Thursday, September 1, 2011

A Company's Promoters Are Worth Thousands More than Detractors


SEPTEMBER 1, 2011
A Company's Promoters Are Worth Thousands More than Detractors

An affluent customer who's willing to recommend his or her bank to friends is worth $9,500 more to the company than a similarly wealthy customer who spreads negative reports about it, according to The Ultimate Question 2.0, by Fred Reichheld with Rob Markey. Promoters of a business are usually less price sensitive than other customers, and they appreciate the overall quality and they receive from the company; the opposite is true for detractors, who have a negative lifetime value, the
authors say.

Source: The Ultimate Question 2.0






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