Net Promoter Busted!

Loyalty Myths authors Timothy Keiningham and Lerzan Aksoy, in partnership with Professor Bruce Cooil of the Owen Graduate School of Management, Vanderbilt University and Professor Tor Wallin Andreassen of the Norwegian School of Management, have conducted groundbreaking research on the relationship between ‘Net Promoter’ and firm growth. The results of this research present overwhelming evidence that assertions regarding the superiority of Net Promoter to other metrics are false and hence recommendations about using Net Promoter scores as the ultimate measure of firm growth are misguided.

This research is scheduled to be published in the Journal of Marketing (the leading scientific journal in marketing) in late 2007. A summary of the key findings of this research is available for download: Summary of Net Promoter and growth research.

Purchasers of Loyalty Myths after November 1, 2006 can view an in-depth online presentation of this research, with narration by author Timothy Keiningham. Click here to learn how.