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Willingness to Recommend
Willingness to Recommend
Willingness to recommend
is a metric related to
. When a
is satisfied with a product, he or she might recommend it to friends, relatives, and colleagues. This
willingness to recommend
can be a powerful
advantage. In a survey of nearly 200 senior marketing managers, 57 percent responded that they found the "willingness to recommend" metric very useful.
Although sales or
can indicate how well a firm is performing
, satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will make further purchases
in the future
. Willingness to recommend is a key metric relating to customer satisfaction.
Willingness to recommend:
The percentage of surveyed customers who indicate that they would recommend a
The usual measures of Willingness to recommend involve a survey with a set of statements using a
Likert Technique or Scale
. The customer is asked to indicate how willing they are to make a recommendation (of a brand, service, etc.) to others. Their willingness is generally measured on a five-point scale. Both the wording of the question and the wording of the scale item responses may vary widely among surveyors. Willingness data can also be collected on a 7-point or 10-point scale.
Perhaps the best known measure of willingness to recommend is the
Net Promoter Score (NPS)
first introduced by
Note: No ''willingness to recommend'' methodology has been independently audited by the
Marketing Accountability Standards Board (MASB)
according to the
Marketing Metric Audit Protocol (MMAP)
Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010).
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition).
Upper Saddle River, New Jersey: Pearson Education, Inc. <
Reichheld, Fred (2006).
The Ultimate Question: Driving Good Profits and True Growth.
Boston: Harvard Business School Publishing Corporation.
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