Answering the Ultimate Question, Richard Owen & Laura L. Brooks

Jim Ewan • Published 4 Sep 2009 17:01

Applying 'Net Promoter'

Published by Jossey Bass

Not 'what is the meaning of life?' but, according to Owen & Brooks, 'how likely is it that you would recommend this business to a friend or colleague?'

Developed from a 2006 best-seller, Net Promotion begins with a simple premise; ask people to rate the chances of their recommending you on a scale of 1 to 10. Based on answers given it is claimed to be possible to predict future success or failure. A whole methodology has grown around this basic idea and many are the adherents to Net Promoter and its tenets.

What we are talking about here is customer loyalty and, let's face it, the majority of CRM efforts fall down at the implementation stage (the minority fall down elsewhere; successful CRM is an elusive target). This book provides a plan for implementing Net Promoter successfully and running what Troy Stevenson of Charles Schwab refers to as a 'customer-centric' organisation.

The authors have drawn on their own clients to provide case studies and those clients' enthusiasm shines through in every case.

Net Promoter is not for the faint-hearted though and, unless your business is already a convert, you would be advised to read Fred Reichheld's 'The Ultimate Question' before venturing into this volume.

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