Friday, November 25, 2011

Measuring Honest Responses, Honestly

I was wallowing in the word use; “measureable marketing campaigns”, “customized engagement”, “tracking leads”.  These descriptors that you lavished in your job description all resonate with my beliefs and my competencies in defining your customer as key to business growth.  Then you mentioned an understanding of NPS scores.

I know about them.  I worked with GE and I own the stock.  So you are aware of the controversy over the “likely to recommend question” as an accurate predictor of business growth.  Also I’ve personally tested, granted a while ago in graduate school, the 11-pt variability scale used in this testing and didn’t find it as accurate as the 7-pt Likert scale.  But the list of other variables that impacts results goes well beyond 11-pts into self-report over oral report; individual environments over group and so forth.

At the end, I will give you that NPS scores are a generally acceptable method of translating human response into business action.  Key here is acceptable and business action.  (When I’m asked to recommend a strategy my preference is to develop a road map from research first.)  So yes, I could make that work.

An obstacle to your initiating dialog with me won’t be my research acumen, ability to engage the customer, or deep marketing experience.  But it may be that most of what I know about luxury goods comes from experience with this consumer segment in the financial services community and from hanging out with rich people, primarily a very few selected family members and friends.  If only my work experience included fabrics, fashion and design, I could drop a brand name here like Verace, Gucci, Chanel, Perry Ellis (Tom Ford).

Oh well, take a look at my resume, I’d love to speak with you about this very large and exciting opportunity.  Best to call me on my cell.  Chow!