The one-question client survey

Ever wonder if there is just one customer satisfaction survey question that could accurately predict company growth? Consultant and author Frederick Reichheld spent two years researching that question, and published his findings in the Harvard Business Review.

Bob Levoy

Reichheld's research linked survey responses with customer purchasing patterns and referrals—and ultimately with company growth. "The results were clear, yet counterintuitive. It turned out that a single survey question can, in fact, serve as a useful predictor of growth," Reichheld says.

Reichheld's survey question asked customers, on a scale of one to 10, how likely they were to recommend the company in question to a friend or colleague. Those customers that gave ratings of 9 or 10—most likely to recommend—were labeled "promoters."

In most of the industries studied, the number of customers who would refer a friend or colleague directly correlated with differences in companies' growth rates. Therefore, Reichheld concluded that creating more promoters would be a sure path to increased growth and greater profitability.

While I don't recommend replacing entire client satisfaction surveys with a single question, I do strongly advocate reducing the questions on lengthy practice surveys that examine every little detail of a client's visit. In many cases, these surveys wear people out before they complete them. And Reichheld's research suggests you could learn what you need to know most by asking just one question.