One Number to Grow [Archive.org URL]

This summary of Fred Reichheld’s work, which appeared in the Harvard Business Review last December, reveals how the percentage of customers enthusiastic enough to refer a friend or colleague – perhaps the strongest sign of customer loyalty – correlates with differences in growth rates among competitors in many industries. By substituting a single question for the complex black box of the typical customer satisfaction survey, companies can actually put consumer survey results to use and focus employees on the task of stimulating growth.

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