Speaker 1: I can't tell you how many times I have heard somebody say, you should see our net promoter score. It's 80. It's even better than Apple. I don't want to laugh at them, but that's usually not true. What they're doing is comparing apples to oranges, literally. They're comparing their touchpoint, their relationship net promoter score, to Apple's competitive benchmark. That is an apples to oranges comparison. What I mean is that when we talk about the net promoter leaders, the loyalty leaders, we're basing that assessment on a true apples to apples comparison of one company versus its direct competitors in the marketplace, which we call competitive benchmark NPS. When these folks are telling me about their net promoter score, nine times out of ten, what they're sharing is what we would call their customer relationship or customer experience NPS. So what is this distinction I'm making and why does it matter? Customer experience NPS is the feedback that you collect from customers after they open an account, after they have a service interaction or some other event that triggers a request for feedback that they provide to you. They know it's you asking for the feedback. You know who they are. They expect and you do close the loop with them to resolve any issues that arise, and you provide that feedback directly to employees in the organization so they can learn from it. Customer relationship NPS is where you ask a customer periodically for feedback on the relationship overall, and again, close the loop with them. They know it's you asking. You know who they are. This is a relationship interaction, a dialogue. Competitive benchmark NPS is done in what we call a double-blind fashion. You hire a market research firm. They collect a sample of customers in the marketplace. They ask not only your customers but also people who do business with your competitors and not with you, and they try to build a representative sample in the marketplace so that you can get an accurate read on an apples-to-apples basis of how your company compares to competitors and alternatives and what drives the differences among companies. Competitive benchmark NPS is crucial for a long-term successful net promoter program because it provides the basis on which to set strategy. It helps you prioritize the big investments in product versus price versus salesforce deployment versus service, and it provides evidence of real improvement in a way that links to financial performance and therefore can provide the basis for incentive compensation for senior executives. Every company needs to understand where they stand relative to competitors through competitive benchmark net promoter scores.