The Homa Files

Excerpted from Brandweek, “Apple Has Highest Net Promoter Score” By Todd Wasserman, March 30, 2009

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Apple is not only the brand that marketers love the best, but it’s the one that consumers recommend the most, according to new research from Satmetrix, originator of the Net Promoter score.

Apple posted a NetPromoter score of 77%, which means that 83% of respondents would recommend the brand to a friend versus 6% who would not. (The score is calculated by subtracting the latter from the former and is based on a scale of one to 10.) The only “brand” to beat Apple was the USAA, a financial services firm for members of the military.

Satmetrix’s report … narrowed its focus on a few categories, including telecom, financial services and online. Categories like consumer packaged goods were not tested, though … company is considering looking at other such segments in the future.

The overall winners:

1. USAA
2. Apple
3. Amazon.com
4. Costco.com
5. Google
6. Facebook
7. Wikipedia
8. eBay
9.  Craigslist
10. Barnes & Noble (bn.com)

Satmetrix stressed that Costco and Barnes & Noble’s sites were judged separately from their retail operations …

Satmetrix introduced Net Promoter in 2006 after Bain fellow Fred Reichheld developed the metric with the company.  The company and Reichheld believe the score has the highest correlation to buying behavior.

Edit by SAC

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Full Article:
http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i1a3d96e3863d2d6cdff085d95d2c1c61?imw=Y

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This entry was posted on April 13, 2009 at 7:05 am and is filed under Customer Satisfaction - Loyalty, Mktg - Brands. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.