Fred Reichheld is an expert on customer loyalty and a legend in the world of customer experience management.

He and his "co-pilot" Rob Markey, created Net Promoter System, arguably one of the most used loyalty metrics in the world.

He shared so many gems in our conversation that I decided to produce this edited version as a sort of "greatest hits" episode.

In this episode:

1. Why did Fred feel a sense of urgency to write his book, "Winning on Purpose"?

   • Fred shares a personal story about receiving a cancer diagnosis, which spurred him to focus on writing the book to correct misconceptions and realign the philosophy behind Net Promoter Score (NPS) and customer experience with genuine customer love and improvement.

2. What is the core message of "Winning on Purpose"?

   • Fred emphasizes that the central message is that customer love and referrals should be at the core of a business's purpose. Companies need to prioritize customer satisfaction and loyalty over other metrics to achieve true, sustainable success.

3. They key metric that most companies don't measure but should be

   • Fred discusses the importance of tracking and measuring customer referrals to drive business growth.

4. What is the "earned growth" model and why is it important?

   • Fred introduces the concept of "earned growth," which focuses on measuring how much business growth comes from returning customers and referrals.