Smirnoff is a brand of vodka owned and produced by the British company Diageo. The Smirnoff brand began with a vodka distillery founded in Moscow by Pyotr Arsenievich Smirnov. It is now distributed in 130 countries. It is produced in several countries including India, Ireland, Honduras, Albania, Mongolia, Latvia, the Philippines, Italy, the United Kingdom and the United States. Smirnoff products include vodka, flavoured vodka, and malt beverages. In March 2006, Diageo North America claimed that Smirnoff vodka was the best-selling distilled spirit brand in the world.
NPS is a customer loyalty metric that measures customers’ willingness to not only return for another purchase or service but also make a recommendation to their family, friends or colleagues.
It is a powerful and effective technique, which can greatly increase a company's revenue if used properly.
The main advantages of NPS are close correlation with a company's growth and easy collection, interpretation and communication of the data.
Yes, it is.
Net Promoter Score is a number from -100 from 100.
Scores higher than 0 are typically considered to be good and scores above 50 are considered to be excellent.
The industry average for Consumer Brands / FMCG is 30.
The final Net Promoter Score of a company strongly depends on a context in which the satisfaction is measured.
Consider an example: If Smirnoff sends out NPS surveys immediately after purchase, they are tracking their customers' initial excitement and the checkout experience.
On the other hand, if they survey their customers a few weeks after the purchase they are also tracking how satisfied their customers are with their products and services over time.
Therefore, comparing the NPS score of Smirnoff with your own without any further context is not that useful.
What is extremely useful though, is using the NPS methodology to track the satisfaction of your customers over time. That's where Customer.guru comes in.
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