Copy Link
E-mail
LinkedIn
Facebook
Telegram
WhatsApp
Latest Updates
Answering the Ultimate Question: How Net Promoter Can Transform Your Business
DIAMOND
RATING
RATING
Richard Owen, Laura L. Brooks, Jossey-Bass Publishing, 2009
Senteo’s Review 
This book provides a good follow-up to “The Ultimate Question” for better understanding how to apply the NPS (Net Promoter Score) discipline in practice.
The authors – Richard Owen and Laura L. Brooks – are co-developers the NPS. Here, they give a variety of real case studies for readers to link this metric with business growth and profitability in any organization. They begin with an overview of the NPS and the Net Promoter Operating Model and its 6 Elements: create customer-centric DNA; develop an enterprise roadmap; build trustworthy data; identify root cause of promoters; drive action and accountability; and innovation and transformation. The following chapters provide real examples of how each of these elements were applied or how to avoid misapplication.
This book provides many examples and offers an extensive collection of diagrams and templates/worksheets – such as segmenting for optimal results, calculating return on promoters, estimating the impact of word of mouth, program governance models/responsibilities, designing an enterprise roadmap, building trustworthy data, and setting realistic targets and improvement strategies.
As would be expected, the authors promote the NPS as the end-all and sole measure of performance and customer loyalty. Unfortunately, there is no consideration of other metrics in this book – which could be quite valuable to compare for different tasks, markets and business models.
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.
This book provides a practical tools and guides for applying the NPS to your company. It is full of examples, diagrams and advice for tactical application. The cases are particularly instructive, given the authors’ experience with over 80 companies for which they have helped to put Customer Experience Management and Net Promoter disciplines into practice.
To delve deeper into NPS and other metrics of customer loyalty, see Senteo reviews for “The Ultimate Question 2.0“ and “Measuring Customer Satisfaction and Loyalty”.
Senteo Subject Category
“Answering the Ultimate Question” provides extensive examples for implementing NPS in practice as well as elements of utilizing for ongoing performance measurement and tactical application of this strategy.
The best book reviews in your inbox!
Subscribe now and receive a special gift with your subscription.
See content on this topic
What is the difference between retention and loyalty, and between customer-centric and relationship-centric business models? How exactly can one monetize customer experience? Michael Ruckman answers these questions and more…
Michael Ruckman talks about Customer Experiences & Customer Journeys, The three faces of Digital for Retailers and the state of leadership in the retail market today.
Simon Sinek explains that starting with ‘why’, having a strong driving motivation behind the work you do, can be the deciding factor between success and failure for a business venture.
Related Book Reviews & Education
Ries explores the pitfalls and shortcomings that catalyzed many start-up failures, and the tools and mindset required to avoid that same fate, offering insights from both anecdotes and theory perspective.
This book is about customer experience and how to implement it, stressing that customer experience is sustained not just by customer-facing elements but by the entire organization behind the scenes.
Frontline Trainings
Front Line Sales Training & Development
Sales training for front line along with basic development and coaching principles for line management.
Master Class
Workshop
Experiential Branding & Communications – Improving Brand Integration Through Emotional Engagement
Understanding branding and communications from the standpoint of emotional engagement and building relevant and meaningful dialogue with customers.
Master Class
Workshop
Designing Experiential Customer Environments (Physical & Digital)
This course covers a complete view of customer touch points (both physical and virtual) and a unique model for standardizing and managing customer contact models across channels including approaches for customer feedback, quality management, and migration.
Management Trainings
Experiential Innovation & Relationship-Centric Business Design
Understand how the innovation process changes moving from functionality and channel design to a process focused on creating value for customers.
New
Online Course
Understanding Brand & Communications
Experiential Branding & Communications – Improving Brand Integration Through Emotional Engagement.
$195 One-Time Charge
Online Course
Understanding Customer Touch Points
This course covers a complete view of customer touch points (both physical and virtual) and a unique model for standardizing and managing customer contact models across channels.
$195 One-Time Charge
Master Class
Workshop
Using Customer-Oriented Analytics & Behavioral Scenarios to Improve Business Performance
Understand the value of a customer-oriented analytics package and how behavioral scenarios can be used to improve profitability through influencing behavior and usage.
Master Class
Workshop
Understanding Game Dynamics & Applying Gamification to Drive Customer / Employee Engagement & Loyalty
To understand the principles of game dynamics and learn how to effectively use the elements of gamification in business: to involve customers, employees and contractors in the process.
Master Class
Workshop
Evolution of CRM Systems – Relationship Management & Influencing Customer Behavior
Understand the components and features in a complex Customer Relationship Management system (infrastructure, architecture, functionality, etc.) and the uses and benefits for both the business and the customer.
Master Class
Workshop
Designing & Managing Effective Relationship Management Processes
Understanding the range and function of different relationship management processes used to build customer engagement models and manage the quality of customer relationships.
Management Trainings
Experiential Innovation & Relationship-Centric Business Design
Understand how the innovation process changes moving from functionality and channel design to a process focused on creating value for customers.
Go Back
Leave a Reply
You must be logged in to post a comment.