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Answering the Ultimate Question: How Net Promoter Can Transform Your Business Hardcover – November 24, 2008

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Answering the Ultimate Question: How Net Promoter Can Transform Your Business + The Ultimate Question 2.0 (Revised and Expanded Edition): How Net Promoter Companies Thrive in a Customer-Driven World + The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value
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Editorial Reviews

Review

"...this detailed and lengthy book...looks at ways in which companies' NPS ratings can be improved" (Research Magazine, February 2009) ‘The book covers the core process of capturing accurate data, using the results to investigate internal and customer-facing processes.' (Quality World, September 2010).

From the Inside Flap

Answering the Ultimate Question

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.

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Product Details

  • Hardcover: 320 pages
  • Publisher: Jossey-Bass; 1 edition (November 24, 2008)
  • Language: English
  • ISBN-10: 0470260696
  • ISBN-13: 978-0470260692
  • Product Dimensions: 6.3 x 1.1 x 9.3 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #85,042 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful By Robert Reiss on December 21, 2008
Format: Hardcover
Answering the Ultimate Question is an exceptional handbook outlining how to codify the process of enhancing the customer experience -- which is critical especially in today's economy. The case studies are compelling. The Net Promoter Score concept is simple and pithy. Frequently these types of books are academic and enjoyable, but fall short on practical application...Answering the Ultimate Question is different; it provides a practical roadmap. Suggest for business managers seeking to enhance customer experience.
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14 of 18 people found the following review helpful By J. Burr on October 4, 2010
Format: Hardcover
I found this book completely self-referencing and self-promoting. There is one thing you can count on in the world of marketing and that is nothing stays consistent. You can't judge your business on the basis of one measure. It's like judging your car with the oil gage. When it goes off you know you are in trouble, but it doesn't tell you how to prevent or solve the problem. If you do you will be caught like every other dinosaur. Throughout the book the authors present that their one self-developed, self-promoted, and trademarked number is exclusive in it's ability. The lack of counter comparison or argument with other well known loyalty metrics substantiates this. If you are getting ready to spend more money with Satmetrix then I guess this is the book for you. If not read the 10 minute explanation of how to score the metric, include it in your loyalty program, and you will be good to go. Also, if you are an experienced marketer, 7 out of the 9 chapters cover standard change management and focus group collection processes. These process are the same no matter of the metrics you use.
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4 of 4 people found the following review helpful By NAC on March 9, 2009
Format: Hardcover
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. It answered ALL my questions on Net Promoter and gave me simple easy ideas to carry forward and improve my customer loyalty program. The book is written in a simple and easy style (not text book style) so it was an easy and fast read & had lots of real-life case studies. I have already started using some of the ideas in the book with great results! I highly recommend this book!
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3 of 3 people found the following review helpful By Gordon on January 22, 2009
Format: Hardcover
The title was so compelling I had to take a look at it. What I found was much more compelling. Using the net, this book proves you can finally measure customer loyalty , then take powerful actions to improve it and, as a result, increase company profits. I expect this pioneering and meaty book to be required reading in the top business schools.
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Format: Hardcover
This book provides a practical tool for applying the NPS to your company. It is full of examples, diagrams and advice for tactical application. The cases are particularly instructive, given the authors' experience with over 80 companies for which they have helped to put Customer Experience Management and Net Promoter disciplines into practice.
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1 of 1 people found the following review helpful By George Whitehill on December 31, 2008
Format: Hardcover
I found this book to be a great resource in implementing our customer loyalty program. The book is well organized and thought out. It saves me time and money knowing what to do and what to avoid. I recommend it very highly.
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1 of 1 people found the following review helpful By Jarhead on April 12, 2013
Format: Kindle Edition Verified Purchase
The ultimate question needed this as a sequel it helped to put the missing pieces together for implementation. Enjoy the read.
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Format: Hardcover Verified Purchase
The promise on the front of this book that this book will help you harness the power of the net promoter is true. This book is a very good book when read the Ultimate Question. The book can be read the best in order of appearance wile the most chapters take care about one subject inside the operating model

This book provides a lot of usuable methods, models and tools to draw specific conclusions from your NPS Data.
The book also provides some extra questions that will allow you to segmentate and calculate real Dollars to the Net Promoter Score.
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