#1 question to ask your customers

This one’s is the basis of an entire book (The Ultimate Question, by Fred Reichheld ):

“How likely are you to recommend (Name of Product) to a colleague or friend?” And then ask them to provide a number between zero and ten.

[NOTE: The author assumes the customers are just regular customers, NOT network marketers earning money on their own purchases, nor prospective sales people for the product.]

They’ve used the information – from the scores they – get to suggest who might be likely to refer and who won’t (again not for money, but because they like the product):

  • Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
  • Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
  • Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

About the author

Kim Klaver

1 Comment

  • My wife recently had an experience of someone enthusiastically recommending a product to her.

    We were out in public, and a woman overheard us talking about shoe inserts. She began to rave about these particular inserts and what they had done for her.

    On top of that, she was promoting this product without being compensated. She even did a testimony on radio commercial for the company.

    So on a scale of 1 – 10, this woman was definitely a ten!


    Eat Well. Live Well.

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