Winning on Purpose: A Dialogue with Loyalty Guru Fred Reichheld and Co-author Maureen Burns

Great leaders embrace a higher purpose to consistently deliver value. Listen as Fred Reichheld has raised the bar yet again. In his new book, Winning on Purpose, he demonstrates that the primary purpose of a business should be to enrich the lives of its customers. Why? Because when customers feel this, they come back for more and bring their friends—generating good profits.

Winning on purpose isn't easy. Fred Reichheld and co-author Maureen Burns discuss why many NPS practitioners achieve just a small fraction of the system's full potential, and they elaborate on their newest thinking and best practices for doing NPS right. The authors discuss the new Earned Growth Rate (EGR): the first reliable, complementary accounting measure that can truly leverage the power of NPS.

In this interview, John Abraham dives into three key themes for customer and employee experience leader success:

• Enriching customer lives is more relevant now than ever before
• Metrics: the need for leading indicators and reliable outcome measures
• Engaging teams in a customer-centric purpose