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Answering the Ultimate Question: How Net Promoter Can Transform Your Business



Answering the Ultimate Question: How Net Promoter Can Transform Your Business

Richard Owen, Laura L. Brooks PhD

ISBN: 978-0-470-26069-2 November 2008 Jossey-Bass 320 Pages


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.

1 Net Promoter Fundamentals and Operating Model.

A Net Promoter Primer.

Why Traditional Approaches Fail.

Net Promoter: Key Tenets.

The Net Promoter Operating Model.

Putting It Together: Implementing the Operating Model.

2 Using Customer Economics and Segmentation to Maximize Loyalty.

Quest for Customer Intimacy.

Segmenting for Optimal Results.

Calculating Return on Promoters.

Estimating the Impact of Word of Mouth.


3 Driving Change: Instill Customer-Centric DNA.

Why Discuss Change Management?

Aligning the Organization.

Getting Senior Leadership Committed.

Getting the Front Line Aligned.

Goal Setting in the Context of Change Management.

Program Governance Model.


4 Designing an Enterprise Roadmap.

Customer Solutions.

Relationship Versus Transactional Survey Processes.

The Customer Corridor and Its Touch Points.

Employee Solutions.

Phased Versus Big Bang Approach.

Sequencing Your Roadmap.


5 Building Trustworthy Data.

What Is Trustworthy Data?

Creating the Strategy: Three Key Elements.

The Right Customers: Measuring Who Matters.

The Right Question: Choosing the Right Metric.

The Right Questions: Fitting Survey Strategy to the Business.

Determining the Right Time to Measure.

Other Considerations.


6 Determining the Root Cause of Promoters and Detractors.

Common Analytical Approaches.

Stated Driver Analysis.

Inferential Driver Analysis.

Comparison of the Tools.


7 The Closed-Loop Process.

Defi ning Closed-Loop Excellence.

Action at All Levels.

Closing the Loop at the Front Line.

Case Study: BearingPoint Closes the Loop at the Account Level.

Closing the Loop at the Management Level.

Closing the Loop at the Executive Level.

Accountability at All Three Levels.


8 Setting Realistic Targets and Improvement Strategies.

Relative Performance.

Cultural Differences.


Improvement Time Frames and Rhythm.

The Methodology for Setting Targets.


9 Innovation Drives Transformation.

Technology Enables Transformation.

Operational Improvements and Innovation.

Developing Brand-Focused Communities.

Identifying NetWorked Promoters.


Resources: Interviews Conducted.



The Authors.