SatMetrix
Laura Brooks VP Research and Consulting - SatMetrix: Laura's content-rich presentation spoke about how loyalty is driven by trust - not simply products or services. Becoming a trusted partner means more to customers than product quality or operational excellence.Laura also defined "Networked Promoters" (sounded very much like the mavens in one of my favourite books "The Tipping Point"). These are your consumers who are superfans, but who are also connected to many others (via Blogs, forums etc). As I was listening I was thinking of Delia, Nigella, Oprah...The meat of her talk: findings from the PC industry (PC hardware makers) which has an average NPS of 27%. Apple is incredibly at 78% (80% promoters, 2% detractors).I'm not showing the Referral Economic workings here (it's in her white paper) but it shows how much a promoter is worth to the business.Example:- Average sales price: $1615
- Average sale price to Promoter: $1818. Extra value added by recommendation: $816. Total: $2634.
- Average sale price to detractor: $1457. Value destroyed by detractor: $1352. Net value: $105.
AON

SIMPLE

- The VIP community is now 6000 strong.
- Find people that love your brand AND the sector
- One item the community helped with was choosing "face of Simple" and chose favourite packaging.
- Product launch case study: Simple Derma was test marketed on the VIP community.
- Identified many new uses and marketing messages
- Got 530 customer reviews (many used in PR, marketing)
- 60% recommended - 35000 samples generated 30,000 product requests
- Result was a launch that exceeded expectations.
- Simple now #2 in market with 45% NPS (sector average around 20%), growth outperform by 2.5x
- And trials (cross - product usage) have now increased.
- Giving people a sense of purpose
- "Love-Bond" people. Thank and reward them
- Make things simple (black and white).
Travel Counsellers

- Engineer opportunities to keep in touch with end consumer
- Engage customers with thank you cards (nice anecdote about how one agent delivers tickets on horse back)
- A customer rating of 9 or 10 gets a personalized "Thank You"
- Future: They are instigating referral tracking "How did you hear about us".
- Future: Customer feedback too on hotels, services etc will be integrated.