Rob Markey on Measuring and Managing Loyalty in a Digital World (Part 2)

Is it moral and ethical to treat every customer the same? Rob Markey's answer may surprise you.

In Part 2 of my conversation with NPS co-inventor Rob Markey, we look at how loyalty measurement is changing in a digital world.

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Originally aired January 12, 2023 as Episode 16 of The Trusted Guide Podcast (then The Delighted Customers Podcast).

What we cover

• Rob's definition of customer experience

• The impact of digital transformation on CX

• Why NPS still plays a role as technology advances

• How NPS is evolving, including predictive NPS

• Whether it's moral and ethical to treat every customer the same

Data can't tell you why

Even with more data than ever, Rob makes the case that we still need customers to tell us how they feel. Behavioral data shows what happened. Customers help us understand why.

Related episodes

• Episode 15: The Room Where It Happened: The Net Promoter Backstory with Rob Markey, Part 1

• Episode 117: From Harvard to CX Excellence: Lessons from the Classroom

• Episode 160: Rethinking Valuation: Why Customer Metrics Matter More

About the guest

Rob Markey is co-inventor of the Net Promoter System, co-author of The Ultimate Question 2.0, and founder of Bain & Company's Customer Strategy & Marketing practice.

If this conversation was useful, you'll find more like it in The Trusted Guide Newsletter: practical insights on trust, influence, and leading change.