Review of The Ultimate Question 2.0

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The Ultimate Question 2.0 book summary
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8 Overall

9 Applicability

7 Innovation

7 Style


Bain & Company partner Fred Reichheld returns with a best-selling “revised and updated” version of his 2006 bestseller, The Ultimate Question – this time with a co-author, Bain partner Rob Markey. The original book instructed businesses that just one question matters: Will your customers recommend your company to friends, family and strangers? This sequel arrives 10 years after the first book. Since new technologies and constantly accelerating change make today’s business environment barely comparable to the commercial climate a decade ago, readers will find this update valuable and likely indispensable. The authors explain how and when to ask the “Ultimate Question.” They delve into how to structure surveys to measure the aligned, widely accepted metric – the Net Promoter Score (NPS), which has evolved into the Net Promoter System. NPS tells you what percentage of your buyers would respond to the ultimate question by recommending your company, offering, services and customer experience. The authors make a convincing, if somewhat repetitive, case for NPS. In the book’s mostly new second half, they offer illustrative histories about companies that use it successfully, including Apple Retail, JetBlue and Charles Schwab. getAbstract recommends this readable, practical guide to managers and small business owners, as well as to entrepreneurs who want to inculcate NPS’s customer loyalty principles into their ventures from the beginning.

About the Author

Bain & Company partner and fellow Fred Reichheld’s books include The Loyalty Effect, Loyalty Rules! and The Ultimate Question. Rob Markey, also a Bain partner, leads the firm’s Customer Strategy and Marketing practice and heads its “Net Promoter Score” Loyalty Forum.


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    Steve Towers 4 months ago
    Obviously, the writer(s) of this summary have been drinking the same kool-aid as the original author. Google 'NPS' and get a better understanding of why betting the farm on this one question may be the ultimate in self-delusion.

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