Building customer loyalty through NPS - Views from Satmetrix, ING, Philips and Carl Zeiss
Joseph Clift
Retaining existing customers remains one of brand managers' most pressing concerns. This can be seen in the emergence of new metrics to measure customer loyalty such as the Net Promoter Score (NPS), the concept of which was popularised by Fred Reichheld of Bain & Company in 2003.
Since then, many of the world's larger advertisers have begun measuring their NPS. And Satmetrix, a company specialising in customer experience management, has been an assiduous promoter of the metric over recent years.
In its recent Net Promoter Conference held in London, Satmetrix...