Fred Reichheld



Frederick F. Reichheld (born 1952,
Cleveland, US
Cleveland, US
) is an American New York Times best-selling author, speaker and business strategist. He is best known for his research and writing on the loyalty business model and
loyalty marketing Loyalty marketing is an approach to marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; s ...
. He is the creator of the Net Promoter System of management (NPS).

Early life and education

Reichheld graduated with a B.A. from
Harvard College Harvard College is the undergraduate education, undergraduate college of Harvard University, an Ivy League research university in Cambridge, Massachusetts. Founded in 1636, Harvard College is the original school of Harvard University, the oldest ...
(1974) and an MBA from
Harvard Business School Harvard Business School (HBS) is the graduate business school of Harvard University, a private research university in Boston Boston (), officially the City of Boston, is the capital city, state capital and List of municipalities in M ...


Reichheld is a Fellow of the management consultancy Bain & Company, where he has worked since 1977. In 2003, ''Consulting Magazine'' named him one of the world's top 25 consultants. According to
The New York Times ''The New York Times'' (''the Times'', ''NYT'', or the Gray Lady) is a daily newspaper based in New York City with a worldwide readership reported in 2020 to comprise a declining 840,000 paid print subscribers, and a growing 6 million paid d ...

The New York Times
, he "put loyalty economics on the map."
The Economist ''The Economist'' is a British weekly newspaper printed in Paper size#Demitab, demitab format and Electronic publishing, published digitally. It focuses on current affairs, international business, politics, technology, and culture. Based in Lo ...
magazine called him "the high priest of the loyalty cult" in 2001.


His books include '' The Loyalty Effect'' (1996), ''Loyalty Rules!'' (2001), and ''The Ultimate Question: Driving Good Profits and True Growth'' (2006). He has authored articles for business publications, including eight for the ''
Harvard Business Review ''Harvard Business Review'' (''HBR'') is a general management magazine published by Harvard Business Publishing, a wholly owned subsidiary of Harvard University. ''HBR'' is published six times a year and is headquartered in Brighton, Massach ...
''. He speaks on loyalty and other business topics at management conferences and similar events. His work on loyalty has been covered in The Wall Street Journal, New York Times, Financial Times, Fortune, Business Week and The Economist. His 2011 book, ''The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World'', was a New York Times Bestseller and co-authored by long-time collaborator,
Rob Markey
Rob Markey
of Bain & Company. An updated and expanded version of his 2006 book, ''The Ultimate Question'', it focuses on Net Promoter Score (NPS), a concept he developed based on his research in measuring
customer satisfaction Customer satisfaction (often abbreviated as CSAT) is a term frequently used in marketing. It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of c ...
customer retention Customer retention refers to the ability of a company or product to retain its customers over some specified period. High customer retention means customers of the product or business tend to return to, continue to buy or in some other way not defe ...
and its link to revenue growth and
profitability In economics, profit is the difference between the revenue In accounting, revenue is the total amount of income generated by the sale of goods and services related to the primary operations of the business. Commercial revenue may also be ...
. This metric serves as an indicator of the loyalty and advocacy customers show for a company. In this new version of the book, Reichheld renames NPS the "Net Promoter system" to emphasize elements of the approach beyond the metric. In 2021, Reichheld published a new book entitled "Winning on Purpose", along with two co-authors Darci Darnell and Maureen Burns. Topics include Net Promoter 3.0, and Fred's latest invention, called "Earned Growth", described as an accounting-based twin for Net Promoter Score.


American non-fiction writers Business speakers American business theorists Writers from Cleveland Harvard Business School alumni 1952 births Living people 20th-century American businesspeople Harvard College alumni {{US-business-bio-1950s-stub