“How likely are you to recommend [Company X] to a friend or colleague?”
ultimate questions 2.0, freed reichheld and rob markey · The Ultimate Question
MeaningThis is the core 'ultimate question' that forms the basis of the Net Promoter Score (NPS). It's asked to customers to gauge their loyalty and willingness to advocate for a company, categorizing them into Promoters, Passives, or Detractors.
“Good profits are earned when loyal customers come back for more and tell their friends to do the same.”
ultimate questions 2.0, freed reichheld and rob markey · Good Profits, Bad Profits
MeaningThis quote defines 'good profits' as those derived from genuine customer loyalty and positive word-of-mouth, contrasting them with 'bad profits' that exploit customers. It emphasizes that sustainable growth comes from creating value that customers appreciate and share.
“Bad profits are earned at the expense of customer relationships.”
ultimate questions 2.0, freed reichheld and rob markey · Good Profits, Bad Profits
MeaningThis line defines 'bad profits' as revenue generated through practices that harm customer trust or satisfaction, such as hidden fees, confusing contracts, or poor service. The authors argue that such profits are unsustainable and ultimately detrimental to a company's long-term health.
“The single most reliable indicator of a company's ability to grow.”
ultimate questions 2.0, freed reichheld and rob markey · The Economics of Loyalty
MeaningThis statement refers to the Net Promoter Score (NPS), positioning it as a powerful predictor of future business growth. The authors argue that companies with higher NPS scores tend to outperform competitors because loyal customers drive repeat business and referrals.
“Closing the loop.”
ultimate questions 2.0, freed reichheld and rob markey · Closing the Loop
MeaningThis phrase refers to the critical process of following up with individual customers who provide feedback, especially Detractors, to understand their issues and resolve them. It's also about sharing insights from feedback across the organization to drive systemic improvements.
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