ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
Although the distinctions between B2B and B2C CMOs are well-studied, even among B2B CMOs, area of focus vary.
A 2006 study showed that customer satisfaction is the only metric that predicts sales, market share, gross margin, cash flow, and shareholder return. Yet, a 2017 study of over 70,000 customers showed that managers do a poor job predicting and measuring customer satisfaction. As such, B2B firms invest heavily in strategic initiatives that are not aligned to customer needs. This webinar by Professor Hari Sridhar will present a systematic methodology and multiple B2B case studies to show how B2B firms can use customer‐satisfaction to drive strategic priorities and predict financial outcomes.
The promises of the Net Promoter Score (NPS) have captured the attention of many senior executives for the past 15 years, and NPS has risen to almost religious stature in the minds of some senior executives. But are the assertions and promises of NPS true? Or is NSP simply a good story that appeals to business leaders searching for clarity in a sea of confusion. This webinar by Jerry Thomas, President and CEO of Decision Analyst, discusses how NPS is calculated, review the strengths and weaknesses of the NPS formula, and suggest some other statistical approaches that might add value to customer satisfaction tracking data.
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