Growing share of customer spending

Today's businesses pour millions into metrics for tracking and analyzing leading indicators of business growth such as customer satisfaction, net promoter score. But what if increases in these customer loyalty metrics do not translate into growth? An outside-the-box question, and precisely the one that the authors of the book sought to answer in their landmark research, originally published in the Harvard Business Review and the MIT Sloan Management Review.

Growth is the common goal of every CEO. Sustainable growth begins with understanding customers' needs and wants so well that your firm becomes customers' first choice.

Most leaders recognize this fact. That is why companies have devoted time and money to improving the customer experience.