More Proof: Promoters Make the Difference
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.