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

By Fred Reichheld, Frederick F Reichheld

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.


NEWS & OPINION: The 2016 Jack Covert Award for Contribution to the Business Book Industry: Hollis Heimbouch

Posted January 12, 2017, 7:30 PM with category of Publishing Industry
Each year, 800-CEO-READ recognizes one of the most significant contributors to the development and current state of the business book industry. Read more

NEWS & OPINION: Introducing the Candidates: Creativity/Innovation, Marketing/Sales

Posted December 22, 2011, 3:22 PM with category of Management & Workplace Culture
Over the course of this week, we will be introducing, by category, the candidates for the 2011 800-CEO-READ Business Book Awards. Even though only one of the candidates can win the big prize, good business books deserve an audience, and perhaps one on this list will be the winning book. . Read more

NEWS & OPINION: Would You Recommend This?

Posted August 25, 2011, 8:27 PM with category of Management & Workplace Culture
Earlier today, I spoke at a PRSA panel on blogger/publicist relationships. Publicists want bloggers to recommend something, and bloggers either do just that, or ignore them. The discussion then focused on how publicists might communicate with bloggers in order to reduce ignored pitches. Read more



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ISBN: 9781422173350

About the Hardcover

Publisher Harvard Business School Press
Publish date 09/20/2011
Pages 290
ISBN-13 9781422173350
ISBN-10 1422173356
Language English

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