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The Ultimate Question 2.0 (Revised and Expanded Edition): How Net Promoter Companies Thrive in a Customer-Driven World

3.89  ·  Rating details ·  913 ratings  ·  66 reviews
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 gro ...more
Hardcover, 290 pages
Published September 20th 2011 by Harvard Business Review Press
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Jw van Eck
Dec 14, 2014 rated it did not like it
Shelves: business
A familiar concept: consulting company does some research, publishes an article, then a book. This one is about the one number* you should monitor whether you and your organisation are behaving customer centric: the likeliness to recommend your product or services to a friend or colleague. It is called The Net Promotor Score and now it is even system, see

The book has the worst introduction I have ever read. It states that because the method is free (thought NPS
المهند السبيعي
Jan 28, 2017 rated it did not like it
I am working in market research field since Seven years, I always said that NPS creator succeeded not in creating the ultimate question but in marketing and promoting that they did so, this book is another Marketing campaign for this metric which I am not convinced at all that it is deserved to be called the ultimate question, I preferred to call NPS the ultimate myth . .

Although the author admit that there are some white papers claming bad things about NPS, but he didn't discussed thier claims
Tanja Berg
May 28, 2012 rated it really liked it
Shelves: business
As the company I work for uses NPS (net promoter score), I figured reading a book about it would be useful and fill in some blanks. The "ultimate questions" in customer satisfaction is this: "would you recommend us to a friend?" The scale is 0 to 10, where the customers who tick in 9 or 10 are called promoters, the once who give 7 and 8 are called passives and the ones giving a score of 6 or below are called detractors. This is a score of excellence, because exactly how good does a company or re ...more
Nast Marrero
Nov 16, 2014 rated it really liked it  ·  review of another edition
Recommends it for: Managers, middle-managers and front-line employees
Shelves: agile-management
It is astonishing to realize how aligned are the leading management innovations nowadays. Agile Frameworks, Lean Six-Sigma, Lean Startup, Customer Development. Reads from these disciplines share many principles. In the core of them is customer centrism as the single main indicator of health in an organizations. These organizations focus on building systems that are continuously learning and improving towards the perfect (ideal) service and product.

Net Promoter Score and System is a sharp toolkit
Robert Chapman
I first heard about NPS at an executive meeting at my previous company. Even with the high level explanation given during the presentation I knew it was something I needed to learn more about as it was obvious it could offer huge value.

This book is a simple to read all in one reference and guide for NPS, so I'd say the title is pretty accurate in the use of the word "ultimate".

The raw power and reach of social media is overwhelming any messaging that companies can hope to put forward. A simple m
Apr 28, 2016 rated it liked it  ·  review of another edition
Shelves: business, non-fiction
A company I had previously worked for started to use NPS which is where I first saw this methodology. This book was recommended reading to get up to speed on the methodology. It seems like there is a new "thing" every few years. As a methodology, NPS makes a lot of sense and this book does a good job of laying explaining why becoming more customer centric is so important. The anecdotes from various companies on how they got started and who was assigned to head up the project was very interesting ...more
Anton Iokov
Jun 12, 2017 rated it really liked it  ·  review of another edition
Shelves: kindle
This is the most controversial book I've read.

It is full of marketing bullshit and shallow preaching. It is extremely repetitive and can be easily be shortened twofold or even threefold.

There are parts that are obvious even to a 10-year-old:
"More value for less money. Schwab reduced its prices aggressively. But instead of also reducing its services, it improved what customers reveived". What a surprising receipt for success!

The author either doesn't know about survivorship bias or preferes not t
Josh Steimle
Jan 22, 2013 rated it really liked it
If you're wondering whether you need to read the previous iteration of this book AND this book the answer is no. This book contains everything from the first book and then some, at least as nearly as I can tell, having read both within weeks of each other. I would just get this book and ignore the earlier edition.

Now that we're done with that, this is a great business book. The general concept is quite simple--there's only one question that matters and so focus on that. The rest of the book just
Jul 17, 2016 rated it it was amazing
The Net Promoter Score stems from customer loyalty research at Bain. The premise is that in order to collect customer feedback to create a customer-centric organization, one question is sufficient("on a sale of 0-10, how likely are you to recommend us to a friend or colleague?"

This book outlines cases where this system has been used, pitfalls, etc. It's compelling to someone like myself who goes in with a bias leaning towards the system and ideology, and it walks through ways to help ensure that
Angela Guedes
Jan 04, 2015 rated it liked it
Good concept with valuable ideas, but the book itself was hard to read. Too many chapters talking about the same things, it seemed I was reading the same ideas over and over again. like another reader pointed out, the author tried really hard to fill in a given number of pages.
Brian Kurzhal
May 28, 2019 rated it it was amazing
"On a zero-to-ten scale, how likely is it that you would recommend us (or this product/service/brand) to a friend or colleague?" Business loyalty expert Fred Reichheld explains how this single question can accurately reveal the health of your product, service, or brand. Based on their scores, your customers can be sorted into 3 distinct categories: Promoters (9-10), Passives (7-8), and Detractors (0-6). Net Promoter Score (NPS) = Percentage of Promoters - Percentage of Detractors. Detractors sp ...more
Needed for work project.

