Customer Strategy & Marketing Publications

  • Net Promoter System℠: Creating a reliable metric

    February 14, 2012 | Customer Strategy & Marketing | Bain Brief

    Accurate Net Promoter scores depend on a constant flow of data. Many leading companies survey a sample of their customers every week. But are these scores accurate and reliable? Not always. In the most serious cases, problems with the survey data lead people to mistrust the entire Net Promoter

  • Transform your employees into passionate advocates

    January 27, 2012 | Customer Strategy & Marketing | HBR.org

    Loyal, passionate employees bring a company as much benefit as loyal, passionate customers.

  • Introducing: The Net Promoter System®

    December 08, 2011 | Customer Strategy & Marketing | Bain Brief

    The Net Promoter System is a management philosophy, a way of running a business that focuses on earning the passionate loyalty of both customers and employees. Loyal, passionate customers stay longer, spend more, contribute suggestions and sing your company’s praises to friends and colleagues.

  • Winning with customer experience

    December 07, 2011 | Customer Strategy & Marketing | Forbes.com

    Building excellent customer experience into a company’s DNA takes a substantial investment in time and money, but the payoff is a customer experience so powerful that it creates advocates who tell your story in the marketplace every day across multiple platforms.

  • Profiting from the Golden Rule

    October 25, 2011 | Customer Experience | HBR.org

    Each time you live up to the Golden Rule, your reputation is enhanced; each time you fail, it is diminished. And the mathematics of long-term financial success — revenues, profits, cash flow — square perfectly with this scorecard.

  • Delighting the customer behind the meter

    October 24, 2011 | Utilities & Alternative Energy | Bain Brief

    As customers gain new choices, earning their loyalty has become a critical service issue for utilities.

  • Why customer loyalty matters to utilities

    October 24, 2011 | Utilities & Alternative Energy | Bain Expert Conversations

    Utilities have been caught up in the myth that the way to please customers is to reduce internal costs and lower prices. They end up focusing on the lowest-cost way to serve customers rather than thinking about how to win the loyalty of customers, and how valuable customers will be if they do.

  • Engage employees using customer service tactics

    October 10, 2011 | Customer Experience | HBR.org

    It shouldn't be surprising that the same basic techniques for earning customer loyalty also work with employees. At their core, both efforts depend on treating people with dignity and respect. Both require real-time learning. Both address the relationship in a human way, not just as a transaction

  • Twitter, travel and the power of the engaged employee

    September 27, 2011 | Customer Experience | HBR.org

    JetBlue focuses serious effort on putting agents in a position to "wow" customers every day, not just during times of duress like Hurricane Irene. It hires carefully, in the first place, and then solicits regular feedback from employees on what can be done to help them more consistently earn the

  • Before you link pay to customer feedback: five essentials

    September 22, 2011 | Customer Experience | HBR.org

    The payoff from linking incentives to customer feedback can be significant. But before you make such a move, help yourself avoid the pitfalls and risks by meeting five preconditions.