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 programs. 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 tell how—based on a variety of real case studies—to actually embed Net Promoter discipline in organizations of all types.
Answering the Ultimate Question builds on the link between Net Promoter Scores and business growth and profitability. Combined with an operational discipline to increase Promoters and reduce Detractors, Net Promoter represents a potential win-win for businesses and their customers. The Net Promoter Score offers a near-real-time metric closely coupled and correlated with precipitating actions. Instead of waiting months for long, drawn-out surveying, analysis, and interpretations, Net Promoter will affect real, positive change for those organizations that apply it correctly. Drawing on illustrative case-study findings from the more than eighty companies for which the authors have helped to put Customer Experience Management and Net Promoter disciplines in place, this book is designed to help apply Net Promoter correctly, and foster growth and profitability in any organization.
Owen's book is an easy read.
This book is a great follow-up to "The Ultimate Question" by Fred Reichheld and is a MUST-READ for any company implementing a customer loyalty program.
The book also provides some extra questions that will allow you to segmentate and calculate real Dollars to the Net Promoter Score.
This book is full of good information and has good case studies. I dealt it was a little dry and technical at times.Published 10 months ago by Jake Brose
This is a well done book about the net promoter system and how best to use it in your particular environment today.Published 20 months ago by CH
An essential book for anyone remotely considering implementing NPS. Having read it over three times it will be our guidebook for our companyPublished on April 19, 2013 by Barry
Covers the basics of implementing NPS and useful supplement to the Ultimate Question 2.0. Also got me thinking about the basics of customer segmentation. Read morePublished on March 9, 2013 by Abhishek Bhartia
this is a great book on an important subject. NPS is becoming increasingly important for brands to consider. Loved i!Published on November 24, 2012 by Kloos
Today, I had the pleasure of interviewing Richard Owen on my TV show, to discuss this book. Not many people can earn this title, but Richard is clearly a thought leader in his... Read morePublished on May 21, 2012 by Steven J. Dorfman
If you want to understand the motivation and methods for introducing a Globally accepted Customer Satisfaction Survey (Net Promoter Score) then this book is a must read! Read morePublished on March 3, 2010 by John W. Van Dijk