Upon graduation, you and a friend established a computer-consultancy business. Your business has generally been successful, but you and your colleague wish to expand the business significantly over the next three years. You have always assumed that the service your firm rendered to clients was of sterling quality. However, up to this point you have not attempted to measure customer satisfaction. Recently, you prepared and sent to your clients a customer-satisfaction survey that, among other items, asked the following question: "How likely is it that you would recommend our services to a friend or business associate?" Customers responded to this question using a 10-point scale, with 10 = "Extremely Likely," ... 5 = "Neutral/Uncertain," ..., and 1 = "Extremely Unlikely." Responses you received to the preceding question totaled 290, and were as follows:

Score No. Of Responses

1....................................................... 6

2....................................................... 8

3....................................................... 9

4.................................................... 21

5.................................................... 23

6.................................................... 30

7.................................................... 16

8.................................................... 72

9.................................................... 70

10.................................................... 35

Required

1. What is meant by the term "net promoter score"?

2. Given the above data (customer responses), calculate the net promoter score for your consulting firm.

3. Of what strategic performance are non-financial customer performance measures in general and the "net promoter score" in particular?