#29 – Benchmarking podcast, NPS research, survey design, Verizon Q&A
 Welcome to the 29th edition of my customer strategy newsletter. The five topics this week are:
Net Promoter System Podcast on benchmarking now live I recently recorded a podcast on benchmarking with Rob Markey, Bain partner and co-author of The Ultimate Question 2.0. It went live earlier yesterday The intent of benchmarking is to give you useful points of comparison with your competitors. It is quite a complex subject, and we did our best to simplify it. We started with a definition, and went on to discuss various ways of making sure your comparisons are relevant and helpful. I asked the questions, and Rob answered, for the most part. Several of his points surprised me, including new information on the relationship between NPS trends and market share trends. You can find the podcast here, or on iTunes. Primary research about answers to open survey questions I completed the research phase of my study on what you are all doing with the answers to questions such as “What should we improve?” in your customer research. Some of you may be surprised to learn that the majority of companies do not yet use an automated solution for understanding such responses. Most simply read the answers, exposing you to confirmation bias, among other issues. The results are here. I have also randomly selected one winner of our book Net Promoter – Implement the System, and notified him by email. Thanks for your participation.
Our latest blog posts Here are the latest posts. OK, so maybe the third one is not the sort of thing I usually blog about, but I found the topic too interesting to resist. Older posts are still available on the blog page.
Notable customer experience items from other sites Satmetrix: Designing customer surveys that drive improvement A nice 15-page document that provides useful tips on designing surveys. The focus is on ensuring surveys ask questions in a way that makes the answers easy to interpret and use to drive improvement. Supply some personal and company details to download the eBook here. A video on the same subject is here. And you can watch a video with Catherine Gurney of Satmetrix UK on the same subject here. Q&A with Verizon Chief Experience Officer Scott Zimmer Marketing Daily published this interview a few hours ago. Telcos, as an industry, tend to occupy the bottom of customer experience league tables, together with ISPs and cable TV companies. Verizon does better than average, so this interview is an interesting read. Have a look here.
Looking forward July was a good month for our book sales, and also set a new record for pages read in the Kindle Unlimited service. August looks like it may be better again. A pleasant surprise given the vacation period in the northern hemisphere and the fact that we have never done any advertising either on Amazon or elsewhere. The only explanation we have is your ‘word of mouth’, and the reviews you have posted on Amazon. Thank you. Please share this newsletter with your friends and colleagues and encourage them to sign up for it here. I have put links to past newsletters on the subscription page. Finally, please feel free to change or cancel your subscription using the link below. You can also email me, Maurice FitzGerald, at mfg@customerstrategy.net. To change your subscription, click here.
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