Some say that Steve Jobs is famous for saying that he never asked for Customer feedback. But when Ron Johnson was tasked with creating the Apple Retail store experience he needed a way to benchmark Customer loyalty. That same question had occupied the minds of management consulting firm Bain & Co. They found that many customer surveys failed to measure this important metric, and so they began a journey to develop a single question that could act as a customer loyalty benchmark. We'll see how Ron fared later in this post.

The first thing they did was to seek out survey questions that had the strongest correlation with a repeat purchase. They examined thousands of surveys and found that just one question could accomplish this. That question is: Would you recommend us to a friend or colleague?

This is what the Bain & Co survey question looks like. It's an 11 point scale from 0 to 10.