The Ultimate Question 2.0 (Revised and Expanded Edition): How Net Promoter Companies Thrive in a Customer-Driven World

The Ultimate Question 2.0 (Revised and Expanded Edition): How Net Promoter Companies Thrive in a Customer-Driven World

by Fred Reichheld, Rob Markey (With)


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In the first edition of this landmark book, business loyalty guru Fred Reichheld revealed the question most critical to your company’s future: “Would you recommend us to a friend?” By asking customers this question, you identify detractors, who sully your firm’s reputation and readily switch to competitors, and promoters, who generate good profits and true, sustainable growth.

You also generate a vital metric: your Net Promoter Score. Since the book was first published, Net Promoter has transformed companies, across industries and sectors, constituting a game-changing system and ethos that rivals Six Sigma in its power.

In this thoroughly updated and expanded edition, Reichheld, with Bain colleague Rob Markey, explains how practitioners have built Net Promoter into a full-fledged management system that drives extraordinary financial and competitive results. With his trademark clarity, Reichheld:

• Defines the fundamental concept of Net Promoter, explaining its connection to your company’s growth and sustained success
• Presents the closed-loop feedback process and demonstrates its power to energize employees and delight customers
• Shares new and compelling stories of companies that have transformed their performance by putting Net Promoter at the center of their business

Practical and insightful, The Ultimate Question 2.0 provides a blueprint for long-term growth and success.

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Product Details

ISBN-13: 9781422173350
Publisher: Harvard Business Review Press
Publication date: 09/20/2011
Edition description: Revised
Pages: 304
Sales rank: 147,219
Product dimensions: 6.30(w) x 9.30(h) x 1.10(d)

About the Author

Fred Reichheld is a Fellow at Bain & Company. He is the bestselling author of The Loyalty Effect, published by Harvard Business Review Press, as well as numerous articles published in Harvard Business Review. Rob Markey is a partner and director in Bain & Company's New York office and head of the firm's global Customer Strategy and Marketing practice.

Table of Contents

Preface ix

"Introduction: From Score to System 1

Part 1 The Fundamentals of the Net Promoter System

1 Bad Profits, Good Profits, and the Ultimate Question 21

2 The Measure of Success 45

3 How NPS Drives Profitable Growth 61

4 The Enterprise Story-Measuring What Matters 85

5 The Rules of Measurement 101

Part 2 Getting Results

6 Winning Results with NPS 127

7 Economics and Inspiration: The Dual Imperatives 153

8 Close the Loop with Customers 175

9 Organize for the Long Journey 199

10 The Road Ahead 227

Appendix: Advice for the Journey 249

Notes 269

Acknowledgments 271

Index 273

About the Authors 289

Customer Reviews