“People’s willingness to buy, recommend, work for and invest in a company is driven 60% by their perceptions of the company and only 40% by their perceptions of their products.”
I spend a lot of time looking at NPS – the Net Promotor System – the measurement of the ultimate question… “Would you recommend us to a friend.
Of all the KPI’s that get tracked and measured at an operational level.. NPS is the one measurement that gets reported upwards. Its a measurable in “digital” and in our customers experience that has board room recognition.
NPS is a lead-indicator of the future financial success of a business. It’s owned by Bain and they ‘work it’ nicely. They have earned attention.
I find myself looking at Forresters Cxi measurements…another spin on advocacy and I find myself reading The Reputation Institutes statement above.
If willingness to engage/consume/recommend is driven by peoples perceptions of a company – and I then reflect upon the multitude of comments on Apples recent quarterly results – they sold shed-loads of phones – the most “up-arrowed” comments on the BBC news article were questioning the ethics of Apple – payment of tax, supply chain concerns, lack of philanthropy …
What gives? Apple are successful, the NPS is in the 70’s and yet the perceptions are ‘critical’. Nice phone tho….
“60% perceptions, 40% product”?
Im either reading the wrong news site or the influence balance quoted is wrong. Lets pick another:
“60% silky glass screens, 40% me-too candy crush addictions”
We want loyalty – the retention, the enrichment and the advocacy – but I don’t think people really have a handle on what really drives it. What are the antecedents – in our context, in our ‘places’.
We all know the visceral reaction to “wrong” but if you do want to build a ‘cake of wow’ Im not convinced we really know what to put in the mixing bowl.
Too much fluff – too little enquiry – almost zero evidence.
Yes an experience matters.. but what builds it!