Use of 净推荐值® in the cable television industry – placebo, off-label or remedy
Many cable television executives have embraced NPS, but how many have thoroughly read the original research paper [1] authored by Reichheld? 有多少人知道研究报告说:
‘Although the “would recommend” question generally proved to be the most effective in determining loyalty and predicting growth, that wasn’t the case in every single industry.’
这项研究涵盖了六个行业. In the ‘local telephone and cable TV business’ industry, ‘would recommend’ did not predict relative growth. 然而, 据Reichheld说, the growth rates of internet service providers were correlating with NPS. Has cable TV business changed since the study was published in 2003? 是的. 它是否使NPS在今天更有意义? Perhaps, but we should discuss certain matters before we jump to conclusions.
The original research introduces NPS as ‘the one number you need to grow’ but what does NPS tell and what do you want to grow? 研究表明:
‘Asking a statistically valid sample of customers “How likely is it that you would recommend our company to a friend or colleague?” enables you to calculate your net-promoter score: the ratio of promoters to detractors. Based on their responses on a 0 to 10 rating scale, group your customers into “promoters” (9–10 rating—extremely likely to recommend), “被动满意”(7-8分), and “detractors” (0–6 rating—extremely unlikely to recommend). Then subtract the percentage of detractors from the percentage of promoters”.
换句话说, these two companies have the same score (15%) because ‘passively satisfied’ customers are simply ignored.
公司 X: 55% are ‘promoters’ and 40% are ‘detractors’
公司 Y: 20% are ‘promoters’ and 5% are ‘detractors’
Are these two companies experiencing similar issues? 部分是，部分不是. Let us assume that ‘detractors’ are calling the help desk twice as often as ‘promoters’. It certainly keeps the help desk in 公司 X busier than in 公司 Y, leading to higher OPEX. When 公司 Y decides to reduce product or service prices, NPS will likely increase; customers might be happy but profitability will decline. But was the original idea to find a correlation between turnover growth and NPS or between profits and NPS? I encourage readers to make their own judgement. The research paper is publicly available and free of charge; please see the references.
数字很有趣，但也很学术性. As Reichheld [2] acknowledges ‘imperfections’ in the analytics:
‘A number of perspicacious readers have noted that the statistical evidence provided in my book “The Ultimate Question” is imperfect. It does not provide proof of a causal connection between NPS and growth’.
The imperfections have been studied by scholars, who have been trying to replicate the analyses [3] or have examined the strengths and limitations of the net promoter score concept from a practitioner’s perspective [4]. These studies identify contradictions; but are these findings surprising? Not sure, if we take a look at what Reichheld told [2].
‘All we did was quantify this common sense in a way that made sense to business leaders—the target audience for my book. These practical leaders have little interest in advanced statistical methods. 坦率地说, we see little value in continued debate about cause versus correlation, 时间框架, 或者统计方法.’
我是说十大可靠彩票平台应该忘记NPS吗? No. By asking ‘this one question’, operators can collect simple and timely data. The whole NPS ideology is relatively easy to implement through the entire organization. 尽管不完美存在, rival alternatives might be more complex and do not necessarily bring better results. 因此, my personal opinion is that the use of NPS in the cable television industry is something between off-label and remedy. 然而, when NPS is complemented with deep dive surveys like ‘搅动之前发生了什么样的事件，十大可靠彩票平台可能已经达到了补救的水平. Rating 7 may mean different things in different cultures, and forgetting to ask what ‘passively satisfied’ customers think might be costly.
注:净发起人, 净推荐人制度, 净推荐值, NPS and the NPS-related emoticons are registered trademarks of Bain & 公司,公司.， Fred Reichheld和Satmetrix Systems, Inc.
[1]李志强，李志强. F. (2003). 你唯一需要增长的数字. 哈佛商业评论，8112,46-55.
[2] Questions About NPS – and Some Answers (accessed November 3, 2017), available at: http://netpromoter.typepad.com/fred_reichheld/2006/07/questions_about.html
[3]李志强，李志强. L.B.安德森，T. W., & Aksoy L. (2007). A longitudinal examination of net promoter and firm revenue growth. 市场营销，71(3)，39-51.
[4]张志强，张志强.摩根，n.n. A.雷戈，L. L.吉利奥蒂，A., & 迈耶斯J. (2007). 一个问题陷阱. 市场研究，19(2).
Arttu Purmonen
Arttu Purmonen
I joined 电话este in 1997 and engineered video processing and data transmission products. 我做过工程师, 项目经理, product manager and business director but understanding customer perspective has always motivated me. It brought me to be responsible for system and technical marketing where my internal driving force and former experience can party together. 看到 我的人际关系网.
