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Net Promoter Score and Its Successful Application

In: Marketing Wisdom

Author

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  • Richard Owen

    (Owen CX Group)

Abstract

This essay is about NPS, or the Net Promoter Score. It is a methodology for measuring, and acting upon, customer perceptions of your brand, and it is incredibly popular among companies of all sizes and geographies. As part of the team that “invented” this methodology (if you can invent such a thing) we are excited by the fact that this approach has caught the imagination of so many. But equally, we are often disappointed by the results firms achieve. So, this is not a chapter about easy paths to success, but about the lessons learnt (often from failure) and the potential unrealized of what is still a foundational business concept: it is your loyal customers that grow your business.

Suggested Citation

  • Richard Owen, 2019. "Net Promoter Score and Its Successful Application," Management for Professionals, in: Kartikeya Kompella (ed.), Marketing Wisdom, pages 17-29, Springer.
    • Handle: RePEc:spr:mgmchp:978-981-10-7724-1_2
    DOI: 10.1007/978-981-10-7724-1_2
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    Cited by:

    1. Agag, Gomaa & Ali Durrani, Baseer & Hassan Abdelmoety, Ziad & Mostafa Daher, Maya & Eid, Riyad, 2024. "Understanding the link between net promoter score and e-WOM behaviour on social media: The role of national culture," Journal of Business Research, Elsevier, vol. 170(C).
    2. Agag, Gomaa & Durrani, Baseer Ali & Shehawy, Yasser Moustafa & Alharthi, Majed & Alamoudi, Hawazen & El-Halaby, Sherif & Hassanein, Ahmed & Abdelmoety, Ziad H., 2023. "Understanding the link between customer feedback metrics and firm performance," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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