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
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"...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).
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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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5 of 5 people found the following review helpful
By Robert Reiss
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.
3 of 3 people found the following review helpful
By NAC
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!
3 of 3 people found the following review helpful
By Gordon
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.
Most Recent Customer Reviews
5.0 out of 5 stars
A fantastic book that will assist any company implement NPS
An essential book for anyone remotely considering implementing NPS. Having read it over three times it will be our guidebook for our company
Published 1 month ago by Zingbasil
5.0 out of 5 stars
Excellent answer
The ultimate question needed this as a sequel it helped to put the missing pieces together for implementation. Enjoy the read.
Published 1 month ago by Jarhead
4.0 out of 5 stars
Helps to better understand how to apply the NPS (Net Promoter Score)...
This book provides a practical tool for applying the NPS to your company. It is full of examples, diagrams and advice for tactical application. Read more
Published 2 months ago by Michael Ruckman
4.0 out of 5 stars
Recommended reading for those implementing the NPS system
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 more
Published 2 months ago by Abhishek Bhartia
4.0 out of 5 stars
Loved i!
this is a great book on an important subject. NPS is becoming increasingly important for brands to consider. Loved i!
Published 6 months ago by Kloos
5.0 out of 5 stars
Impeccable Customer Experience = PROFIT
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 more
Published 12 months ago by Steven J. Dorfman
5.0 out of 5 stars
Answering the UQ as a practical guide to NPS
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. Read more
Published on March 18, 2011 by Ian Reijnders
1.0 out of 5 stars
This book is written to sell more business
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. Read more
Published on October 4, 2010 by J. Burr
5.0 out of 5 stars
NPS Guidelines
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 more
Published on March 3, 2010 by John W. Van Dijk
3.0 out of 5 stars
Why so little juice on top ?
Greenpeace would probably vote to cut this book into half of its length to preserve more forests.
I certainly acknowledge effort to put together new ideas on NPS score... Read more
I certainly acknowledge effort to put together new ideas on NPS score... Read more
Published on February 7, 2010 by Vitek Filip
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
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