Gartner Research

Customer Inclusion and Communication Improve Consumer Brand Engagement

Published: 20 December 2013

ID: G00259135

Analyst(s): Annette Jump

Summary

Changes in strategy for Microsoft have improved its NPS in 2013, while Lenovo's stayed unchanged, despite big marketing spending, and Nokia's and BlackBerry's dropped. TSPs targeting consumers should use their NPS to validate their product and marketing strategies.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Giving consumers a strong role in your product design and putting them at the center of your marketing strategy help IT providers improve engagement with their brand and increase their NPS
  • Major financial problems or perceived uncertainty in a company's outlook erodes the brand perception, causing the NPS to decline and pushing consumers to look for alternative providers
  • Chinese TSPs struggle to establish brand awareness and create positive perception among consumers in mature markets

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