This week, you will solve a sample mini$-$case on Net Promoter Score.

Vicaccount is an accounting and bookkeeping firm based in Victoria, servicing both individuals

and small businesses. The Marketing Director of the company believes that customer satisfaction

is the key to growing Vicaccount. For the last two years, the Marketing Division at Vicaccount

has administered a satisfaction survey to all of their clients. The Marketing Director has hired

you as a marketing analyst to analyze if the customers have been satisfied over the last two years.

You are required to analyze the provided data and write a report on your findings.

Data dictionary $($ NPS data$)$

Client ID Unique client identifier

Segment Whether the client is an individual $(1)$ or

small business $(2)$

Sales in $2023$

$($$$000)$

How much the client contributed to the

company in $2023$

Rating in $2022$ Response to question $$How likely are you to

recommend Vicaccount to a friend or

business associate$$ on a $0$ Rating in $2023($not

at all likely$)$ to$10($extremely likely$)$ scale?

Rating in $2023$

Your tasks for the case are as follows:

$1.$ Calculate Vicaccounts$$ NPS for both $2022$ and $2023.$ Based on this analysis, would you

conclude that Vicaccounts$$ performance has improved over the two years?

$2.$ Examine the satisfaction levels of those individuals and small businesses that defected after

$2022.($Hint: You can assume that clients who did not spend in $2023$ have defected.$)$

$3.$ Revise your NPS analysis in task $1$ to only include clients who remained in $2023.$ Based on

this analysis, would you conclude that Vicaccounts$$ performance has improved over the two

years? How does this compare with your answer to task $1?$ Discuss.

$4.$ Do you see any segment specific differences in NPS$?($Hint: Calculate segment$-$wise NPS for

$2022$ and $2022$ and analyse$).$

$5.$ Compare the worth of each segment to Vicaccounts. $($Hint: Calculate the percentage of

Vicaccounts$$ clients by segment. Calculate the percentage of Vicaccounts$$ revenue by

segment. For each segment calculate the average annual client revenue.$).$

You should submit your excel sheet into the Canvas by $23$:$59$ on your workshop$$s day. This

mini$-$case will be marked as part of the Assessment $1.$

Marketing rubric for this min$-$case $(2$ points$)$

Data analysis which has been identified as $$Analysis$$ in excel sheet $(1$points$)$

Short interpretation $($no more than $50$ words for each section$)$ of main findings $(1$ points$)$