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CMO Council explores customer experience in difficult market

NET PROMOTER PART OF STRATEGY

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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
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