 .     
 

 

 


    () 
       NPS      .

 20             .       Net Promoter System (NPS)      . Ѡ        ,   , Apple, Cisco, American Express, Nike, Zappos, Philips, GE, eBay.

       NPS 3.0 - ,         ,    . ?      ,    .   ⠖   !

 ,          .    Z   ,   .



  

,    NPS   .

,      .

   .





 ,  ,  

 .     



  .

               .



      ,  Meta Platforms Inc.,    .



Original work copyright 2021 Fred Reichheld andBain& Company,Inc.

Published byarrangement with Harvard Business Review Press (USA) via Alexander Korzhenevski Agency (Russia).

Unauthorized duplication ordistribution ofthis work constitutes copyright infringement.

  , , .  ,  , 2023


* * *


 ,    .    ,       ,  ,       







  , CEO Nike


     40.      Bain,        .      ,      ,  .    ,      .     Bain     ,       . ,  , ,        (Net Promoter System, NPS),     .       .        , ,        .

 ,  ,         ,   Bain.     CEO Bain,     ,    ,   ,      ,      . Ѡ    eBay, ServiceNow Nike,        . Ƞ         ,   ,       .    ,   ,      , , -, ,     .        . Ƞ  :       ,     (#litres_trial_promo);  ,       . ,   ,  ,   ,  ,   - (  ,   ),      .

Ƞ .         :   ,   1990- Bain   ,      .      ,           . 44      ,   Bain 17   ,    ,      ,   ,    .    ? ,     ,  Bain         10,   Glassdoor,  ,       NPS. Bain   ,    ,             .

Ƞ    .         .



     , 蠖  .      .      ,   ,   젖   ,  ,  ,       .


 , , ,   .        頖  Apple, Enterprise Rent-A-Car Chick-fil-A[1 - Chick-fil-A     ,   .  1946.      1850 . ..],      ,          .      ,  ,  ,  .       ,    -.   2020.    - ,  ,      .       ,         .   , Airbnb, Warby Parker, Peloton Chewy[2 - Airbnb -        . Warby Parker  - ,    ,   160     . Peloton Interactive     . Chewy  -      . ..].     ,      ,  ,    .

 ,        .        .        ,        .       ,       ࠖ   .      .     ,     (     9 (#litres_trial_promo));    .     5 (#litres_trial_promo),  ,   ,    ,     . Ƞ     ,       NPS    (Earned Growth Rate, EGR),   .

,          , .   .




 .  NPS


    65-           : Ӡ   .

    .   ,   , ,   ,   ,       .      ,     ,   :   ,   . ,    ,     .      .          ,  ,      .

      ,    .        ,         ,      -  .                - .      .   ,      ,     . Ƞ    ,   ,       .

   ,        堖   ,          . ʠ      .     . ,  ,    ,   . ʠ,     ,     .

     ,           ,     ? ,     .

   44-  Bain&Company    : ,        ,    ,     .   ,    頖 ,     ,        ,          .    NPS  ,        . ! Ƞ  ,       .          ,  ,       ,    ,       .

      ? , -,   ,      NPS ,    ,    ,      . -,  , ,        , NPS  .       NPS,    ,  ,         ( ,  )   . ,    NPS,     ,   . ,    NPS   ,  蠖   ,     .


 ,    

NPS    ,        ,    ,   ( ,  )    .

    ,      Bain         ,  -.   Enterprise Rent-A-Car. ,     ,     7600  Enterprise   .

  ,      - ,  ,  . Ƞ     . ʠ    20    Bain&Company, , , ,               . Enterprise    ⠖  Hertz Avis,     ,    .      ,         ,     .  ,    ,  ,  .

ʠ     ,   ,    ,   , .      .        .            ,    . ,   ,        .     ,       [3 -   ,      堖     .].

  20  ,    .        (   ),      .

,  ,     .    ,       ,      . ,      Enterprise,    200000.  . ,        .

   ,    : ,     ,    ,     ,       .   ,       ,    Enterprise,  ,          ,     .

,  , ,   , Enterprise     ,     ,      ,   . ,       .   , ,     .

    堖  ,       ,  :   ,           .          ,  Enterprise   .


