C3 – Customers in Three Dimensions
It seems that Ipsos Loyalty has successfully debunked many of the claims attributed to Net Promoter's predictive powers. Now that the message is out about the results of studies designed to test the metric's effectiveness, it's time to look ahead and put into practice approaches that do work.
This page is dedicated to the many learnings related to Net Promoter and an alternative method to measuring and managing your ideal customers, C3 – Customers in Three Dimensions. For those who want to cut to the chase and learn more about C3, please click here.
The Net Promoter Debate
In 2007, two leading scientific journals (see below) published papers that showed irrefutably that the claims attributed to Net Promoter's predictive powers are false. These papers and their lead author, Tim Keiningham, Ipsos Loyalty's Senior Vice President & Head of Consulting, have since been recognized with national awards of excellence. Discover the truth behind Net Promoter and its impact on corporate growth by reading:
- MITSloan Management Review articles:
- Marketing Management article
- Journal of Marketing article
- Managing Service Quality paper
- The Colloquy article
- Ipsos Minute with Tim
- A brief transcript with Tim
- Listen to a brief podcast with Tim
- Download this presentation
- Announcement regarding the 2007 Marketing Science Institute/H. Paul Root Award
- Announcement regarding "Outstanding Paper" awarded by Managing Service Quality
Profitable Loyalty
Learn what it takes to turn more of your current customers into your ideal customers by reviewing the links below. The recordings and interview transcripts will serve to help you understand the simple philosophy behind Ipsos Loyalty’s approach, C3 – Customers in Three Dimensions. C3 is a multi-dimensional methodology that brings together the three key components that connect loyalty to profitability – attitudinal loyalty, behavioral loyalty, and customer value. The result is a rich yet easy-to-understand model showing where your opportunities and challenges lie. You get a three-dimensional view and a comprehensive understanding of your customers’ loyalty and its impact on your business.
- Read related article in the Harvard Business Blog
- View recorded presentation (54:56 minutes)
- Read related Ipsos Minute with Curt Carlson
- Listen to brief audio clip with Curt (part 1, 2:56 minutes)
- Listen to brief audio clip with Curt (part 2, 2:05 minutes)
- Learn more about C3
- View an online seminar with Tim Keinigham and Brett Tucker
