Rob Markey and Fred Reichheld

Most companies work hard to determine the root causes of customer dissatisfaction. To outgrow your competition, you have to work at least as hard to determine the sources of customer delight. If it derives from product quality, then what, specifically, do customers cite as evidence? If it comes from the customer’s experience in buying from you, then what about the process most impressed them? In other words, what are the real reasons they have become such enthusiastic advocates for your products or services? Since promoters are the people most responsible for your profitable growth, accelerating that growth means knowing exactly what you did to earn their loyalty and devotion so you can replicate that with other customers.

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