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Nominate The Best Core Customer MetricWhat do you think is The Best Core Customer Metric?
“Best” means how strongly customers embrace your brand, and how committed they are to continuing to buy from or to do business with you.
Now is your opportunity to nominate what you think is the Best leading customer indicator of brand affinity and downstream business results. Is it a Customer Satisfaction, Loyalty, Advocacy, Experience, Relationship, Attitude, Behavior or other metric? If you are unsure you may nominate “unknown”.
Nominate the Best Core Customer Metric, receive a Special Results Summary, and help us support core charitable causes.
- Receive a Special Best Core Customer Metrics Final Results Summary for your Nomination.
- For your Nomination, Maritz Research will pledge $2 each to Second Harvest Hunger and the National Alliance to End Homelessness causes toward raising a minimum of $800.
- Please complete the following Best Core Customer Metric Nomination Form here, and then click >>”Submit Best CCM Nomination” underneath your nomination form.
- Please nominate once. We will keep all personal nominations private. We will only report summary information and blind examples for CoreCustomerMetric.com readers and site promotion.
CoreCustomerMetric.com Welcomes the AMA!
Last modified on 2008-04-17 04:09:58 GMT. 0 comments. Top.
D. Randall Brandt, PhD, known to us as Randy Brandt, discussed the ins and outs of selecting the RIGHT core customer metric for businesses with the American Marketing Association on Marketing News Radio, March 5, 2008.
Listen in to our illustrious Blogger in Chief as he shares a career’s worth of insightful industry knowledge, practical experience and the endgame of knowing what is best to measure. The teaser blurb:
“Conventional managerial wisdom holds that managing customer satisfaction, value, and loyalty makes good business sense because it leads to repeat purchasing, increased share-of-wallet, positive word-of-mouth, and a number of other favorable financial and business outcomes. In fact, faith in these alleged benefits has led many organizations to seek a measure – a Core Customer Metric – that can be used as a barometer of customer affinity, and as a leading indicator of business results. So, what is the best Core Customer Metric for your organization?”
The archived broadcast is Here, or visit Marketing News Radio or www.marketingpower.com and search for Core Customer Metric.
Research Spurs Debate Over Net Promoter Score
Last modified on 2008-01-16 06:23:40 GMT. 0 comments. Top.
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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