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A company's promoters are worth thousands more than detractors

Wealthy customers who recommend their bank to others are worth $9,500 more to that bank than customers who dislike it.

By Fred Reichheld and Rob Markey

First published on setembro 01, 2011
min read


From the Harvard Business Review Daily Stat: 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 they receive from the company; the opposite is true for detractors, who have a negative lifetime value, the authors say.

From the Harvard Business Review Daily Stat:

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 they receive from the company; the opposite is true for detractors, who have a negative lifetime value, the authors say.