Trailblazer Extras: Quantify Loyalty, Then Cultivate It

Vanguard founder Jack Bogle used to rely on customer letters to gauge sentiment, calling his system “Bogle’s barometer.” Now the investment management company uses the Net Promoter Score^® to help it engage promoters and fix problems that irk detractors, says CEO Bill McNabb. (2:53)

Trailblazer extras

Learn more about how Vanguard is using Net Promoter System℠ to build loyalty

Putting a value on loyalty

Vanguard founder Jack Bogle used to rely on customer letters to gauge sentiment. Now the investment management company uses Net Promoter scores to help it engage promoters, says CEO Bill McNabb.
Bonds that go beyond business

Vanguard representative Jomo Atkins says his ability to connect personally with clients allowed him to provide a sympathetic ear to a customer struggling with a family crisis.
The low cost of high quality

At Vanguard, strong service results in fewer callbacks and lower costs, says Tim Buckley, managing director of its Retail Investment Group.
For customers, critical moments count most

Vanguard’s John Marcante recommends that managers prepare for potential "moments of truth" with customers by testing their companies’ processes themselves and looking for unconventional ways to improve service.
Give customers a story to tell

Vanguard is reaching its goal by continuously improving service, building trust and giving clients “remarkable stories to tell," says Rob Markey.
Humility in the face of success

Vanguard has risen to the top of the investing industry by sticking to its convictions, says Fred Reichheld.
Scoring a 10 for the team

Strong Net Promoter scores have become a source of pride among Vanguard employees, says client manager Megan Williams.
Closing the loop on better service

Client manager Megan Williams says client feedback has prompted Vanguard to change the design of its statements and add videoconferencing for clients that prefer face-to-face communication.

More Trailblazers