We recommend the body of work by Fred Reichheld, in particular The Ultimate Question: Driving Good Profits and True Growth. The ultimate question is, “How likely is it that you would recommend this company to a colleague or friend.” The answer to this question drives what Fred terms the Net Promoter Score: “Net Promoter Score (NPS) is based on the fundamental perspective that every company’s customers can be divided into three categories. Promoters are loyal enthusiasts who keep buying from a company and urge their friends to do the same. Passives are satisfied but unenthusiastic customers who
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