More Proof: Promoters Make the Difference

April 19, 2010 at 8:25 AM 1 comment

From the Church of the Customer Blog comes a comment on recent research about the NPS and revenues.

Just a reminder to non-marketing geeks: you get the Net Promoter Score by taking the percentage of people who are highly likely to recommend a company (Promoters), and subtracting those who are unlikely to (Detractors). Examples of companies with high NPS are Jet Blue, Verizon, and (surprise!) Apple. All did well in a market that hasn’t been easy on most companies and sectors. The Church asks:

Could it be that the customers of these NPS stars are recommending them at higher rates resulting in increased revenues? Seems reasonable enough.

It’s more than reasonable – it’s a reinforcement of what we’ve known for a long time: the long-term strategic impact of brand evangelism (brand evangelists are another term for promoters). When you understand the impact of your promoters, you start to move away from short-term quarter-to-quarter performance thinking to the long view: building an army of brand evangelists who do your marketing work for you.


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1 Comment Add your own

  • 1. NPS – The Unsung Hero «  |  February 8, 2011 at 8:52 AM

    […] written about NPS before. Here’s a very quick review from that post: Just a reminder to non-marketing geeks: you get […]


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Thompson Morrison

Thompson Morrison

About Thompson

As CEO of FUSE Insight, Thompson Morrison uses powerful new web interviewing technologies to help businesses better align their brand with the needs and aspirations of their customers. Learn more at


"The single most significant strategic strength that an organization can have is not a good strategic plan, but a commitment to strategic listening on the part of every member of the organization." -- Tom Peters



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