So if you could ask your customers just one question, what would it be? In his book, The Ulitmate Question, Fred Reichheld says that question should be "How likely is it that you would recommend my services to a friend or colleague?" He claims this question can supplant most (if not all) customer surveys and their numerous questions.

Reichheld suggests that your customers are either 'promoters' or 'detractors'. If your customers rate you as anything less than a 7, they are detractors. You need to be rated at a 9 or 10 to actually create promoters.

This idea isn't necessarily unique or original, but in the world of the internet and Web 2.0, the influence of a promoter or detractor is amplified. Instead of telling your neighbors, or even sending out an email to all your friends, now your promoters or detractors can post their feelings on an open forum for everyone (well for anyone using the internet that is interested) to see.

And this brings me round to what is becoming a familiar theme for me. Product is the new marketing. With the advent of an interactive internet where ideas and comments are freely posted, the best way to market yourself is to provide the very best product. No longer can a company rely of advertising hyperbole and snazzy tag lines. Every product must deliver on its promise or ... the next unhappy customer (detractor) will spread the word far and wide.