Today, there is a big emphasis on productivity in sales and customer service. Increasingly, customers are given tools to place their own orders, check on their status, and so on. In-person sales calls cost hundreds of dollars (some estimates run over a thousand dollars), so an emphasis on efficiency is understandable.
A metric we use a lot with clients at FreshNetworks is the Net Promoter Score (NPS). It’s a way of measuring the positive advocacy that exists for your brand; the word of mouth that is generated by your customers.
How do you measure word of mouth? The increasing importance of social networks to brands and advertisers has raised this problem very sharply in the last few weeks. Media owners, pharmaceutical companies, automotive manufacturers all need to know the same thing: how am I doing?
An article in the New York Times (requires free registration or use Bugmenot for a one-time password) profiles how Wal-Mart have taken on their detractors with a pro-active PR campaign, run by a number of ex political campaigners.