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Review ÂThis year, Reichheld, who is a fellow at Bain & Company as well as the founder of its loyalty practice, and Rob Markey, head of the company’s global strategy and marketing practice, published The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World, an updated and expanded version of The Ultimate Question. The original lit the spark for the Net Promoter fire in 2006.â Â CRM magazineÂwonderful new bookâ Â FORBES.comÂA variety of companies have started using this: Charles Schwab, Apple, Progressive, Virgin Media, and more. Check out the book and see how to use it for your company.â Â 800 CEO READ Read more About the Author Fred Reichheld is a Fellow at Bain & Company. He is the bestselling author of The Loyalty Effect, published by Harvard Business Review Press, as well as numerous articles published in Harvard Business Review. Rob Markey is a partner and director in Bain & Companyâs New York office and head of the firmâs global Customer Strategy and Marketing practice. Read more