Stuxnet, Duqu and Flame are the new weapons of warfare. These are the new munitions that attack
those systems that have very specific ingredients. The key ingredient
of such systems is – well – computer programs. Those little sets of
instructions that people
call code – not any secret military code – but working instructions for
various machines to pass on various flags, messages, symbols, or data
to other machines so that certain sequence of operation is started or
stopped in a particular deterministic, predictable and pre-defined
manner. This is called software, supposedly differentiating these from
the machines that typically in military mind are the hardware.
My Book on Strategic Decision Making
Applying the Analytic Hierarchy Process
Saturday, June 02, 2012
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).
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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