Взаимная лояльность. Легендарная стратегия искреннего привлечения клиентов. Фред Райхельд
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СКАЧАТЬ в период с 1981 по 1996 г.; поколение Z (зумеры) – люди, рожденные с 1997 по 2012 г. Прим. ред.

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      Впервые я прочитал эту фразу в блестящей статье Роджера Мартина «Эпоха капитализма» (The Age of Capitalism, Harvard Business Review, January/February 2010). Позже я обнаружил, что книга под названием «Потребительский капитализм» была издана в 1999 г. (London: John Murray Press) Сандрой Вардермерве, профессором маркетинга Лондонского Имперского колледжа, автором нескольких статей совместно с такими учеными, как профессора HBS Кристофер Лавлок и Джон Квелч.

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      Это исследование можно найти здесь: Райхельд Ф., Марки Р. Искренняя лояльность. Ключ к завоеванию клиентов на всю жизнь. М.: Манн, Иванов и Фербер, 2018.

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      См., например: Siemens. Sustainability Information 2020. Berlin, 2020. P. 34 // assets.new.siemens.com/siemens/assets/api/uuid:13f56263-0d96-421c-a6a4-9c10bb9b9d28/sustainability2020-en.pdf.

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      Colvin G. The Simple Metric That’s Taking Over Big Business // Fortune, May 18, 2020 // fortune.com/longform/net-promoter-score-fortune-500-customer-satisfaction-metric/.

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