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Books

The Ultimate Question 2.0

The Ultimate Question 2.0

How Net Promoter Companies Thrive in a Customer-Driven World

By Fred Reichheld and Rob Markey

"Would you recommend us to a friend?"

This simple measure of customer loyalty remains the ultimate question years after it was unveiled. Today, thousands of leading companies have built it into their everyday operations.

"It has made us a better company."

Michael Diekmann, former CEO, Allianz SE

In this thoroughly updated and expanded edition of the landmark book The Ultimate Question, authors Fred Reichheld and Rob Markey explain how loyalty leaders are using Bain's Net Promoter System to deliver extraordinary financial and competitive results. With trademark clarity, Reichheld and Markey define the fundamental concept of Net Promoter System, explaining its connection to a company's growth and sustained success. They present the closed-loop feedback process, demonstrating its power to energize employees and delight customers through new and compelling stories of companies that have transformed their performance.

Practical and insightful, The Ultimate Question 2.0 provides a blueprint for long-term growth and success.

About the Authors

About the Authors

Fred Reichheld

Fred Reichheld

Fred Reichheld is a Bain & Company fellow and the creator of the Net Promoter System of management. His work in the area of customer and employee retention has quantified the link between loyalty and profits. Fred's books, The Loyalty Effect, Loyalty Rules! and The Ultimate Question have each become best sellers.

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Rob Markey

Rob Markey

Rob Markey is a partner in Bain’s New York office and a leader in the firm’s Customer Strategy & Marketing practice. He is an expert in customer and employee loyalty, new product development and customer service strategies. Rob has published numerous articles on customer experience and loyalty in publications such as the Harvard Business Review.

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What Others Are Saying

What Others Are Saying

The Ultimate Question 2.0 is full of practical and powerful insights that can help you build a great business that is grounded in customer loyalty. This should become a business classic.

John Donahoe, former CEO, eBay

 

Net Promoter has helped us create an intense focus on doing what's right for our clients and for our people. We use it as a beacon for navigating through turbulent times.

Bill McNabb, former Chairman, The Vanguard Group

 

Business leaders who ask The Ultimate Question know that few things drive growth more than a customer who recommends their products to friends and family.

Ken Chenault, former Chairman and CEO, American Express

Related Publications

Related Publications

Loyalty Rules!

Loyalty Rules!

Superior leaders use six bedrock principles of loyalty to take the high road in business—the only road that leads to lasting success.

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The Loyalty Effect

The Loyalty Effect

Even a small improvement in customer retention can double profits in your company.

Learn more