Introduction

"How likely is it that you would recommend this company to a friend or colleague?" That's the ultimate question. Fred Reichheld's book of the same name started a transformation in how businesses think about their customers. Published in 2006, it challenged the conventional wisdom of customer satisfaction thinking and coined the terms bad profits and good profits—a distinction between profits gained at the expense of customer loyalty and those that were not. Reichheld's book took a critical look at many of the existing practices around customer satisfaction survey-and-analysis research practices, finding much of it to be ineffective at driving business outcomes. The book inspired business leaders to put customer loyalty at the front ...

Get Answering the Ultimate Question: How Net Promoter Can Transform Your Business now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.