Rob Markey's Revised and Expanded Edition of The Ultimate Question 2.0: Unlocking the Secrets of Customer Loyalty and Driving Growth in a Customer-Driven World

Viswanathan: Great concept. Well explained. Great examples. Happy that I bought a hard bound edition as I wish to preserve this book for many, many years

India on Nov 06, 2023

Tavish: If you are looking for a book on NPS and how to manage customer KPIs - this should be your go to book.

United Kingdom on Aug 02, 2021

Amazon Customer: Sou fundador do Publicista.com.br - uma plataforma online para clientes que buscam agências de publicidade e consultorias de marketing. Um dos nossos diferenciais é que postamos, no perfil das agências, depoimentos de clientes reais, obtidos por meio de entrevistas telefônicas curtas (5-10min) mas que seguem uma metodologia rigorosa. Isso significa que potenciais clientes tem acesso a informação sobre a qualidade do trabalho da agência com uma profundidade e confiabilidade que não conseguem encontrar em nenhum outro lugar. Estamos sempre buscando aperfeiçoar a metodologia por trás dessas pesquisas, e o Net Promoter Score é um dos pilares que usamos. Tendo trabalhado na Bain & Co., consultoria da qual o autor do livro Fred Reichheld é sócio, li a primeira versão anos atrás e comprei agora para reler. Por um lado é brilhante como conseguiram derrubar décadas de dogmas sobre como pesquisa de satisfação 'deveria ser feita' (questionários de dezenas de perguntas que são chatos, difícieis de analisar e que acabam não sendo usados) e estabelecer algo mais prático - melhor uma técnica simples, imperfeita, que seja amplamente usada! Mas por outro lado as...

Brazil on Sep 21, 2016

Viral J.: I have been in the field of marketing and market research for more than 8 years. As one of the people involved in managing Brand Trackers, Customer Sat and NPS at the companies I work in, I have always been intrigued by this concept. I have to say, this book is an absolute winner. Loads of amazing examples, description of NPS in practice and adequate explanation of concepts makes it a perfect reading. Moreover, it makes you think about other things you can do around NPS. The book talks about all things that can be impacted by NPS and things that can impact NPS. Makes your mind move. One downside - some things do get repetitive in the book. You think - did I just read this earlier? The book can be cut down by 5% I think. But overall, I love the book and recommend to anyone who is in marketing, research, customer experience teams OR in general to anyone who is interested in learning about how to create a customer focused company and measure such success. So many books waste your time and money. Worth every penny and a keeper for the rest of my professional career. I am a promoter for this book - 10 on 10. I also will wait for the 3.0 version - which will of course bring the next set...

United States on Sep 25, 2014

John Nicolas Wilkinson: I recently completed reading The Ultimate Question 2.0[i] by Fred Reichheld. This is the second version of his book explaining and extolling the virtues of the Net Promoter Score or NPS. I was already quite familiar with the NPS methodology having pioneered its use in IT outsourcing. However, I found that the book still had much to commend it.

I took a number of key lessons from the book:

First, and foremost, the real power of NPS is as part of long-term strategy that places the customer at the heart of business. Reichheld contrasts "good profits" - earned from delighted repeat customers who promote the product to others - with "bad profits" where customers are "misled, mistreated, ignored or coerced". If, other factors cause companies to pursue "bad profits", NPS results will inevitably be poor and cosmetic improvement programs will achieve little.

A good NPS score (absolutely or relative to competitors) is NOT an end in itself. The end is sustained competitive advantage and profitable growth.

The NPS question and zero-to-ten scale is a straightforward, highly effective approach. It is easy to calculate, understand and compare with others. It does not...

United States on Sep 04, 2013

Bob Leonard, Jr.: This book completely energized me to think differently of service. While the concept of measuring and encouraging customer loyalty sounds obvious, the book presents it in a way that takes you through the process of actually getting there. We are right now on a firm retreat with the focus on the principles in this book.

From a perspective of the value we got from the book, I should rate it a 5. It is only a 4 because I would have liked to have seen more detail on how the companies that used the system actually improved their scores and therefore their customer loyalty leading to more profits and great growth. Perhaps that should be the job of a follow-up book.

I can't imagine anyone responsible for running and growing a profitable business not hugely benefiting from this book.

United States on Aug 11, 2013

Trekian: I bought this book at the request of my boss to see how we could introduce net promoter scores in our business. Having read the book, I am a convert and it is now my opinion that all businesses should run with this pointing to customer focus.

Littered with examples, some british, it explains all you need to know about the basics of why customer service can only really work if the whole business focuses on it in an organic way.

A good book with a little jargon but very understandable.

Recommended

United Kingdom on Feb 13, 2012

Oliver Völckers: Das Buch heißt "The Ultimate Question", weil es von der einen, ultimativen Frage handelt, die Verkäufer stellen können, wenn sie nur eine einzige Frage stellen dürfen: "Würden Sie dieses Produkt / diese Dienstleistung weiter empfehlen?".

Dies ist, wie die Autoren bereits in dem Vorgängerbuch gezeigt haben, die schnellste und zuverlässigste Methode, um Kundenzufriedenheit zu messen. Komplizierte und längere Umfragen führen zu schlechteren Rücklaufquoten und damit unsicheren Ergebnissen.

Im Buch heißt dieser Faktor der "Net Promoter Score". Es werden drei Gruppen von Antworten gebildet, die Empfehler, die Gleichgültigen und die Unzufriedenen. Dann werden die Nicht-Empfehlungen von den Empfehlungen subtrahiert und ins Verhältnis zu den Gesamtantworten gesetzt.

Beispiel: 100 Kunden werden gefragt "Würden Sie Olivers Hamburger Ihren Freunden empfehlen?". 40 sagen ja, 30 sagen egal, 20 raten ab, 10 antworten nicht. Dann beträgt der NPS (40-20) / (40+30+20) = 20 / 90 = 22,2%. Bei unzufriedenen Kunden kann der NPS also auch negativ ausfallen.

Das Buch heißt "... 2.0", weil es eine zweite Version ist, die bereits Erfahrungen zahlreicher Firmen...

Germany on Nov 14, 2011

Kindle Customer: NPS is kind of a tough subject. While the book spends some time trying to promote the idea (not sure if this is a case of consultants trying to milk the commercial element of the idea), I do think it does put forward the key arguments for and critical success points for the theory. We are looking at using this in Indonesia and I wonder to what extent the cultural aspects of this will come into play. But nonetheless, I think the Apple and Enterprise examples were quite interesting. It also makes some good points about internal communication. What I can say is that the authors came in knowing their stuff and had researched this quite well. The theory is certainly enthralling and it does provide a different way of looking at customer and employee value.

United States on Oct 01, 2011

A Promoter: Fred Reichheld and Rob Markey have consistently created and promoted the best of business practices. By following the Golden Rule and treating others as one would wish to be treated, they have proven through use of the Net Promoter Score and the Net Promoter System, both clearly explained in The Ultimate Question 2.0, that doing what is right for your customers really works (i.e., happy customers result in happy profits!). Through their use of countless real business examples of both good profits and bad profits, they make it easy to understand how to build one's business into an organization that one can be proud of, and that generates good profits and growth. Anyone who is trying to find ways to build their business will profit (pun intended!) from reading and employing the methods described so clearly in this very valuable book. Help make the business world a better place for customers and businesses. Buy it! Read it! Use it!

United States on Sep 20, 2011