Le concept de Net Promoter Score (NPS), largement répandu dans la pratique, suppose qu'il existe un lien positif et non linéaire entre l'intention de recommander une entreprise (bouche-à-oreille positif) et la valeur à vie de ses clients (Customer Lifetime Value). Cette affirmation centrale pour la gestion d'un portefeuille client n'a cependant pas encore été vérifiée empiriquement. La présente étude se propose d'analyser, à l'aide de données financières, le lien entre l'intention d'un client de recommander une entreprise et sa valeur à vie. Elle démontre que l'intention de recommander une entreprise n'a pas d'influence significative sur la valeur à vie de ses clients. Si l'intention de recommander une entreprise augmente la marge sur coût variable, elle n'améliore pas pour autant la fidélité des clients. En revanche, la satisfaction a une influence significative sur la valeur à vie des clients. Le lien non linéaire escompté entre l'intention de recommander (ou encore la satisfaction) et la valeur à vie des clients ne peut pa être confirmé. En raison de ces résultats, l'importance du concept de NPS pour la gestion de la clientèle ne peut pas être attestée.
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