Why the ultimate question works -- Bad profits, good profits, and the ultimate question -- The measure of success -- How the Net Promoter Score (NPS) can drive growth -- How to measure responses -- The enterprise story: measuring what matters -- Why satisfaction surveys fail -- The rule of measurement -- Becoming good enough to grow -- Design winning customer strategies -- Deliver: building an organization that creates promoters -- Develop a community of promoters: by listening -- One goal, one number

If your company is doing the right things, your customers would recommend your business to a friend, according to Reichheld, a seasoned philosopher of the question of loyalty in business. According to Reichheld, too many corporations concentrate on the short term, burning out both employees and customers. Instead, he endorses concentrating on building long-term customer loyalty to the point where customers bring in business by recommending the company to potential customers. He describes the Net Promoter Score (NPS), a metric firms can use to gauge their success in customer satisfaction against that of their competitors. He gives a practical guide to gathering data and conducting NPS analysis, along with advice on how to build an organization that creates customers that are also promoters. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com).