‘Godfather of loyalty’ Fred Reichheld joins Mention Me in advisory role

Customer advocacy platform Mention Me has announced the appointment of Fred Reichheld, the creator of the Net Promoter Score (NPS), as an advisor to support its continued growth.

Reichheld is widely regarded as ‘the godfather of loyalty’, having created NPS to track customer experience, which is now used by over 70% of FTSE 500 companies. He’s written several best-selling books on the loyalty business model and loyalty marketing, and has held the position of Fellow of the management consultancy Bains & Company since 1977. Consulting Magazine named him one of the world’s top 25 consultants.

Reichheld is joining Mention Me to provide his wealth of expertise in building new products, while helping the firm to expand its footprint in the US market.

Most recently, he introduced the concept of Earned Growth Rate, an accounting measure to link financial performance to customer experience.

“Too many brands fail to measure how much of their business is coming from existing customers buying more and referring their friends,” he said. “It sounds simple, but this very practical step will turbocharge loyalty programmes.

“I was attracted to Mention Me because it provides the tools to understand very clearly how much customer love a brand is generating, but also where to find new customers in the market that will be just as passionate about the brand as their most loyal fans.”

Mention Me was founded in 2013 to empower brands to harness the exponential power of fans through referral. It works with a number of global companies including Charlotte Tilbury, Puma, Moss Bros, Ted Baker, Farfetch, Benefit and Nutmeg.

Andy Cockburn, CEO of Mention Me, added: “Fred is not an expert, but the expert when it comes to the loyalty business model, so to bring him on as an advisor and investor is a significant boost as we seek to create the best marketing channel, delivering real ROI.

This is an exciting time in our journey. As brands realise the importance of earned growth and the importance of customer advocacy, we will see a step change in how marketers build and deliver exceptional campaigns.”