Net Promoter Score™ & Advocacy Index™

Call Centre & Company Benchmarking

As the market leader in telephone based customer feedback services, VIRTUATel are constantly developing features and methodologies to help our customers drive call centre satisfaction rates upwards.  A major component in that armoury has been the development of our Advocacy Index™ , exploited by using our ASMAOne service.  Due to it's increased popularity, we have also added the capability to measure the popular Net Promoter Score™.

This simple benchmark shows you immediately, how the business is progressing, in the eyes of your customers.

The use of the “Advocacy” question used in the Net Promoter Score™ and Advocacy Index™ is based on recent US and UK research that shows a direct relationship between your company advocates and profitability*.  Using this research, VIRTUATel have developed a special service  that can be used in a call centre environment.

In business, word of mouth is well recognised as a valuable sales driver for sales growth in the UK.   2003 and 2005 research found that;

• Companies enjoying higher levels of word of mouth advocacy, grew faster than their competitors in the period 2003-2004.

• Companies suffering from low levels of word of mouth advocacy and high levels of negative word of mouth grew slower than their competitors. 

• Every point increase in word of mouth advocacy correlated with an increase in sales.  The opposite was also true.

This type of Net Promoter or Advocacy Index™ score is already establishing itself as a key performance metric in a number of US businesses, as well as a number of VIRTUATel  clients.  The "would you recommend" question is simple, fast and cost effective to research, prompting many companies to implement it across all their divisions.  With its link to sales growth, the Advocacy Index and Net Promoter™ score is proving to be a useful diagnostic tool in identifying those areas in a business that are driving growth, and those that are hampering it.

To register for our Advocacy Index™ White Paper, click here.  

*Conducted by Dr Paul Marsden and Alain Samson of the London School of Economics and Neville Upton of The Listening Company and published in 2005 in “Advocacy Drives Growth”, which in turn builds on research in the US by Frederick F Reichheld, consultant to Bain & Co. Advocacy Index is a Trade Mark of VIRTUATel Ltd.  Net Promoter Score is a Trade Mark of Satmetrix.