Apple's sweet and sour Chinese growth
Citing an “inside source,” tech blog MiCGadget reports that the NPS for Beijing Apple Stores is below +40, which is not so great considering that in 2011, Apple's 320 global stores had an average NPS of +72, with leading stores as high as +90. The post suggests the relatively low scores in Beijing are due to factors including an inadequate number of in-store customer service professionals able to cope with huge crowds, which has been caused in part by the challenge of finding, negotiating for, and securing suitable locations to open new stores.
But while Chinese fans are only lukewarm on the retail experience, product advocacy is red hot. In fact, the lengths that some Chinese fans will go to in order to own an Apple product is the stuff of legend. There's the punter who lined up overnight for a new iPad despite already owning one, a delightful young woman who cloaked herself in a billboard advertising for an eligible bachelor because, in her plaintive words, “my husband did not buy an iPhone 5 for me,” and most extreme of all, a student who, ahem, sold a kidney to buy an iPad. This fanaticism is reflected in sales. The Chinese market jumped from being worth 2% of Apple’s revenue in 2009 to 15% this year – a trend that looks set to continue.
Of course, Chinese consumers don’t need to go to an Apple store to buy an Apple product. They can buy products online or elsewhere. And for this reason, strong growth is likely to continue. However, with fervor for its products running hotter in China than possibly anywhere else on the planet, but only seven stores in a population of 1.3 billion, a combination of underwhelmed customers, lack of retail space, and even entire fake Apple stores is undermining the iconic brand's explosive growth in this linchpin market. Samsung, do you smell an opportunity? MiCGadget
Facebook goes Net Promoter-ish for Promoted Posts
According to shmula.com, Facebook appears to have launched a Net Promoter-esque survey to measure how its fans feel both about the overall product and also its new Promoted Posts feature.
I say Net Promoter-esque because it comprises of 10+ questions, rather than the standard two advisable for a Net Promoter survey. It's a little too Researchism for our taste. However, two of these questions are classic Net Promoter.
- How likely are you to recommend Facebook to someone you know? (0 = Not at all Likely / 10 = Extremely Likely)
- How likely are you to recommend the promote option to someone you know?
Check out the link for screen grabs and more details. Have you seen the survey? shmula.com
Telstra not making decisions based on NPS, yet
Aussie telco Telstra said that it has not yet started making decisions from its recently-implemented Net Promoter program, yet, because it does not yet have enough data to work with.
According to Nick Adams, Telstra’s director of one-to-one marketing, “This is an enormous job we are undertaking but it is a multi-year journey and we are building advocacy into not only how we interact directly with our customers but also our decision making processes as well.” B&T
- SolutionsPT, an IT provider, announced that following from a negative NPS in 2007, the company has reached an all-time high of +45. According to the company, as its NPS has improved, the percentage of debt overdue decreased. The Guardian
- Dutch telco KPN announced it has seen a rise in NPS in the Netherlands and Belgium over the last quarter. It also said that in terms of market share it has performed to expectations in the Netherlands and strongly over the year to date in Belgium. Telecoms.com
- Fred Reichheld and Rob Markey take a look at some of the most common ways bias can creep into your Net Promoter data, and how to avoid them. Forbes
Net Promoter Vacancy
CustomerGauge is hiring! Client Operations Co-ordinator for German clients, Amsterdam