* * *

            -.   -       -       .    ,    CEO USAA   ,    ,     ,   Fortune200.     USAA,         .

       USAA,     ,  ,     .       :  ,     .  ,          . -   ,       ,        ,    . Ӡ    ,     ,   ,  ,      ,   .      ,    ,  ,  USAA       ,      .   ,   ࠖ    ,      ,       , , ,      ,     .  ,     ,  ,  ,  .

   USAA .           . Ӡ         ,       .            -   .        .  ,         ,     ,       .  -      ,    .  ,   .    -  ,   .    .

    .    ,     ,    ,    .   ,        .    .       ,       ,     ,  ,        .       .    ,    . Ƞ  .

USAA       (,    ,     ). ,    USAA    .    , USAA        ⠖  ,    . Ƞ    .   ,   , YouTube  ?   ,       . , USAA             .      ,          ,  USAA    .


* * *

 ,      ,    Chick-fil-A        .  ,  ,       ,      ,     .

 :    .     ,        ; 堖    ,     .     ,  , -. ,     ,     .

 ,     :     ,     ,     . (     ,      , ,    .)      ,  ,   , ,   .       ,  -             .        22:1,  ,       .   ,          ,  .

,   :      . Ƞ    .     ,   .  ,     , ,  ,  ,     .  ,      ,  ,   ,     ,         . , ,   ,   .  ,  ,       .

,      ,  ,       ,     ,   ,         .   ,           ,    ,       .   ,     ,       :     .   NPS ,   ,    (NPS= %  %  ).   10       Chick-fil-A,  (  )     .        .

Enterprise USAA, Chick-fil-A     .    ,      ,    ,        (  McDonalds Starbucks),    2500   .                 ,   ,    ()     10000.,       ,   .

      ,    .      ,   :      ,    ,      .


* * *

       . -,    ,  ,   .  ,        Bain,        .     ,    ,   : .

-,     ,    頖   蠖     ,   .       (,         !)     .     ,         ,       .

Ƞ   ,    .   ,   ,   .     .    ,    젖       .            ,   .        (  ).    ,   ,  ,    ,      .     ,     . Ƞ,  ,    .


 

,      -,        . ,          ,  , ,       .

,         NPS ( ).   ,    ,   .      ,          ,       蠖  .         ,      .   COVID-19        ,  ,   ,     ( )  .  , ,    .    ,    ,  ,    ࠖ  .

     ,  ,    . , 1977.  Bain&Company,     ,     .  ,  Bain,  ,  Apple     ,  .             ,       Apple. :    ,  .    .  Apple,     ,       .  ,  ,     ,   ,       .

   ,   ,       . , Apple     , ,     ,      .       ,     .  10 (      Apple) ,          Vanguard,   100000.       , Apple     ,     10%    Apple ,  85%        ( ,  ).         ,    300000.    ,   400000.       Apple!

,      16% ,       ,  .   -    :        蠖     Apple,              ,   .    Apple      (, Apple!).        Apple.  ,        ,   , ,     Apple.

,       .  Apple      :        ,  . Ƞ,   ,        Apple.      .


 ,  

   ,       .           ,    ,      .       ,  ,     NPS,   Net Promoter Score   .     ,    Net Promoter System   .     ,  ,     ,  , NPS.      /   .  , ,    NPS ,       . ,  .




.     



   ?

     .            .      -    .

    ,   :      . ,    :   ,     ,  ,  ,   ,   ,    ,    ,  ,     ..           :    . Ƞ   .

    .    Bain&Company,  10% - ,     蠖     [4 -  Bain  -,   2021.].        ,       .             ࠖ , , , ,  .  40   ,   ,     ,     ,    .

 2 (#litres_trial_promo)  5 (#litres_trial_promo)     ,  ,     ,     .   ,   .     :       ,    ,    (   ,  ,    ..).

,     ,        .       ,      .    ,     ,    ࠖ . ,     ,     ,     . ?    ,   ,      ,      .     ,    ,    ,  ,  ,         ,  .

 蠖   , Apple, Amazon, T-Mobile, Enterprise Rent-A-Car Costco,  ,  Warby Parker, Peloton Chewy,    .          ,    .

