Net Promoter customer loyalty training

I spent three days last week at Satmetrix‘s Net Promoter Customer Loyalty training. At initial glance, I thought that the price tag was a bit much for what I thought would be a very high level training class on how to subtract the amount of detractors from promoters. Boy was I wrong! We spent three days going into depth on how the Net Promoter Rating is more than just a number and how to figure out what your customers are really telling you and then what that means to your business. We heard case study after case study on how worldwide companies such as GE, Experian, Harley Davidson and Allianz have deployed the Net Promoter customer loyalty program – and it is much more than just a number.

Something that I found extremely interesting was that there were people from many different roles within an organization at the training – an HR manager to call center manager to SVP of Customer Experience to a CMO and President of a company. It goes to shows that having a complete and successful customer loyalty program requires input from a plethora of groups within a company.

If you don’t have the budget to attend one of the training classes, I understand that the conferences are very good too. If you don’t have budget for that, read the book “The Ultimate Question” by Fred Reiccheld.

I’m meeting with my boss this week to see if we can implement a Net Promoter program and hopefully she’ll say yes!

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Customer reference resources

I haven’t found a ton of resources on the Internet regarding customer references but here are some sites and resources that can be helpful.

Net Promoter – These guys are pretty much the end all and be all of customer loyalty at this point. They are popping up all over the place from small companies to large Fortune 50 companies. They’re basic concept is that you have to have loyal customers and one way to find that is through the Net Promoter Score. I’ve read their book “ The Ultimate Question” and found it pretty useful and it’s much cheaper than attending one of their 3 day seminars! With that said, I’d still love to attend one of their conferences which are held internationally in cities like London, Miami and San Francisco. At the end of the conference you can take a test and be Net Promoter certified.

Boulder Logic – This is an online tool for managing your references but if you don’t have the money or the need for the tool, the company sends out a newsletter every now and then about hot reference topics. A recent one was “Talking With Your Executives”. To sign up for the newsletter, visit this page. Boulder Logic also holds Webinars which are useful for the new customer reference professional.

I haven’t used the online tool but have gone through a few demos with them. I think it’s a great resource and beats the Excel document I use, but no company I have been with has been willing to pay for the tool or was ready to use it.

References Online – Like Boulder Logic, these guys offer an online reference tool. It’s been a few years since I’ve spoken to anyone there but I remember the tool was useful and very similar to the Boulder Logic tool.

Phelon Group – These guys focus on customer reference programs rather than the tools for managing the program. They can help you set up a program from scratch or help you refine your program. I have also found these guys very intelligent and understand the wants and needs of reference programs and what the professional has to do. They have a blog but it hasn’t been updated in quite a while. In fact, nothing on their site has been updated this year so this might be an old resource. Either way, there’s still a lot of good information on the site.

I haven’t done anything with them in about a year but they did sponsor a reference seminar called the “Customer Reference Forum” that lasted a few days and I thought it was great – mostly because at that time I realized that there were other people out there that doing references too.

Customer Reference Forum Customer Reference Forum is a community of customer reference professionals from many of the leading corporations in the world.  They also hold events.

Point-of-reference has two primary lines of business: reference management technology and customer content development services. The firm’s core technology, ReferenceStor™ is a hosted (SaaS) reference management system, available as either a Salesforce.com certified application or outside of Salesforce.com with potential for integration with other CRM systems. Point of Reference’s customer content development services include interviews, based on their own methodology, video and audio due diligence recordings, and written pieces that range from traditional 1 and 2 page case studies to ROI and industry composite studies. The firm also re-purposes content for social media applications, tradeshows, marketing campaigns, podcasts, etc.