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Who
is
Fred
Reichheld?
? Director
of
the
leading
strategy
consultants
Bain
&
Co
? Highly
respected
speaker
and
writer
on
business
strategy.
? Published
��The
Loyalty
Effect��
in
1996.
? Also
��The
UlLmate
QuesLon��
and
��Loyalty
Rules��.
? Blog:
hPp://
www.netpromoter.com/
netpromoter_community/
blogs/fred_reichheld
? You
can
also
check
his
talks
on
YouTube.

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) ? ?? ) ??? ??
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?? ????.
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????? ?? ???? ?? ???? ?? ??? ?????? ?? ????.
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? ? ?? ?? ?? ????? ? ?????? ???? ?? ??? ????? ????? ?? ?? ? ??
? ? ???? ??????? ?? ????? ?? ???.
? ? ??? ? ???

��CuVng
wages
does
not
reduce
costs
�C
it
increases
them.
The
only
way
to
get
a
low
cost
product
is
to
pay
a
high
price
for
a
high
grade
of
human
service...��
Henry
Ford

? ?????? ????
) ???? ???? )
? Mutual
and
private-?�\owned
companies
are
inherently
more
stable
and
focuses
on
the
long
term
? Public
companies
should
target
long-?�\term
investors
/
partners
? Investments
based
on
stock
market
expectaLons
do
not
foster
long
term
growth
? Growth
comes
from
delivering
customer
value,
not
shareholder
value

? ????
) ??? ??????? ????
? Investors
should
earn
fair
return
before
bonuses
are
paid
to
managers
? Managers
are
incenLvised
to
re-?�\invest
profits
where
they
will
create
maximum
(customer)
value

???
) ????? ?
? Examine
failures
honestly
�C why
did
a
key
customer
defect?
? How
do
you
measure
success?
? Track
retenLon
/
defecLon
rates
of
customers,
employees,
investors
? Develop
tools
and
training
to
analyse
failures
and
conLnuously
improve
value

Strive
to
create
so
much
value
for
customers
that
there
is
plenty
lecover
for
employees
and
investors

(HeskLh) ?? ??? �C ???? L ???
Employee
SaLsfacLon
Internal
Quality
Employees
Loyalty
ProducLvity
Customer
Value
SaLsfacLon
Profit
and
Growth
Customer
Loyalty

sources:
?
HeskeP,
James
L.,
Jones,
Thomas
O.,
Loveman,
Gary
W.,
Sasser,
W.
Earl,
and
Schelsinger,
Leonard
A.
Pu,ng
the
Service
Profit
Chain
to
Work,
Harvard
Business
Review,
(March-?�\April
1994)
164-?�\174
? HeskeP,
James
L.,
Sasser,
W.
Earl
Jr.,
and
Schlesinger,
Leonard
A.
��The
Service
Profit
Chain:
How
Leading
Companies
Link
Profit
and
Growth
to
Loyalty,
SaCsfacCon,
and
Value.��
The
Free
Press,
New
York,
1997.
? Reichheld,
Fredrick
and
Sasser,
W.
Earl
Jr.
Zero
DefecCons:
Quality
Comes
to
Services.
HBR
September-?�\October
1990

�ݺ�ߣ

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