Publications
Loyalty Meets Reality
Beyond all ideology: Just how well can NPS & Co. predict customer behaviour? Or put more specifically: Which indicators have proven themselves to be valid predictors of real purchasing behaviour?
Science and practice have now spent decades trying to predict customer behaviour. To date, a large number of indicators have been identified to measure customer loyalty, but these are often only indirectly linked to behavioural patterns. In our contribution, using a 2-wave longitudinal study with n=3,500 survey participants a comparison was undertaken of the forecasting value of the most standard indicators (e.g. NPS, overall satisfaction, brand empathy etc.) which spanned the consumer industries of automotive, household goods, mobile communications, notebooks, consumer electronics and telecommunications.
Publication download (published in Planning and Analysis, edition 2, 2011)
Publications
Riddle Response
A holistic view of the topic of response and how this can be influenced in the phases of a project.
Go to publicationListening what is important
The open questioning of pain points or delighters is part of many surveys, and yet the qualitative insights hidden in the open...
Go to publicationNo worries about being replaced by AI
Members of planung & analyse's platform of corporate market researchers (PUMa) are generally positive about AI tools and believe they could make...
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