Brendan MacQuaile.
Brendan MacQuaile is a business management consultant with many years experience
in Sales and Marketing in both the Analytical and IT sectors. After studying
Electronics at The College of Technology in Kevin Street, Brendan went on to
join Hewlett Packard as an engineer in the Analytical section and later joined
sales and marketing,Including many years as a senior account manager looking
after such clients as IBM,Fujitsu Siemens and Apple.
Recent consultancy projects include Sales process Management at Computer
Media Products, Datac International and IT Focus.
Business Intelligence.
It is said that the term 'Military intelligence' is an oximoran, and looking at
how some of the Military strategies worked out during the first and second world
wars you can see the point, but in modern business terms we have a wealth of
intelligence available to help qualify our decisions. Question is, How
effectively do we use this intelligence in our everyday dealings with clients
and customers.
Word of Mouth Economics
80% of consumers trust Word Of Mouth more
than any other sort of information (Forrester Research.)
Word Of Mouth is 9 times
as effective as advertising in converting unfavourable or neutral dispositions
into positive attitudes (Day)
60% of customers trust the information they
recieve from on-line product reviews (Neilsen Company).
A Net Promoter Program is the most effective method of delivering a positive Word Of
Mouth dynamic to your business.
Net Promoter Score
Net promoter Score was developed by loyalty expert Frederick Reichheld of Bain & company and Satmetrix systems. The concept is outlined in detail in Reichheld’s best seller 'The Ultimate Question'
Net promoter Score is best known as a customer loyalty metric but it is actually
much more. It is a strong indicator of business performance and growth.
In research studies around the World Word of Mouth is widely acknowledged as the
most effective and trusted marketing channel. However, the reality is that few
organisations know how to optimally leverage word of mouth for their brand. This
is where Net promoter Score can help.
The Net Promoter Score starts with the most important question you could ever
ask your customers,
’how likely is it that you would recommend us to a friend
or colleague?’
Respondents answer on a scale between
0-10 and based on their response they are
categorised into one of three groups: Detractors, Passives or Promoters as
outlined below.
Promoters are a result of an organisation exceeding their Customer’s expectations and truly impressing them. This group of customers are likely to buy from you again, and will be less costly to serve. Importantly, this group typically creates and spreads 80-90% of positive word of mouth.
Detractors are created when organisations don’t even meet their customers’
expectations. Detractors are less likely to buy from you again, typically cost
more to serve and typically spread 80-90% of negative word of mouth.
Passives occur as a result of merely satisfying customers. When customers are just satisfied they will stay with you only until a better offer comes along.
