|Author(s): Arne van de Wijdeven, Rijn Vogelaar
Collection: Congress 2012 - Accelerating Excellence - Celebrating 65 Years And Beyond
Keywords: Customer Loyalty, Behavioural Targeting, Word of Mouth, Innovation, CSR
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Superpromoters are clients who share their enthusiasm about particular products, brands and companies and influence other people by doing so. The theory urges companies to focus more on the enthusiasm of these customers. In 2011, Blauw conducted a research programme for Philips and helped them create a support plan for their superpromoters in India. The presentation reviews both experiences. Rijn Vogelaar is the author of “The Superpromoter, on the power of enthusiasm” published in 2009.