Fred Reichheld's 2006 book The Ultimate Question--that question being,
"How likely is it that you would recommend this company to a friend or
colleague?"--challenged the conventional wisdom of customer satisfaction
programs. It coined the terms 'bad profits' and 'good profits' and
pointed to a faster, much more accurate way of gauging customers' real
loyalty to a company, introducing a quantitative measure (the Net
Promoter Score) for establishing a baseline and effectively tracking
changes going forward.
Richard Owen and Laura Brooks are co-developers, along with Reichheld,
of the methodology behind answering the question. In this book, Owen and
Brooks tell how based on a variety of real case studies' to actually
embed Net Promoter discipline in organizations of all types.