒体推荐 "...this detailed and lengthy book...looks at ways in which companies' NPS ratings can be improved" (Research Magazine, February 2009)
专业书评 From the Back Cover
Praise for Answering the Ultimate Question
"A gritty, practical, how-to guide for anyone looking to implement high-impact customer loyalty programs. Loaded with tips and tricks—the things you need to know to use Net Promoter as a discipline for building a more profitable business."
—Ralph A. Oliva, executive director, Institute for the Study of Business Markets; Professor of Marketing, Smeal College of Business, Penn State University
"Most customer loyalty management efforts fail because of poor implementation and a lack of attention to detail. This book provides organizations implementing a Net Promoter program with a comprehensive and detailed road map to avoid the pitfalls and traps in execution."
—Das Narayandas, James J. Hill Professor of Business Administration, Harvard Business School
"Every top executive needs to understand not only why Net Promoter matters, but how to fully implement it to transform business. Answering the Ultimate Question is the book that will tell you both. Learning how to integrate Net Promoter into your operations can deliver a real bottom-line difference to your company."
—William J. Amelio, CEO, Lenovo
"Answering the Ultimate Question clearly illustrates that Net Promoter is not simply about surveying clients, but rather represents a unique and powerful way to run a truly client-centric business. Richard's and Laura's book is a virtual 'how-to manual' for leaders seeking to transform their business."
—Troy Stevenson, vice president, Client Feedback & Loyalty, Charles Schwab
目录
Introduction.
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.
Conclusion.
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.
Conclusion.
4 Designing an Enterprise Roadmap.
Customer Solutions.
Relationship Versus Transactional Survey Processes.
The Customer Corridor and Its Touch Points.
Employee Solutions.
Phased Versus Big Bang Approach.
Sequencing Your Roadmap.
Conclusion.
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.
Other Considerations.
Conclusion.
6 Determining the Root Cause of Promoters and Detractors.
Common Analytical Approaches.
Stated Driver Analysis.
Inferential Driver Analysis.
Comparison of the Tools.
Conclusion.
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.
Conclusion.
8 Setting Realistic Targets and Improvement Strategies.
Relative Performance.
Cultural Differences.
Compensation.
Improvement Time Frames and Rhythm.
The Methodology for Setting Targets.
Conclusion.
9 Innovation Drives Transformation.
Technology Enables Transformation.
Operational Improvements and Innovation.
Developing Brand-Focused Communities.
Identifying NetWorked Promoters.
Conclusion.
Resources: Interviews Conducted.
References.
Acknowledgments.
The Authors.
Index.
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