Build movements, not campaigns! 

This is the essence of one of Ekaterina Walter’s recent blog posts on She argues that by building extraordinary moments that ignite brand passion you can engage the true believers in your brand and create a movement of long-term commitment and advocacy. Even more, you can create a voluntary army of enthusiastic brand advocates. But how do you create customer satisfaction?

At Proto Partners we believe that creating great customer satisfaction all starts with being able to measure and understand your current satisfaction levels. And one tool we often employ to do just this is the Net Promoter Score.

Developed by Fred Reichheld and Bain & Company, the Net Promoter Score (NPS) analyses and evaluates customer willingness to suggest your company to friends, family and colleagues. The theory is, that the higher the score, more advocacy will be done. Although this is a long term company investment, it's true that a recommendation from a trusted friend is, according to McKinsey & Company, “up to 50 times more likely to trigger a purchase than is a low-impact recommendation”.

In addition, NPS data, being both quantitative and qualitative, allows you to truly understand not just your customer's satisfaction but also the reasons behind a positive or negative word of mouth.

We think NPS is a great tool on the road to building brand advocates and long term customer loyalty.

Read the full article here.

Posted on July 2, 2013 and filed under Customer Experience.