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Asking the Best Question—Not Just the Right One

Why the Net Promoter System®'s central question yields useful answers that lead to action.

By Fred Reichheld and Rob Markey

Video

Asking the Best Question—Not Just the Right One
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Companies can ask many questions to gauge loyalty, but the ultimate one—how likely is it that you would recommend us to a friend?—was the best predictor of future customer behavior in tests.

Net Promoter®, Net Promoter System®, Net Promoter Score® and NPS® are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc. 

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Fred Reichheld and Rob Markey, authors of "The Ultimate Question 2.0," discuss the book and the principles of the Net Promoter System®.
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