Criticisms of methodology are valid, from a statistician's POV. This is definitely a sales tool to market the method.

That said, there is still good advice on company surveys and client relationships. We've already decided to use NPS methods for our client relationship survey, so I listened to the audiobook to learn how it was being used and interpreted. Advantage of this method is its simplicity when implementing a system from nothing.
Aug 22, 2018 rated it liked it
Potentially a good idea, but the lack of actionable guidance is extremely evident and leads to an average at best rating.

I guess the most important takeaway from this book is that you should talk to your customers and "close the feedback loop". The majority of the book reads like a bunch of company reviews that almost always lack substance.
Steve Lewis
Jan 13, 2018 rated it it was amazing  ·  review of another edition
Excellent customer experience book, NPS is great

The net promoter system is a great way to improve customer experience. This book gives you the tools and methodology to apply it to your company.
Marc Lalonde
May 21, 2017 rated it it was amazing
Part of my current business metrics and is my only customer survey.
Filip Meuris
Feb 25, 2018 rated it really liked it
It makes you think about your own business. The cases are convincing and the setup of the book engaging.
Kevin O'Brien
May 06, 2018 rated it really liked it
Shelves: business
If you are measuring NPS and haven't read this book, then you don't know what you're doing.
Luis A
Sep 03, 2018 rated it really liked it
Great management tool in the Age of the Customer and specially on the Subscription Economy.
Jason Nash
Heavy going but lots of good case studies
Denise Rolon
Nov 24, 2018 rated it liked it
I learned a few new things and got some inspiration on how to approach NPS at work. Not super fun, but still worth reading.
Nov 27, 2018 rated it really liked it
Shelves: library
This review has been hidden because it contains spoilers. To view it, click here.
Atul Agrawal
Jan 20, 2019 rated it liked it
Great book to read. Very simplified. I would have liked to read more about the recent history though ( that is post Independence)
Ethan Demme
Feb 19, 2020 rated it really liked it
Great content. The book drags on too much and could have been more concise.
Thiru Balan
Fred Reichheld’s The Ultimate Question: A review

Unlike typical books on financial management or growth secrets, Fred Reichheld’s The Ultimate Question is such an easy read you may manage it while watching Phelps lap up goldies. The ease of reading need not deny the author’s authentic voice or original vision. Reichheld’s key argument is that there is no short-cut to a real sustained growth. In his view, growth and short-term profits are antithetical (177). When companies use misleading prices,
Jun 23, 2013 rated it really liked it
I really enjoyed this book, as in the past few years I have become an NPS champion at my workplace, and find it to be a very effective program. Reichheld not only gets into the basics, but he gives a lot of ideas on how to make NPS programs even more successful.

In a metric-driven and customer-driven world, I truly think that this is the next wave of business excellence. So many companies are looking to make their "Social Media Marketing" dreams come true, but in truth, what you are looking for
Tony Smith
NPS, the real deal

I am ready! This book sheds great insight on what it will take to launch NPS in your organization and what to expect.
Jim Tincher
Nov 28, 2011 rated it it was amazing
NPS - opinions vary as to whether it's the "best" way of measuring your customer engagement. The problem is that the industry is looking for a measurement that works for any industry or company. And such a tool does not exist.

Nevertheless, NPS is a good measurement, and Reichheld lays out how to be successful with the program.

The important thing that the author notes is that NPS does not stand for Net Promoter Score, but Net Promoter System. And it's this System that is critical. In fact, if yo
Dec 11, 2013 rated it liked it
Good intro to NPS and how to use it in such a way that you gain new insight into your business. It would have been good to have some examples featuring web products as it seems like there are some nuances there worth exploring. Also would have been helpful to get a perspective on how to do the initial extraction of insights from the feedback as at times with NPS it feels like drinking from a fire hose. Regardless, this is a good book especially for those who are thinking about implementing NPS o ...more
Jan 25, 2012 rated it really liked it
An excellent read, centering on the use and development of the NPS Survey, a system my current company, LEGO, uses. It talks about how and why the question "How likely are you to return" and "How likely are you to recommend" are the basis for judging level of customer service and the tie to repeat customers. Very enlightening, a godd read, not dry, as you would expect. Good reading for those of us in the CS sector.
May 05, 2012 rated it really liked it
Read this book to better understand an initiative at work and a task force I was on to help roll out for my company. It's not a boring, technical business book. Shares great examples on asking your customers the right questions and actually acting on their comments for a company to create loyal customers. I am a "promoter" for this book and method of obtaining and acting on customer feedback. Book looks long, but it's a quick read.
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Great info, could have been shorter 1 1 Jun 02, 2013 12:37AM  

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“where there is individual accountability, things get done. Measure is another magic word: what gets measured creates accountability. With no standard, reliable metric for customer relationships, employees can’t be held accountable for them and so overlook their importance.” 0 likes
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