     ,      .  NPS,   ,      .     PR-,   ,   .   ,    ,     ( )      . NPS     젖  .  , NPS      ,      .  , NPS       .


,   

    MBA,   ,     ,   [5 -        (),    ,     ,    -  ,    ,     .].    ,       ,         (HBS)  . ,  ,     ,    , , ,        NPS.       ,      NPS.  , ,      ,     NPS.      ,    ?            .

      NPS,  ,  , ,    NPS         , HBS    NPS   .       . ?   , ,  ,   NPS        , ,    [6 -           .]. ,    ,       NPS ,    ,      .

Ƞ    FirstService Corporation,  ,    ,    3.;     .  ,  ,    HBS NPS.   California Closets  FirstService,   NPS   .          ,       . , ,    蠖     .

    ,       NPS;      ,      ,     .        NPS,      .     ,      .    :    NPS   ?  ,       ,          NPS.        ,   ,   ,     . ,  ,    NPS ,    (    ),      ,      :   .  ,   ,    NPS              .


  

 ,      .         ,    .  Gallup 2018. ,        56% (47%    ).    30  [7 - Newport F. Democrats More Positive About Socialism Than Capitalism // Gallup News, August13, 2018 // news.gallup.com/poll/240725/democrats-positive-socialism-capitalism.aspx (http://news.gallup.com/poll/240725/democrats-positive-socialism-capitalism.aspx).].   ,      ,    .          HBS    2019.[8 -      ( )    젖   ,  . . Simon C. Former NewYork Mayor andPhilanthropist Urges Grads toward Ethical Business Practices // Harvard Gazette, May30, 2019 // news.harvard.edu/gazette/story/2019/05/michael-bloomberg-extolls-moral-leadership-at-harvards-class-day/ (http://news.harvard.edu/gazette/story/2019/05/michael-bloomberg-extolls-moral-leadership-at-harvards-class-day/).]  CEO,     ,  .     CEO,        : , ,  , ,   ..

,     ,  ,    蠖    .     ,         .     ,        ,  -.         .   ,   ,  ,  ,      ;     [9 -        .     ,         .].

,    ,       .     .        ,   ,        [10 - ,       (, 8%,    ),            (  ,    , ,  ,   ..).     .].   :         ?     ,    ,   XX.,    (     )      . ,          ,       .

    ,  ,     . ?   ,   .  ,      ,           .      ,           ,     ,    Z[11 -  ( Y) ,   1981 1996.; Z () ,  1997 2012. ..]    ,   .

,         ,      ?    , ,    .  ,   ,   ,  ,    ,    ,     ,  ,      ⠖    ,    ,       . Ƞ ,           ,   .

    .           . ,     :  ,  -,    ..  ,    :    .  , ,    ,      ,      ,      堖      .

    ? ,      . , , ,    ,  ,        ,      ,    ,     [12 -            (TheAge ofCapitalism, Harvard Business Review, January/February2010).   ,        1999. (London: John Murray Press)  ,     ,      ,  HBS    .].      9 (#litres_trial_promo),      :     ,    -,        . -       ,     .       ,     .

   ?  : ,  .

      ,     .      ,   ,    :    ?     頖      ,    ,   ( )     ,  .       . Ƞ  ,     ,    . Ƞ   ,           ,   .

   ,       ,   :  ,     .     ,  ,   , ,  蠖  ,  .  ,  ,  ,     Bain     ,   ,    ,    .


  

        ,     :   .           .      ,        .  2002.    ,    .       ,     Enterprise       ,     (         :     ),        ,    .

           ,   ,        .  ,    NPS   ,    . ,    ,   .          (  . ). Ƞ   ,     .  ࠖ , , , ,        .    ?  ,     ,  ,    ,    ?        ?

NPS     :  (),  ()  ( ).  ,    ,         ,  .  ,   ,  , ,  ,    .        ,     . 堖 ,  ,   ,  ,   .  ,      .  ,    ,   ,  ,  .       ,   ,   ,     .

