• The Ultimate Question 2.0 (Revised and Expanded Edition)

  • How Net Promoter Companies Thrive in a Customer-Driven World
  • By: Fred Reichheld, Rob Markey
  • Narrated by: Walter Dixon
  • Length: 8 hrs
  • 4.3 out of 5 stars (312 ratings)

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Publisher's Summary

In the first edition of this landmark book, business loyalty guru Fred Reichheld revealed the question most critical to your company’s future: "Would you recommend us to a friend?” By asking customers this question, you identify detractors, who sully your firm’s reputation and readily switch to competitors, and promoters, who generate good profits and true, sustainable growth.You also generate a vital metric: your Net Promoter Score. Since the book was first published, Net Promoter has transformed companies, across industries and sectors, constituting a game-changing system and ethos that rivals Six Sigma in its power.

In this thoroughly updated and expanded edition, Reichheld, with Bain colleague Rob Markey, explains how practitioners have built Net Promoter into a full-fledged management system that drives extraordinary financial and competitive results. With his trademark clarity, Reichheld:

  • Defines the fundamental concept of Net Promoter, explaining its connection to your company’s growth and sustained success
  • Presents the closed-loop feedback process and demonstrates its power to energize employees and delight customers
  • Shares new and compelling stories of companies that have transformed their performance by putting Net Promoter at the center of their business

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

©2011 Fred Reichheld and Bain & Company, Inc. (P)2011 Gildan Media Corp

Critic Reviews

"[A] wonderful new book." (Forbes.com)

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What listeners say about The Ultimate Question 2.0 (Revised and Expanded Edition)

Average Customer Ratings
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    2 out of 5 stars
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No substance

What could have made this a 4 or 5-star listening experience for you?

Some material around how to set up NPS in a business.

Would you ever listen to anything by Fred Reichheld and Rob Markey again?

Yes -I love the NPS System. Unfortunately this book is 80% anecdotes about businesses that have successfully implemented it. Also, the vast majority were huge companies.

Would love to see some info on how startups or small companies can implement NPS.

What about Walter Dixon’s performance did you like?

Well read -good voice.

Any additional comments?

My company has used NPS for 3 years so I love the concept. The book was interesting for a while as it's well read and some of the stories are interesting. Would have preferred some more meat around how to properly implement the system and less success stories.

2 people found this helpful

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Single question survey, genius

Talk about keeping it simple.

My key takeaway from this book is the power of implementing a single question survey. We have already operated by many of the NPS principles for years, assuming them to be common sense.

But the post transaction survey has never happened. Now it will.

1 person found this helpful

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Love the NPS strategy but boy is this is a sleeper

I only made it half way through, this was just boring as hell. After you get the nuts and bolts of how NPS works it's just a very slow delivery of examples. The narrator doesn't help liven it up any. I just couldn't bare to continue. However I do believe in and highly recommend the NPS busines strategy. Just don't expect to be whisked away by this story.

1 person found this helpful

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Pretty Solid Material

What did you love best about The Ultimate Question 2.0 (Revised and Expanded Edition)?

Giving me ideas on how to explain its relevance to the workforce and examples of how its imparted change to happen.

Any additional comments?

Very Worth The Time to listen to.

1 person found this helpful

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I wish....

I wish all the business leaders read this book. I certainly learned a lot from this book. Thank you for sharing your knowledge.

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Fantastic book, fantastic narration.... 10/10

Loved it. Great narrator. Held my breath till I finished it. Not put down able till finished. Great book.

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Of course they are right but you don’t really need a survey.

I have always maintained that you can listen to an employee for five minutes and know what type of person they are with customers and ultimately that is what you are trying to measure here. You are just trying to figure out if you and your business are behaving ethically and not being jerks.

This measure is the fad of the day, when everyone learns how to game it then we will be onto the next substitute for actually being nice to each other.

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The tool for a paradigm shift!

The structure of this book and the evidence behind it was the catalyst for a paradigm shift in our organization. Powerful!

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Great concept. Could have been shorter.

The concept is exceptional but I feel it could have been half as long. Now for the implementation.

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Great concept, book too long

Love the concept and the book overall. However it is about 3-4 hours too long. At one point I almost gave up on it as it seemed to drag about 1/2 way in. That said, if you want to learn about NPS (and I suggest you do), it is a very worthwhile listen!

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    5 out of 5 stars
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  • James
  • 03-10-12

Ensure you keep your good customers!

In a recession where the focus is on budgets you need to be able to prove that you are giving value rather than being a cost. NPS is the best way I have seen of ensuring you understand what the Customer thinks of you. I have never seen something so simple be so effective and when incorporated in products like CustomerGauge(tm) all the hard work is taken out of making the data into information.

If you believe that the Customer is King you need to read this to ensure that they feel that they are important.

1 person found this helpful

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  • dave
  • 03-08-21

one long advert

The rating is not a reflection of the system of NPS but the value and relevance of this book now that NPS is so widely used.
if you are completely new to NPS then i could imagine this book is ok, but some quick internet research can get you up to speed quickly.

i am not new to NPS, but rather looked to this book for a higher understanding that you would hope to get from the creator of the process. You don't get that, just a continuous bombardment of how great it is as very light on any limitations or operational implementation. I reached the end of my limit when he started preaching NPS should be taught at schools and the universal roll out would lead to a better society.

One final point, more and more books are saying for extra information ‘please visit my website’ (many times in this book) and of course when you go online you can't anything that they say is readily available.

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  • Gary
  • 07-15-15

Great read, very insightful

This book helps to solidify ones understanding in a way that is easy to understand and listen to, the references to real world companies and their experiences of implementing NPS is valuable. Great book.

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  • Louis
  • 11-08-20

Great book

covers the reasons to adopt NPS well with good reading, supporting stories and case studies are also good, would recommend