About a month ago I was asked to supply an article for the Ukrainian «Business» magazine. In a short essay I had to reflect on the obscure topics of the Future of Marketing. Would there be brands in 2031? What instruments CMO’s would have at that time? And aren’t we all supposed to be dead in December 2012 how different will the consumer be? This is when I realized that I haven’t written anything like this for a while. The future that I was predicting in Top Ten Trends in Marketing Innovation was about to happen now. However, 2031 was still a longer shot, so I gathered that I can let my imagination fly free.
Implementing a Net Promoter programme in a European or global context has a set of peculiar complexities which go beyond cultural differences.
Different country management teams may different commercial and organisational realities. The ability to act on, or even listen to the customer's voice may differ from one market to the next.
Employee engagement is probably the most important factor in the success of any Net Promoter programme. Without a mindset to do what is right for the customer and the bottom line, even the best of NPS efforts will become 'just another customer programme'.
A one-day 'action seminar'
The Net Promoter system isn't just about 'fixing detractors'. Substantial value can be generated by focusing on 'what you are getting right'.
By developing a structured approach to identifying, nurturing and leveraging promoters, almost any organisation can create both instant wins and long-term profits.
A one-day 'action seminar'
Many companies have implemented NPS in parts of their business. But sometimes the metric isn't delivering all the results that were expected. Or it is performing to satisfaction, but the internal "wow" is missing.
In these cases, typically, a key factor for Net Promoter success has been overlooked, leaving people with the sentiment "so we have a score ... now what?"
A one-day 'action seminar'
An ever increasing number of companies are implementing the Net Promoter System as a method for driving customer-centricity. But even though the NPS approach appears seductively simple, it requires attention at ever level of the organisation. A well-executed Net Promoter programme can drive growth and profit. One that is badly implemented, only creates cost and disillusionement.
This morning I was at one of the excellent Creativity Forums that FlandersDC regularly organizes. This one had a special twist – female speakers only, including Randi Zuckerberg, Christine Heffner, and my personal favourite, Jane McGonigal of the Institute for the Future.
This morning I was at one of the excellent Creativity Forums that FlandersDC regularly organizes. This one had a special twist – female speakers only, including Randi Zuckerberg, Christine Heffner, and my personal favourite, Jane McGonigal of the Institute for the Future.
MarCamp 2011 is a high-intensity, one day update on the latest thinking, tools and techniques in the land of marketing.
A couple of years overdue, and a few months late (as these things always seem to go), we are proud to put our new site in public beta: http://beta.futurelab.net. Although the site is not entirely finished yet (some functionalities have not been activated yet, and most importantly, only about 1/3 of the content has been added), we think we're ready for feedback.
Both Futurelab International and Futurelab Brussels are proud to be located in the capital of Europe.
Hoornzeelstraat 24, B-3080, Tervuren (Brussels), Belgium.
Tel: +32 2 733 8332
Fax: +32 2 706 5772