       ( ),  - , ,         .      . Ѡ     (     )  ,   ,  .   ,       NPS     .      ( )      ,   .            ; ,      ,    .

-     :      ,            . Ƞ   ,  ,     NPS .


 

     ,      ?,         (,  ,    ,   ..)[13 -     :  .,  .  .      (http://litres.ru/pages/biblio_book/?art=7318852). .: ,  , 2018.].        .     ,     .    ,          ,  .      ,   ,          . CEO    Fortune 100    ,         ,   .    ,    (        ). Ƞ  ,    ,    .

       . ,   ,      .      ,    ,       .       ;        ,     ,   ,    . ,      Siemens  NPS      ,     (ESG)[14 - ., : Siemens. Sustainability Information 2020. Berlin, 2020. P.34 // assets.new.siemens.com/siemens/assets/api/uuid:13f56263-0d96-421c-a6a4-9c10bb9b9d28/sustainability2020-en.pdf (http://assets.new.siemens.com/siemens/assets/api/uuid%3a13f56263-0d96-421c-a6a4-9c10bb9b9d28/sustainability2020-en.pdf).].

 ,         ,    ,     .   ,   , ,    ,  .      , ,  ,    -,   . ,      (  ),   ,    .             Bain     .

Ƞ .      .    2002.   蠖      ࠖ     ,         . NPS     Fortune 2020.,          .



      ?!    ,       .       Fortune 1000    ,   ,   ,   ,  ,  ,   . ,   , NPS         ,       .      .  NPS       .     ,  ; ,      .           ,  NPS     [15 - Colvin G. TheSimple Metric Thats Taking Over Big Business // Fortune, May18, 2020 // fortune.com/longform/net-promoter-score-fortune-500-customer-satisfaction-metric/ (http://fortune.com/longform/net-promoter-score-fortune-500-customer-satisfaction-metric/).]





  .


   .

   ,     (https://www.litres.ru/pages/biblio_book/?art=68969331)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


Chick-fil-A     ,   .  1946.      1850 . ..




2


Airbnb -        . Warby Parker  - ,    ,   160     . Peloton Interactive     . Chewy  -      . ..




3


  ,      堖     .




4


 Bain  -,   2021.




5


       (),    ,     ,    -  ,    ,     .




6


          .




7


Newport F. Democrats More Positive About Socialism Than Capitalism // Gallup News, August13, 2018 // news.gallup.com/poll/240725/democrats-positive-socialism-capitalism.aspx (http://news.gallup.com/poll/240725/democrats-positive-socialism-capitalism.aspx).




8


     ( )    젖   ,  . . Simon C. Former NewYork Mayor andPhilanthropist Urges Grads toward Ethical Business Practices // Harvard Gazette, May30, 2019 // news.harvard.edu/gazette/story/2019/05/michael-bloomberg-extolls-moral-leadership-at-harvards-class-day/ (http://news.harvard.edu/gazette/story/2019/05/michael-bloomberg-extolls-moral-leadership-at-harvards-class-day/).




9


       .     ,         .




10


,       (, 8%,    ),            (  ,    , ,  ,   ..).     .




11


 ( Y) ,   1981 1996.; Z () ,  1997 2012. ..




12


           (TheAge ofCapitalism, Harvard Business Review, January/February2010).   ,        1999. (London: John Murray Press)  ,     ,      ,  HBS    .




13


    :  .,  .  .      (http://litres.ru/pages/biblio_book/?art=7318852). .: ,  , 2018.




14


., : Siemens. Sustainability Information 2020. Berlin, 2020. P.34 // assets.new.siemens.com/siemens/assets/api/uuid:13f56263-0d96-421c-a6a4-9c10bb9b9d28/sustainability2020-en.pdf (http://assets.new.siemens.com/siemens/assets/api/uuid%3a13f56263-0d96-421c-a6a4-9c10bb9b9d28/sustainability2020-en.pdf).




15


Colvin G. TheSimple Metric Thats Taking Over Big Business // Fortune, May18, 2020 // fortune.com/longform/net-promoter-score-fortune-500-customer-satisfaction-metric/ (http://fortune.com/longform/net-promoter-score-fortune-500-customer-satisfaction-metric/).


