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Net Promoter News: Huawei transforms its brand, how to compete with Amazon and what the future of shopping looks like

We took a little break here at CustomerGauge for the month of December. So in this edition, we bring you a roundup of all the NPS and customer experience news from before Christmas right through to the New Year.

Hit the links to jump to the article of your interest

Luxury retailer wants to access your phone to optimize in-store experience
How to activate your advocates better than Amazon
The next boom region for customer experience
Huawei’s 44% 2015 growth - predicts it will overtake Apple for the number two spot
Australian telecommunications company creates live public NPS
NPS in brief

Luxury retailer wants to access your phone to optimize in-store experience

The high-end department store Neiman Marcus is on the verge of doing what so many have dreamed about: using technology to link its online and offline ventures to create a whole new experience.

And what is this new experience? It’s about incorporating the customer’s online activities, into their in-store experience.

So, a retailer might learn what a customer is looking at on its website and for how long. If that customer then walks into one of the retailer’s brick-and-mortar stores and has the store’s app on their phone, the app will recognize that the customer is in-store and could alert the customer where to find the item they were viewing online.

This is all possible because of Bluetooth beacons placed throughout the store. These beacons not only help the app realize that the customer is in the store but help specify where the customer is exactly to help with the shopping experience.

Neiman Marcus has just put this technology to test in three of their stores last year, and if tests continue to perform well the technology will be rolled out to more stores.

However, business analyst Ezra Gottheil, states the danger with this technology is that it can quickly go from “how can we serve you better,” to a reminder that customers are being “watched.”

To learn more, read the original post.

How to activate your advocates better than Amazon

Part of building customer loyalty is using the voice of loyal customers to attract other customers. Part of that problem has always been: how do you put these two groups together?

Newegg, the online retailer of computer hardware and software, has found a way to leverage enthusiasts and connect them with customers. Over the holiday season, Newegg put to test a new marketing platform, Needle, that allowed shoppers to get real-time advice from customers who had experience with the product.

Newegg began by testing the gaming community. They chose this group because gamers have incredibly detailed questions about hardware, so getting advice on what works best for their needs is important.

Needle, the platform behind Newegg’s advocacy program, came about because of the founders own frustration with online shopping, and a realization that a real-time connection with an advocate was what he was missing.

“You click a button, and you’re talking to somebody that likely owns that product or something very similar and that category of products,” said founder Morgan Lynch “and they can help you make a purchase. It’s having an impact and it scales really well. Think of it as on-demand advocacy.”

For Newegg, the test is paying off. With a 182% ROI on the cost of running the program, raises in customer satisfaction of 12% and a Net Promoter Score that sits comfortably in double digits.

Learn more about how Newegg is helping customers find what they need.

The next boom region for customer experience

New research shows that, while customer experience has exploded in recent years, certain global regions still have a long way to go regarding investment in Customer Experience Management (CEM) platforms.

The report by Research and Markets, states that the CEM market is expected to grow at an annual growth rate of 19.9% right through 2020. Such growth would take the industry from its current value of $4.36 billion to $10.77 billion in five years.

The report states that this growth will primarily come from the Asia-Pacific and the Middle-East Africa region as the North American and European region have already heavily invested in CEM technologies. Asia-Pacific and Middle-East Africa though, are just starting to understand the importance of customer experience and loyalty and are only now investing in related technologies.

The report goes onto to highlight that companies that don’t keep up with CEM technologies run the risk of failing to meet customer expectations.

Read more.

Huawei’s 44% 2015 growth - predicts it will overtake Apple for the number two spot

Huawei had an impressive 2015. Sitting at number three with a 9.7% market share, it experienced a 44% growth in sales with over 108 million units sold.

In 2011, globally their brand awareness was only 3%, today that stands at 76%. Additionally, they took their NPS from a dismal -24 in 2013 to +47 today.

Currently, though, while Apple has 450 retail stores worldwide, Huawei claims to have 34,000 retail locations globally, with not a single one, though, in the U.S.

To become the second biggest smartphone maker, though, Huawei will need to crack the U.S. market and improve the experience around their brand.

Read the full story right here.

Australian telecommunications company creates live public NPS

Last summer, we covered a story about Macquarie Telecom, in which the Australian telco had decided to drop its cumbersome customer satisfaction surveys in favor of NPS.

As of December last year, Macquarie took the next step and announced that it will provide live data on its Net Promoter Score to its customers. View their website and you will see that the score sits atop their homepage, which is updated daily based on a 30-day rolling average.

CEO David Tudehope says transparency is something that is needed in Australian telecommunications. For, it is an industry that has been dogged for too long by poor customer satisfaction, with complaints roughly four times that of banks.

This publicly available NPS means customers can compare price, product and customer satisfaction, aiding them to make more informed purchasing decisions.

Tudehope states that this move might seem gutsy, but is urging telcos and other industries to follow his example. For being transparent with customers, means more trust and faith from your customers.

As I write this, Macquarie’s NPS stands at 56. More about this interesting move can be found here.

NPS in brief

Zoom International, which helps contact centers and back offices address compliance and service challenges, has a score of 77.

Delta Air Lines has climbed 5 points since last year, and now has a score of 38.

From this time last year, Chinese Smartphone giant Huawei has moved from 43 up to 47.

Ooma Inc., an up and coming telecommunications company from Palto Alto, has a score of 70.

AT&T aren’t doing too well at 11 while T-Mobile at 35 is good but not great.

Lastly, Bose the forward thinking audio equipment company, have nothing but happy customers at 78.

Want more Net Promoter scores, head over to

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