Research Spurs Debate Over Net Promoter Score
BtoB Magazine featured a lively article, “Research Spurs Debate Over Net Promoter Score” by Kate Maddox in the Septermber 10, 2007 issue on page 3.The crux of the article was research co-authored by Timothy Keiningham, Bruce Cooil (Vanderbilt University), Tor Wallin Andreassen (Norwegian School of Management), and Lerzan Aksoy (Koc University) appearing in the Journal of Marketing challenging the claim that NPS is the most effective metric linking customer loyalty to growth. Timothy Keiningham states, “Claims of Net Promoter’s superiority in predicting firm growth, or in predicting customer’s future loyalty behaviors are false.”
Gary Slack, Senior Partner at b-to-b agency Slack Barshinger summed things up nicely saying, “We need a respected third party to sort out the controversy and tell us if and how we should be talking about NPS.” Thank you for the nice lead-in Gary. That’s one of the key topics we’ll be discussing next.
While recognizing that NPS is a good metric, D. Randall Brandt, Vice President, Customer Experience & Loyalty of Maritz Research suggests that there are more effective core customer metrics and a core customer metric process in this recent Marketing Management magazine article titled, On the One Number You Need to Grow: One Size Does Not Fit All.
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