Don Thorson - Marketing 2.0

A New World

I can't add any words that would make this any more compelling than it already is -  just take a minute and watch this:

glumbert.com - Shift Happens

Customer Loyalty

" The Ultimate Question". Here is a book you Marketing 2.0 people might not notice with it's poorly presented horrid, screaming cover design,  but this book is a breath of fresh air. Insightful and useful. leading edge and grounded in common sense. In it,  Fred Reichheld confirms what we all know to be true. Satisfied customers drive growth and profits. By measuring responses to a single question " would you recommend us to a friend", you can gain clear insight into your company's performance. In the book, he introduces us to NPS, Net Promoter Score, and shows us how to differentiate from a growth detractor and a growth promoter.

From the jacket

" too many companies are addicted to bad profits. These corporate steroids boost short term earnings but burn out employees and alienate customers. They undermine growth by creating legions of detractors - customers who sully the firms reputation and switch to competitors at the earliest opportunity"

" Analysis shows that, on average,  increasing the NPS by a dozen points versus the competition can double a company's growth rate"

He goes on to talk about why customer surveys don't work, how incentive based sales programs can backfire and he gives us the tools we need to configure a Net Promoter program in your own organization. This book fills in the missing gap between relationship marketing and profitable growth.

More info: theultimatequestion.com