Answering the Ultimate Question: How Net Promoter Can Transform Your Business
by Richard Owen and Laura Brooks
Fred Reichheld’s 2006 book The Ultimate Question – that question being “How likely is it that you would recommend this company to a friend or colleague?”–challenged the conventional wisdom of customer satisfaction programmes. It coined the terms “bad profits” and “good profits”, and pointed to a faster, much more accurate way of gauging customers’ real loyalty to a company, introducing a quantitative measure (the Net Promoter Score) for establishing a baseline and effectively tracking changes going forward.
Richard Owen and Laura Brooks are co-developers, along with Reichheld, of the methodology behind answering the question. In this book, Owen and Brooks use a variety of real case studies to explain how to embed Net Promoter discipline in organisations of all types. They provide a detailed model of how to glean the right information from the Net Promoter Score, and how to use it to increase both delight and revenue from existing customers.