Glossary entry (derived from question below)
German term or phrase:
Weiterempfehlungsabsicht
English translation:
willingness/intention to recommend
Added to glossary by
transatgees
Apr 11, 2017 11:20
7 yrs ago
2 viewers *
German term
United Kingdom
Hands-on experience of commerce
Native in: English
Works in: German to English, French to English, English
Weiterempfehlungsabsicht
German to English
Marketing
Retail
Retail services
In a business school survey of a service-provider for the retail trade:
Die Weiterempfehlungsbereitschaft zeigt gute Werte, 77% aller Antworten liegen im positiven Bereich.
Der sich aus der Weiterempfehlungsabsicht ergebende Net Promoter Score (NPS) liegt derzeit bei 9.
A direct translation is easy, of course, but I cannot help feeling that there is a marketung-type buzz-word hidden somewhere in the Net Promoter Score system.
Can any one help please?
Die Weiterempfehlungsbereitschaft zeigt gute Werte, 77% aller Antworten liegen im positiven Bereich.
Der sich aus der Weiterempfehlungsabsicht ergebende Net Promoter Score (NPS) liegt derzeit bei 9.
A direct translation is easy, of course, but I cannot help feeling that there is a marketung-type buzz-word hidden somewhere in the Net Promoter Score system.
Can any one help please?
Proposed translations
(English)
| 3 +5 | willingness/intention to recommend |
Armorel Young
|
| 4 +3 | likelihood of referral |
Michael Martin, MA
|
Proposed translations
+5
3 hrs
Selected
willingness/intention to recommend
I'm not convinced by "likelihood of referral" - "referral" is most often used in the context of patients being referred to medical practitioners, and most of the google instances of "likelihood of referral" are taken from a medical context. Surveys almost always use the word "recommend" and ask questions like "How likely would you be to recommend X?" - "willingness to recommend" is a pretty standard term in marketing.
"Willingness to recommend is a metric related to customer satisfaction. When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This willingness to recommend can be a powerful marketing advantage. In a survey of nearly 200 senior marketing managers, 57 percent responded that they found the "willingness to recommend" metric very useful."
https://en.wikipedia.org/wiki/Willingness_to_recommend
"Willingness to recommend is a metric related to customer satisfaction. When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This willingness to recommend can be a powerful marketing advantage. In a survey of nearly 200 senior marketing managers, 57 percent responded that they found the "willingness to recommend" metric very useful."
https://en.wikipedia.org/wiki/Willingness_to_recommend
4 KudoZ points awarded for this answer.
Comment: "Many thanks"
+3
11 mins
Michael Martin, MA
United States
United States
Native in German
&
English
United States
Creativity wins in the long run
Native in: German (Variant: Germany) 
, English (Variant: US)
Works in: German to English
likelihood of referral
"Satisfaction, loyalty, and likelihood of referral are regarded by marketers and the Big Three diagnostics leading to retail profitability. "http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1807...
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Note added at 4 hrs (2017-04-11 15:35:45 GMT)
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The fact that this term is also widely used in the medical field doesn’t diminish at all its validity in this field:
“Kinēsis uses two measurements to gauge customer loyalty: likelihood of referral and customer advocacy. Likelihood of referral captures a measurement of the customer’s likelihood to refer the brand to friend, relative or colleague.” http://www.kinesis-cem.com/customer_surveys.shtml
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Note added at 4 hrs (2017-04-11 15:35:45 GMT)
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The fact that this term is also widely used in the medical field doesn’t diminish at all its validity in this field:
“Kinēsis uses two measurements to gauge customer loyalty: likelihood of referral and customer advocacy. Likelihood of referral captures a measurement of the customer’s likelihood to refer the brand to friend, relative or colleague.” http://www.kinesis-cem.com/customer_surveys.shtml
Peer comment(s):
| agree |
Ramey Rieger (X)
: Yup!
2 mins
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Thanks, Ramey!
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| agree |
Edith Kelly
3 hrs
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Thank you, Edith!
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| agree |
curtis3 (X)
4 days
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