The Galileo Effect

Keiningham, Timothy L.; Aksoy, Lerzan; Cooil, Bruce; Andreassen, Tor Wallin
January 2008
Marketing Management;Jan/Feb2008, Vol. 17 Issue 1, p48
The article focuses on truthful marketing and the significance of customer loyalty. Particular attention is given to the research conducted by Fred Reichheld, a loyalty consultant and business strategist. The author reports that in 2003, Reichheld launched a new loyalty metric, the Net Promoter score (NPS) in the "Harvard Business Review." He argued that NPS was superior to other metrics in linking firm growth, and attacked the value of other, more competing loyalty metrics as being inferior. Article topics include Reichheld's book, "The Ultimate Question," the theories of Galileo Galilei, as well as information on NPS theory.


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