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Deepening Customer Relationships By Going Beyond NPS With Chris Kuenne
Manage episode 306642446 series 2686684
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On this episode, Chris Kuenne joins Betsy and Tony to share his 30+ year journey that started at Johnson & Johnson as a Franchise Marketing Director. He has since launched and sold a customer marketing business to Publicis for over $600MM. Chris also teaches a High Tech Entrepreneur course at Princeton University. His most recent stop on his entrepreneurial (and philanthropic) journey is at Rosemark, where he and his team are building quantitative personas as a method of measuring relationships between customers and brands.
For most big brands, NPS is a good way to start a marketing story, but it’s just one chapter. Important decisions should not be made based on over-listening to the results from one customer (who could be unprofitable); instead, Rosemark creates a bigger picture to help tell the full story, and more importantly, predict future purchase behaviors.
“This is not customer satisfaction at all costs. It’s customer satisfaction among those customers who are aligned with your brand proposition.”
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