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.
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