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Tuesday, May 29, 2012

Word of Mouth Marketing - A Better Model Than Net Promoter Score

The Word of Mouth Marketing Index – Embedding Tipping Point factors into NPS
Taking the Tipping Point factors into consideration, we refine NPS to include the identification of Mavens, Connectors and Salespersons. Besides including a factor to include stickiness and the context in which the respondent was at the time of answering. This comes out to be a set of four questions instead of one as required by NPS.

The four questions are

(A) Would you recommend The Company to your friends and relatives?
(B) Your Profession/Job? (An Evaluation of Maven/Connector/Salesperson)
(C) What are you doing now? (Context)
(D) Compared to other products/services how do you compare our product/services? (Stickiness)
As is evident, the first question is exactly the one which is asked in NPS. Answers to the three questions are mapped to the NPS through a mathematical model developed in-house based on the well-known method of Analytic Hierarchy Process (AHP). The details of mathematical model are beyond the scope of this article. Suffice it to say that our initial results in small in-house surveys and many online ventures created and tested in MBA student projects are very encouraging.
The WOMM Index Model for word of mouth marketing measurement can be a good and simple metric for online customer facing systems or even Small and Medium Enterprises (SME).

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