Net Promoter Score: does it really guide growth

This webinar will take a look at the hype and reality of the Net Promoter Score.  The session will be based on a study published in Australasian Marketing Journal.  The study looks at the use of NPS in business, why managers love it, but whether it actually acts as a lead indicator of business growth.

Net Promoter is a popular tool, used by thousands of businesses big and small around the world. It is sold as ‘the one number you need to grow’. But what is it, and what is it meant to do? There are big claims made about Net Promoter, but what’s the evidence? It is a word of mouth metric, a satisfaction metric, or something else? And is it really a lead indicator of revenue growth?

The benefits of this seminar is that it will inform marketers what NPS is good for (and not good for) and whether it lives up the bold claims that it is ‘the one number you need to grow’.

Topics covered: 

• What is Net Promoter, how is the score derived?
• What are the main reasons businesses and organisations use NPS?
• Are there downsides from using NPS?
• What’s the difference between an NPS score and a customer satisfaction score?
• What’s the evidence linking NPS to business growth?
• Should my business use NPS and if not, what should we use instead ?

• The origin of the NPS
• How is NPS calculated
• What does NPS really measure (word of mouth, satisfaction, something else?)
• The deployment of the NPS in industry, its strong and weak points
• Does NPS really drive growth
• Are there alternatives to NPS

About the presenter:

Professor John Dawes
Ehrenberg-Bass Institute, University of South Australia

John has been doing research into marketing effectiveness for over thirty years. He received the ANZMAC-AMI Industry Relevance Award for his study called ‘Net Promoter and Revenue Growth: an examination across three industries” published in the Australasian Marketing Journal in 2023.