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**Fred Reichheld** is a Fellow at Bain & Company. He is the bestselling author of _The Loyalty Effect_ , published by Harvard Business Review Press, as well as numerous articles published in Harvard Business Review. **Rob Markey** is a partner and director in Bain & Company's New York office and head of the firm's global Customer Strategy and Marketing practice.
/9781422173350.png "The Ultimate Question 2.0")