词条 | Advocacy Index |
释义 |
The Advocacy Index is a telephone based customer survey technique[1] developed by VIRTUATel Ltd to measure the loyalty of a company's customers, using a 3-point scale and was based upon the Net Promoter Score (NPS) methodology, created by Fred Reichheld.[2] OverviewThe 3 point survey scale was developed as the traditional NPS survey scale of 0 to 10 was not always appropriate to be used during a telephone survey, as it is more difficult to understand aurally (rather than visually, on a web or email survey). In addition, telephones do not have a 10 on the keypad, so IVR systems would need to wait for a possible second digit, if the number 1 is pressed, causing delays in telephone based customer surveys. As they were specialist in the area of automated customer surveys, VIRTUATel recognised the value of the Net Promoter survey technique for driving up-sell, cross-sell and customer retention rates but simplified the 0 to 10 score to use a simple 3 option scale to determine if the survey recipient was an Advocate, Neutral or a Non-Advocate. The Advocacy Index uses the survey question "would you recommend us..." to create a simple score showing Advocacy Index and has established itself as a key performance metric in a number of businesses and a simpler alternative to traditional customer satisfaction research. The value of the "Advocacy" question in customer a survey is confirmed in research by Dr Paul Marsden of LSE in "Advocacy Drives Growth" published in 2005.[3] This in turn, builds on extensive research in the US by Frederick F Reichheld, consultant to Bain & Co., who created the Net Promoter Score (NPS) methodology. The research found that both word of mouth advocacy (as measured by net-promoter score) and negative word of mouth were statistically significant predictors of annual 2003-2004 sales growth:[4]
The report concludes by suggesting that asking a simple question; "Would you recommend this company?" the answer provides a measure of word of mouth advocacy that may be useful not only in predicting sales growth, but also in predicting share performance and employee productivity. References1. ^SourceWire 2. ^Frederick F. Reichheld (December 2003). "The One Number You Need to Grow". Harvard Business Review. 3. ^[https://company.kjero.com/app/uploads/AdvocacyDrivesGrowth_5-9-05.pdf Dr Paul Marsden and Alain Samson of LSE and Neville Upton, The Listening Company, in "Advocacy Drives Growth" published in 2005] 4. ^Sourcewire External links
1 : Telemarketing |
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