Net Promoter Day Bloggers

  • John Abraham, General Manager, Net Promoter Programs
  • John Abraham leads the Net Promoter business unit at Satmetrix. His group is responsible for best practice exchange, conferences, training & certification, and online services for companies using Net Promoter to drive improvements in customer loyalty. Prior to joining Satmetrix, John was with Risk Management Solutions (RMS), a leading risk management software and consulting firm, where he was responsible for marketing, training services, knowledge management, and customer loyalty programs. Prior to RMS, he worked as a management and systems consultant with Booz Allen Hamilton and Accenture. John has an MBA from the Stanford Graduate School of Business.

Arnaud Pochebonne

The Promotional Spiral: Leveraging Promoters for Brand Advocacy

Arnaud Pochebonne – Weber Shandwick

Arnaud gave us a fresh view of NPS, from the standpoint of public relations and PR. How does advocacy fit in with NPS when it comes to marketing and PR strategy?

Not that many years ago, the PR profession really thought about word-of-mouth in a hierarchical sense. Strategies were focused on the opinion leaders in a space, with the idea that this would trickle down through various press and communication channels to the general public. But this top-down model has basically been turned “upside down”…or at least sideways! Now, you can find consumers with lots of influence almost anywhere in the pyramid.

Continue reading "The Promotional Spiral: Leveraging Promoters for Brand Advocacy" »

Posted at 04:00 PM in Arnaud Pochebonne, benchmark, Brand Advocacy, correlation, Nespresso, opinion leaders, public relations, Weber Shandwick, word-of-mouth | | Comments (0)