Answering the Ultimate Question: How Net Promoter Can Transform Your Business
Praise for Answering the Ultimate Question\ "A gritty, practical, how-to guide for anyone looking to implement high-impact customer loyalty programs. Loaded with tips and tricks—the things you need to know to use Net Promoter as a discipline for building a more profitable business."\ —Ralph A. Oliva, executive director, Institute for the Study of Business Markets; Professor of Marketing, Smeal College of Business, Penn State University\ "Most customer loyalty management efforts fail because...
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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.
Introduction1 Net Promoter Fundamentals and Operating Model2 Using Customer Economics and Segmentation to Maximize Loyalty3 Driving Change: Instill Customer-Centric DNA4 Designing an Enterprise Roadmap5 Building Trustworthy Data6 Determining the Root Cause of Promoters and Detractors7 The Closed-Loop Process8 Setting Realistic Targets and Improvement Strategies9 Innovation Drives Transformation Conclusion Resources: Interviews Conducted References Index
