The Wallet Allocation Rule. Aksoy Lerzan
it does not represent a valid test of the relationship between the ACSI or NPS and business growth. That requires a rigorous scientific investigation, which looks at firms in numerous industries over time.
Fortunately, as noted earlier, that has already been done – several times – by leading academic researchers and reported in some of the best peer-reviewed scientific journals. The results from all of these studies find the same poor relationship to growth. To quote professors Van Doorn, Leeflang, and Tijs, “We find that all metrics perform…equally poor for predicting future sales growth and gross margins as well as current and future net cash flows The predictive capability of customer metrics, such as NPS, for future company growth rates is limited.”42
Now we explain why this is so.
Satisfaction ≠ Market Share
The empirical association between a firm's market share and the (mean) satisfaction of its customers is not positive Not a single company with a market share above 30 percent could be said to have high customer satisfaction. All firms with higher levels of satisfaction also had lower market shares.43
Most managers believe that higher satisfaction and NPS levels are associated with higher market share levels. CEOs and boards of directors are so convinced of this that it has become quite common to base employees' compensation in part on achieving targeted customer satisfaction levels.
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