Willingness to recommend

Willingness to recommend is a metric related to customer satisfaction. When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This willingness to recommend can be a powerful marketing advantage. In a survey of nearly 200 senior marketing managers, 57 percent responded that they found the 'willingness to recommend' metric very useful. Willingness to recommend is a metric related to customer satisfaction. When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This willingness to recommend can be a powerful marketing advantage. In a survey of nearly 200 senior marketing managers, 57 percent responded that they found the 'willingness to recommend' metric very useful. Although sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will make further purchases in the future. Willingness to recommend is a key metric relating to customer satisfaction. Willingness to recommend is calculated as the percentage of surveyed customers who indicate that they would recommend a brand to friends, or as the average strength of their willingness if the survey allows for a range of degrees of willingness. The usual measures of willingness to recommend involve a survey with a set of statements using a Likert Technique or scale. The customer is asked to indicate how willing they are to make a recommendation (of a brand, service, etc.) to others. Their willingness is generally measured on a five-point scale.