Net Promoter: can a magic number really guide your business?

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Neil Davey of investigates the concept of Net Promoter scores - seen by some as the holy grail of corporate performance measurements.

It is a quest akin to the search for the holy grail - the hunt for a magic number in business that is inextricably linked to financial results and actions.

Yet unlike the quest for the grail (and I'm discounting the fictional successes of Dan Brown's protagonists and King Arthur here), the search for a magic number appeared to have reached a successful conclusion. In 2003, a Harvard Business Review article - 'The one number you need to grow' - introduced the world to...

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