MIT Sloan Management Review

Using net promoter score, a metric that, in most industries, correlates well with a company’s growth rate, managers can evaluate how investments aimed at improving the customer experience actually affect the bottom line.

In recent years, firms have turned to non-traditional marketing campaigns to generate buzz about their products and services. Indeed, positive word-of-mouth is anecdotally cited as the secret behind such successes as Chrysler’s PT Cruiser and the revival of Pabst Blue Ribbon beer.