'Would you recommend this company to your friends and colleagues?' That's the ultimate question. Fred Reichheld's book of the same name created quite a stir in 2006. Reichheld is co-founder along with Owen and Brooks of the methodology behind answering the question. The original book challenged the conventional wisdom of customer satisfaction surveys and coined the terms 'bad profits' and 'good profits.' It pointed to a faster, much more accurate way of gauging customers real feelings about a company, and a quantitative measure (Net Promoter Score) for establishing a baseline and effectively tracking changes going forward. This book tells how based on a multitude of real cases to actually install and embed Net Promoter discipline in organizations of all stripes. As such, it is a natural follow-on to The Ultimate Question, and will appeal to those with strategic and tactical business responsibilities. Brooks has a treasure trove of examples and case-study findings from the more than 80 companies she has helped put CEM and Net Promoter disciplines in place. Several of these will be explored in the book, and the book's proscriptions are all informed by results extracted from those cases.