What is a Net Promoter Score or NPS*?

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enform_nps_outline_page_1Enform Networks is not aligned with Satmetrix or Bain & Co though we value and use the NPS* system to help clients build better and stronger brands that can grow at a faster rate. Global research (including Australia) has shown that brands with the highest NPS in their sector consistently out perform their competitors in growth and financial performance.

 In a nut shell, NPS is a simple but remarkably effective new method for measuring customer loyalty. A higher NPS delivers more powerful and more vocal customer advocacy resulting in cascading brand referral independent of conventional marketing and promotional spend.

NPS provides a simple comparable measure of customer satisfaction and future business growth by looking at customer loyalty perception which is often different to performance perception. That is, a brand or company could be considered as a “can do better” in its delivery performance while still retaining an excellent NPS indicating a strong referral and recommendation base.

For this reason Enform places high value in NPS when planning and deploying usomer promotion and support campaigns to create and leverage the “Buzz”.

The web and social media turbochargers the speed and reach of any message.  It will therefore leverage and multiply the result toward the positive or negative.

Click the link to download a copy of our NPS Explained document enform_nps_outline1

 ® Net Promoter and NPS are registered trademarks of Bain & Company, Inc.,Fred Reichheld and Satmetrix Systems

Enform, define “usomer”?

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The usomer

The usomer

Enform created the term “usomer” to describe the user or customer that actually makes the buying decision. So why not just call them the customer or user?

Because in many industries and markets the ultimate buying decision is split between several possible levels in the distribution chain or vertical channel. Equally, the same product may appeal to different market segments for different reasons.   

As a result, the ultimate end user or product consumer can be 2 to 3 times removed from the manufacturer. The automotive parts industry is a good example with many brands distributing their product through a WD or wholesale distributor first that then on-sells to a reseller or parts store that may then on-sell to a workshop or fitter who finally sells the product to the consumer.

Regardless of the length or complexity of the distribution chain, Enform defines the usomer as the person that ultimately makes the buying decision to purchase your brand and that can be the reseller shop that decides to stock your brand as the only solution for that product type, or the fitting shop that has a choice of brands but chooses yours for his customers or the traditional end consumer that asks for or chooses your brand by name, not just by function.       

Working to improve brand awareness, high NPS* or strong consumer advocacy is the key to profitable brand and company growth and the usomer is the logical target.   And the first step is to recognise who the usomer(s) is for your brand and sector and work accordingly to make sure they are happy to support and recommend your product. 

*Net Promoter Score index – for more on this important consumer advocacy metric visit www.netpromoter.org