The goal is to gain more customers who are prepared to recommend the company to others. 

"There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else." 

- Sam Walton, Founder of Walmart *

"You've got to start with the customer experience and work back toward the technology - not the other way around."

- Steve Jobs, CEO, Apple Inc. *

* Sadly both of these fantastic businessmen and entrepreneurs are no longer with us but their legacy remains

It's not accidental that the world’s most successful companies (e.g. Apple) use a systematic customer assessment tool. And they don’t use just any tool – they use Net Promoter Score®. Get a thorough introduction to this system in the book LOVE BRAND and read the stories of some of the companies who use this model successfully every day to gain customer ambassadors.