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Identification of Key Drivers of Net Promoter （识别关键因素的净推荐）.pdf

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Identification of Key Drivers of Net Promoter （识别关键因素的净推荐）

8 Identification of Key Drivers of Net Promoter Score Using a Statistical Classification Model 1 2 3 Daniel R. Jeske , Terrance P. Callanan and Li Guo 1Professor and Chair, Department of Statistics, University of California, Riverside, CA 2 Customer Experience Manager, Six Sigma Champion, Carestream Health, Rochester, NY 3Graduate Student, Department of Statistics, University of California, Riverside, CA USA 1. Introduction Net Promoter Score (NPS) is a popular metric used in a variety of industries for measuring customer advocacy. Introduced by Reichheld (2003), NPS measures the likelihood that an existing customer will recommend a company to another prospective customer. NPS is derived from a single question that may be included as part of a larger customer survey. The single question asks the customer to use a scale of 0 to 10 to rate their willingness and intention to recommend the company to another person. Ratings of 9 and 10 are used to characterize so-called ‘promoters,’ ratings of 0 through 6 characterize ‘detractors,’ and ratings of 7 and 8 characterize ‘passives.’ The NPS is