The Ultimate Question 2.0

by Fred Reichheld with Rob Markey
Date reviewed: July 2013


The Ultimate Question is “Would you recommend our company to your friends?” Depending on how you answer you will be categorised as a Promoter, Passive or Detractor.

The theory is that Promoters represent good profits and will spread the word about your company. Detractors represent bad profits and will cost your company money to service them and spread negative attitudes about your company. Companies should thus focus on ensuring they have as many Promoters as possible by ensuring customers are happy with their experience. To provide a means of linking customer satisfaction to the bottom line the Net Promoter score is calculated. This is then tracked against the performance of individual units. It provides a simple metric which has been adopted by many of the world’s most successful companies.

An update of his original book, this new edition updates the theory based on the experience of operating Net Promoter for five years. The theory is supported with plenty of practical examples. The book is easy to read and if you are interested in customer satisfaction or employee satisfaction well worth a read.

Competitive Advantage considers the principal of Net Promoter Score an important aspect of research and is incorporating it into customer satisfaction surveys. We have also developed a means of monitoring specification strength using the concept.

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