The ultimate question: Would your customers recommend you?
November 23, 2011 | Online Marketing
According to a new book, individual customers behave consistently with the designations "promoter," "passive" and "detractor." If you are a promoter, you are buying more, staying longer, telling your friends and building the business.
Fred Reichheld and Rob Markey's book The Ultimate Question 2.0 is a follow-up to the bestselling book that first helped businesses understand their Net Promoter Score. One question - would you recommend us to a friend? - offered businesses a vital metric that has since been adopted widely by organizations, including GE.
Peter Fader, Wharton marketing professor, co-director of The Wharton Customer Analytics Initiative and author of Customer Centricity: What It Is, What It Isn't and Why It Matters, spoke with Markey about what NPS is, how companies can increase the number of people who promote them and why it is now a system and not just a score.
Get the full story at Knowledge@Wharton
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