How good are your tools for understanding consumers?
Executives need a more advanced tool for examining
consumers—one that provides a sharper, more precise
view. They need to focus not on satisfaction and market
share but on consumer loyalty and advocacy, on creating
enthusiastic consumers who come back to buy their
product again and again—and are happy about doing it.
Our research shows that the most accurate way to measure
consumers’ loyalty is to ask them just one question —
“How likely are you to recommend this product to a
friend or colleague?” pdf. 2007