In the first edition of this landmark book business loyalty guru Fred Reichheld revealed the
question most critical to your company’s future: “ Would you recommend us to a friend?” By
asking customers this question you identify detractors who sully your firm’s reputation and
readily switch to competitors and promoters who generate good profits and true sustainable
growth. You also generate a vital metric: your Net Promoter Score. Since the book was first
published Net Promoter has transformed companies across industries and sectors constituting
a game-changing system and ethos that rivals Six Sigma in its power. In this thoroughly
updated and expanded edition Reichheld with Bain colleague Rob Markey explains how
practitioners have built Net Promoter into a full-fledged management system that drives
extraordinary financial and competitive results. With his trademark clarity Reichheld: •
Defines the fundamental concept of Net Promoter explaining its connection to your company’s
growth and sustained success • Presents the closed-loop feedback process and demonstrates
its power to energize employees and delight customers • Shares new and compelling stories
of companies that have transformed their performance by putting Net Promoter at the center of
their business Practical and insightful The Ultimate Question 2.0 provides a blueprint for
long-term growth and success.
