{"product_id":"answering-the-ultimate-question-isbn-9780470260692","title":"Answering the Ultimate Question","description":"Fred Reichheld's 2006 book \u003ci\u003eThe Ultimate Question,\u003c\/i\u003e 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. \u003cp\u003eIntroduction ix\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Net Promoter Fundamentals and Operating Model 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Net Promoter Primer 1\u003c\/p\u003e \u003cp\u003eWhy Traditional Approaches Fail 3\u003c\/p\u003e \u003cp\u003eNet Promoter: Key Tenets 10\u003c\/p\u003e \u003cp\u003eThe Net Promoter Operating Model 17\u003c\/p\u003e \u003cp\u003ePutting It Together: Implementing the Operating Model 23\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Using Customer Economics and Segmentation to Maximize Loyalty 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eQuest for Customer Intimacy 26\u003c\/p\u003e \u003cp\u003eSegmenting for Optimal Results 27\u003c\/p\u003e \u003cp\u003eCalculating Return on Promoters 34\u003c\/p\u003e \u003cp\u003eEstimating the Impact of Word of Mouth 44\u003c\/p\u003e \u003cp\u003eConclusion 56\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Driving Change: Instill Customer-Centric DNA 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Discuss Change Management? 57\u003c\/p\u003e \u003cp\u003eAligning the Organization 61\u003c\/p\u003e \u003cp\u003eGetting Senior Leadership Committed 62\u003c\/p\u003e \u003cp\u003eGetting the Front Line Aligned 66\u003c\/p\u003e \u003cp\u003eGoal Setting in the Context of Change Management 71\u003c\/p\u003e \u003cp\u003eProgram Governance Model 77\u003c\/p\u003e \u003cp\u003eConclusion 88\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Designing an Enterprise Roadmap 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCustomer Solutions 90\u003c\/p\u003e \u003cp\u003eRelationship Versus Transactional Survey Processes 94\u003c\/p\u003e \u003cp\u003eThe Customer Corridor and Its Touch Points 97\u003c\/p\u003e \u003cp\u003eEmployee Solutions 103\u003c\/p\u003e \u003cp\u003ePhased Versus Big Bang Approach 109\u003c\/p\u003e \u003cp\u003eSequencing Your Roadmap 111\u003c\/p\u003e \u003cp\u003eConclusion 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Building Trustworthy Data 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is Trustworthy Data? 120\u003c\/p\u003e \u003cp\u003eCreating the Strategy: Three Key Elements 121\u003c\/p\u003e \u003cp\u003eThe Right Customers: Measuring Who Matters 122\u003c\/p\u003e \u003cp\u003eThe Right Question: Choosing the Right Metric 128\u003c\/p\u003e \u003cp\u003eThe Right Questions: Fitting Survey Strategy to the Business 131\u003c\/p\u003e \u003cp\u003eDetermining the Right Time to Measure 143\u003c\/p\u003e \u003cp\u003eOther Considerations 149\u003c\/p\u003e \u003cp\u003eConclusion 159\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Determining the Root Cause of Promoters and Detractors 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCommon Analytical Approaches 162\u003c\/p\u003e \u003cp\u003eStated Driver Analysis 162\u003c\/p\u003e \u003cp\u003eInferential Driver Analysis 178\u003c\/p\u003e \u003cp\u003eComparison of the Tools 187\u003c\/p\u003e \u003cp\u003eConclusion 189\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 The Closed-Loop Process 191\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefining Closed-Loop Excellence 192\u003c\/p\u003e \u003cp\u003eAction at All Levels 202\u003c\/p\u003e \u003cp\u003eClosing the Loop at the Front Line 204\u003c\/p\u003e \u003cp\u003eCase Study: BearingPoint Closes the Loop at the Account Level 214\u003c\/p\u003e \u003cp\u003eClosing the Loop at the Management Level 218\u003c\/p\u003e \u003cp\u003eClosing the Loop at the Executive Level 223\u003c\/p\u003e \u003cp\u003eAccountability at All Three Levels 226\u003c\/p\u003e \u003cp\u003eConclusion 228\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Setting Realistic Targets and Improvement Strategies 229\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRelative Performance 229\u003c\/p\u003e \u003cp\u003eCultural Differences 234\u003c\/p\u003e \u003cp\u003eCompensation 241\u003c\/p\u003e \u003cp\u003eImprovement Time Frames and Rhythm 247\u003c\/p\u003e \u003cp\u003eThe Methodology for Setting Targets 248\u003c\/p\u003e \u003cp\u003eConclusion 250\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Innovation Drives Transformation 253\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTechnology Enables Transformation 254\u003c\/p\u003e \u003cp\u003eOperational Improvements and Innovation 258\u003c\/p\u003e \u003cp\u003eDeveloping Brand-Focused Communities 264\u003c\/p\u003e \u003cp\u003eIdentifying NetWorked Promoters 274\u003c\/p\u003e \u003cp\u003eConclusion 281\u003c\/p\u003e \u003cp\u003eResources: Interviews Conducted 283\u003c\/p\u003e \u003cp\u003eReferences 291\u003c\/p\u003e \u003cp\u003eAcknowledgments 295\u003c\/p\u003e \u003cp\u003eThe Authors 297\u003c\/p\u003e \u003cp\u003eIndex 299\u003c\/p\u003e  \u003cp\u003e\"... this detailed and lengthy book... looks at ways in which companies' NPS ratings can be improved.\" (\u003cem\u003eResearch Magazine,\u003c\/em\u003e February 2009) \u003c\/p\u003e\u003cp\u003e\"The book covers the core process of capturing accurate data, using the results to investigate internal and customer-facing processes.\" (\u003cem\u003eQuality World,\u003c\/em\u003e September 2010)  \u003c\/p\u003e\u003cp\u003e\u003cb\u003e The Authors\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eRICHARD OWEN\u003c\/b\u003e is CEO of Satmetrix. Satmetrix was instrumental in developing the concept of Net Promoter and is dedicated to helping organizations apply and benefit from this revolutionary approach using innovative technology and services.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eLAURA BROOKS, PhD,\u003c\/b\u003e is vice president of research and consulting at Satmetrix. She is the acknowledged expert in applying the Net Promoter discipline at an operational level. Brooks has conducted and published over thirty studies on Net Promoter, customer loyalty, and word of mouth marketing.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eFRED REICHHELD\u003c\/b\u003e’s 2006 BOOK \u003ci\u003eTHE ULTIMATE QUESTION\u003c\/i\u003e—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. \u003c\/p\u003e \u003cp\u003eRichard 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.  \u003c\/p\u003e\u003cp\u003e\u003ci\u003eAnswering the Ultimate Question\u003c\/i\u003e builds on the link between Net Promoter Scores and business growth and profitability. Combined with an operational discipline to increase Promoters and reduce Detractors, Net Promoter represents a potential win-win for businesses and their customers. The Net Promoter Score offers a near-real-time metric closely coupled and correlated with precipitating actions. Instead of waiting months for long, drawn-out surveying, analysis, and interpretations, Net Promoter will affect real, positive change for those organizations that apply it correctly. Drawing on illustrative case-study findings from the more than eighty companies for which the authors have helped to put Customer Experience Management and Net Promoter disciplines in place, this book is designed to help apply Net Promoter correctly, and foster growth and profitability in any organization.\u003c\/p\u003e","brand":"Jossey-Bass","offers":[{"title":"Default Title","offer_id":47988743176421,"sku":"NP9780470260692","price":29.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470260692.jpg?v=1761781414","url":"https:\/\/k12savings.com\/products\/answering-the-ultimate-question-isbn-9780470260692","provider":"K12savings","version":"1.0","type":"link"}