Customer Success Manager job ads have exploded over the last decade, but the role still means something different in every company. Here's what a CSM actually does, why subscription businesses can't live without one, and the KPIs that tell you whether yours is working.
Marketers dream of customers promoting the brand without being paid to. Advocacy marketing is how you make that systematic instead of accidental — turning your best customers into named brand ambassadors via incentives, sharing tools and community. Here's how advocacy marketing actually works in B2B, including the four techniques that consistently produce ambassadors who stay.
Is the NPS scale a Likert scale? It's a question that comes up in survey-design arguments more often than you'd think — and the answer matters for how you analyse the data. Here's the short version, with the bit most articles get wrong.
Should you use NPS? It depends — but not on the things most write-ups focus on. Here are the seven genuine strengths of the methodology and the four real weaknesses, with the trade-offs you actually need to make a decision.
Before you spend time and money implementing NPS, the question worth answering is whether it deserves a place in your business at all. The honest answer is yes — but for nine reasons most posts about NPS don't list. Here they are, with the supporting evidence: shareholder value, revenue prediction, organisational loyalty, and a couple that surprise most people.
Who invented it? What's a good score? Can you do it on a 5-point scale? Every question about NPS the textbooks gloss over, answered in plain English — including the ones that keep getting the wrong answer in LinkedIn posts.