Maureen Burns is a senior partner in Bain & Company's Boston office and a leader in Bain's Customer Strategy and Marketing Practice. Maureen is out with a new book, Winning on Purpose: The Unbeatable Strategy of Loving Customers, with co-authors Fred Reichheld and Darci Darnell.
I asked how Maureen, who has a background in investment banking and serves financial services company clients, could sign up to co-author a book about loving customers. She told me that at first she was skeptical saying, "Fred, I can't go to my financial services c-suite clients and talk about love." What is most motivating about this exchange is the realization that the evidence is overwhelming that companies that prioritize enriching the lives of customers (loyalty leaders in their categories) outperformance the market by 3X or more. And, it turns out, Burns' financial services clients have been quite receptive to the purpose of enriching customer lives.
It's not just good for financial results, it's just plain the right way to treat people.
More about Maureen:
The Harvard Business Review article: Net Promoter 3.0 - https://hbr.org/2021/11/net-promoter-3-0
About Maureen: https://www.bain.com/our-team/maureen-burns/
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320 Maureen Burns The book [Winning on Purpose] is about the soul of NPS