Maximum Potential Score (MPS): An operating model for a successful customer-focused strategy

espanolUno de los principales objetivos de los responsables de marketing de las empresas es lograr alcanzar la lealtad del cliente, sin duda, un factor clave para el crecimiento rentable de las mismas. Por tanto, necesitan desarrollar una estrategia que atraiga y mantenga a los clientes, dandoles motivos adecuados, tanto tangibles (precios y promociones) como intangibles (servicio y trato personalizado), para satisfacerlos y hacerlos leales a la empresa. Por consiguiente, encontrar una manera de medir con precision la satisfaccion y fidelidad de los clientes es muy importante. Las encuestas de satisfaccion de los clientes son herramientas esenciales para escuchar a los clientes. Los cuestionarios cortos tienen un alto grado de aceptacion como instrumento de medida del grado de satisfaccion del cliente. Nuestra investigacion proporciona una idea de los beneficios de un breve cuestionario (uno / tres preguntas). En este sentido, vemos como el numero de cuestiones de una encuesta esta significativamente relacionado con la participacion en la encuesta (Net Promoter Score) o NPS. Tambien demostramos que un cuestionario de tres preguntas es mas probable que tengan mas participantes que las encuestas tradicionales. Nuestro objetivo principal es analizar un metodo de analisis para predecir el potencial de la lealtad del cliente. Para ello, tratamos de establecer empiricamente los factores que determinan la satisfaccion de los clientes. Este articulo describe un modelo para capturar con tres cuestiones, los elementos principales de una estrategia exitosa centrada en el cliente. Maximum Potential Score o MPS nos puede dar tasas de participacion mas baja que (Net Promoter Score) o NPS (encuestas de una sola pregunta) pero nos ofrecera informacion importante que ayudara a convertir a los clientes insatisfechos e incluso a los satisfechos, en clientes fieles. EnglishOne of marketers’ chief objectives is to achieve customer loyalty, which is a key factor for profitable growth. Therefore, they need to develop a strategy that attracts and maintains customers, giving them adequate motives, both tangible (prices and promotions) and intangible (personalized service and treatment), to satisfy a customer and make him loyal to the company. Finding a way to accurately measure satisfaction and customer loyalty is very important. With regard to typical Relationship Marketing measures, we can consider listening to customers, which can help to achieve a competitive sustainable advantage. Customer satisfaction surveys are essential tools for listening to customers. Short questionnaires have gained considerable acceptance among marketers as a means to achieve a customer satisfaction measure. Our research provides an indication of the benefits of a short questionnaire (one/three questions). We find that the number of questions survey is significantly related to the participation in the survey (Net Promoter Score) or NPS. We also prove that a the three question survey is more likely to have more participants than a traditional survey (Maximum Potential Score or MPS) . Our main goal is to analyse one method as a potential predictor of customer loyalty. Using surveys, we attempt to empirically establish the causal factors in determining the satisfaction of customers. This paper describes a maximum potential operating model that captures with a three questions survey, important elements for a successful customer-focused strategy. MPS may give us lower participation rates than NPS but important information that helps to convert unhappy customers or just satisfied customers, into loyal customers.