The ultimate question

Business strategist Fred Reichheld wrote a landmark book on what he calls The Ultimate Question—“How likely are you to recommend us to a friend?”

By asking this question to customers and employees, companies can quickly learn who is a promoter, who is neutral, and who is detrimental to the well being of a company.

Those who answer the question with a nine or ten are considered “promoters,” people who help ensure the profits, growth, and overall health of a company. Sevens and eights are neutral. But if someone answers the question with a one through six, that person is a detractor, someone who will do harm to a business.

Everyone’s job in any company is to make sure that every customer is a nine or ten, and if not, to put a massive corrective action plan in place to make sure that customer moves into that zone of full support.

It also goes without saying that every staff member needs to also be in the nine to ten range. If you aren’t a promoter of the company you’re a part of, be a positive force to improve things, to make it a place you can be proud of. If that just isn’t possible, it might be time to consider moving on to a company you CAN fully support.

One Response to “The ultimate question”

  1. Kathy Martin says:

    The tape that we received today has at least 20 pauses (from 3-15 seconds each). You may want to look at this problem as it takes away from the personal connection. Yes, I do realize I could just read the script. Thank you.

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