Most retailers recognise that WOM and advocacy is an important footfall driver …. but how do you drive it - more promotions, better in-store environment, better location?
I found an interesting piece of research on the web by Quality Digest that looked at the Net Promoter Score of various retailers and the drivers behind them. They found that “nice, helpful staff” was the biggest contributing factor to a good NPS score.
Like all good research, this simply endorses good old common sense. It does however provide a platform for some really intriguing strategies to drive recommendation in the new advocacy age.
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an interesting post on NPS – i am very interested in reading this report. i tried a search on Quality Digest and was not able to find it. i would appreciate if you could send me a link to the report.
thankyou
Trent
Having “nice, helpful staff” can really be a differentiator in the retail sector as the quality of service in the UK is so low (especially London).
I have recently ditched my bank in favour of another one not for higher interest rates, not for more perks, but for high quality customer service. As a result of my expectations in customer service being exceeded, I have now become a brand advocate for this bank and insist on telling everyone how great they are and actively encourage people to swap banks.
A reader of brand advocacy has become one themselves and all it took was a UK call centre and helpful staff.
People need to realise the importance of internal branding and delivering on their brand promise. In retail, John Lewis is a perfect example of how doing this can really reap rewards.