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The Ultimate Question 2.0

The Ultimate Question:
Driving Good Profits and True Growth

by Fred Reichheld
Harvard Business School Press, 2006

The author
Fred Reichheld is a Bain Fellow and Founder of Bain's Loyalty practice. After more than twenty-five years with the firm, he was selected to become the first Bain Fellow. Fred's noteworthy career has also been recognized by Consulting Magazine, which included Fred on its list of the world's top 25 consultants.

Fred is the author of two best-selling books, eight Harvard Business Review articles, and three Wall Street Journal articles on loyalty. According to The New York Times: "[he] put loyalty economics on the map." And The Economist calls him "the high priest" of loyalty. His latest book, The Ultimate Question, will be published early in 2006 by Harvard Business School Press.

Read Fred Reichheld's media biography
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To request an interview with the author, contact loyalty@bain.com

The concept
One question can determine your business's future. Do you know the answer?

CEOs regularly announce ambitious growth targets, then fail to achieve them. The reason? Their growing addiction to bad profits. These corporate steroids boost short-term earnings but alienate customers. They undermine growth by creating legions of detractors - customers who complain loudly about the company and switch to competitors at the earliest opportunity.

Now loyalty expert Fred Reichheld shows how to reverse the equation, turning customers into promoters who generate good profits and true, sustainable growth. The key: one simple question-Would you recommend us to a friend or colleague? - that allows companies to track promoters and detractors and produces a clear measure of an organization's performance through its customers' eyes. In industry after industry, this "Net Promoter ® Score" is the single most reliable indicator of a company's ability to grow.

Based on extensive research, The Ultimate Question shows how companies can rigorously measure Net Promoter statistics, help managers improve them, and create communities of passionate advocates that stimulate innovation. Vivid stories from leading-edge organizations illustrate the ideas in practice.

Practical and compelling, this is the one book-and the one tool-no growth-minded leader can afford to miss.

Read more on the Net Promoter concept on Netpromoter.com
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