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Key MBA Models by Dr. Julian Birkinshaw, Ken Mark

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Net promoter score

The net promoter score is a way of measuring how likely customers are to recommend a company’s products or services to others. Because it is so easy to use, it has become very popular as a proxy measure of customer satisfaction and customer loyalty.

When to use it

  • To measure customer satisfaction in a clear and reliable way.
  • To track changes in customer satisfaction over time.
  • To evaluate and reward employees for delivering high levels of customer satisfaction.

Origins

It has been known for a long time that customer satisfaction is a useful measure of success, because satisfied customers tend to become repeat purchasers of your products, and they also help to increase the value of your brand by telling their friends ...

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