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Brand promoter research

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Research Paper

This paper describes how Orange, the telecommunications provider, leveraged its digital research platforms globally to ensure the consumers' voice is always at the heart of the company and to promote quicker, smarter decision-making and action-taking.

Article

This article surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.

News

CHICAGO: Aditya Birla Group, the conglomerate, has seen tangible business benefits from using the Net Promoter Score (NPS) to gain a deeper understanding of its customers.

Article

This event report outlines how Aditya Birla Group, the Indian conglomerate, has used the Net Promoter Score (NPS) to deepen customer understanding.

Article

This article explains a renewed focus on customer experience (CX) in Australia, including the battle between ad agencies and consultancies to stamp their mark, challenges facing the sector, and how Telstra and NAB have integrated CX metrics into their businesses.

Research Paper

This paper describes how Microsoft has developed a data platform to capture and analyse on-device product feedback and social media output, providing insights to drive supply chain, product development and customer engagement decisions.

Article

This article provides marketers with guidance on how to select the right metric to measure the effectiveness of marketing campaigns.

Article

This event report examines how Starwood Hotels & Resorts, the accommodation group, has shifted its attempts to understand customer experiences from quantitative to more qualitative measures.

Case Study

This case study describes how mobile phone retailer Carphone Warehouse introduced an innovative tablet app to provide a better customer experience and differentiate the brand within the market.

Article

This article describes how a power supply business used the Net Promoter Score metric to drive customer focus throughout the company and consolidate its global market leadership, resulting in greatly improved customer satisfaction, sales and profits.

Case Study

This campaign promoted Boost Mobile, a prepaid brand that resells mobile services, in Australia by reframing the conversation around the category.

Case Study

This case study explains how Boost mobile, a pre-paid mobile brand in Australia, launched an emotional campaign in a commoditised market.

Case Study

This case study describes how Virgin Mobile, the mobile phone network, increased its share of the Australian post-paid market by generating earned media coverage following its recruitment of Doug Pitt, actor Brad Pitt's younger brother, as a brand ambassador.

Case Study

This case study describes how Target, the discount retailer, created a series of social after-hours shopping events to attract US students starting college.

Article

This article discusses the value of the Net Promoter Score (NPS) in measuring brand equity. Consumers are asked if they would recommend a product to a friend, with a ten point scale and negative responses are subtracted from positive responses to give the NPS.

Article

This event report describes how Warby Parker, the eyewear retailer, developed a new online approach to the category with a heavy focus on customer service.

Article

This article looks at what it means to be customer-centric and how businesses can create a customer-centric culture.

Research Paper

Defining and improving customer experience is a growing priority for market research because experience is replacing quality as the competitive battleground for marketing.

Article

This article suggests measuring Customer Effort as a way to understand quickly if an organisation is delivering on customer experience.

Case Study

Coffee chain Costa wanted to drive incremental value and loyalty using its Costa Coffee Club programme in the UK.

Article

Just as word-of-mouth can be beneficial, it can also cause damage to a brand. The Net Promoter Score is an indicator of how likely someone is to recommend a certain product to a friend or family member.

Article

Creating satisfied customers is generally perceived to be rule number one in business, but what if they are not as important as first thought.

Case Study

Westpac was competing for the lowest customer satisfaction ratings of New Zealand's six main banks and brand health, as indicated by its net promoter score, was at an all-time low.

Article

Earning customers' trust is key to getting positive referrals. Equally, a disparaging comment from a peer can be far more persuasive than any marketing campaign and in an ever-evolving social media landscape, peer-to-peer influence has increased exponentially.

Case Study

For this rebranding campaign, a small Australian financial services firm changed its name from Bank of Queensland to BOQ and also launched a new visual image and logo.