Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


CMO Council explores customer experience in difficult market


By Published on .

Last winter Southwest adopted Net Promoter as part of its overall marketing strategy as a way to gauge customers' experiences with the airline, Ridley said. “The data shows that Net Promoter scores are very effective indicators of brand loyalty and future purchasing intent.” Gleaning insight from data is crucial for taking customer service problems and issues and turning them into positive experiences, said Donovan Neale-May, executive director of the CMO Council. “The challenge is the CMOs have to be very attentive to getting customer feedback, listening to that feedback, and making the necessary adjustments to the organization and structure of the company.” M
Most Popular
In this article: