The ultimate survey(?)

Since survey talk is in the air here at Rolfing, I thought I'd post a link to this OCLC newsletter article on the ultimate survey question.

The question is described this way in the article:

Using the phone, the mail or the Internet, organizations send out a one-question survey that asks: On a scale of 0-10, how likely is it that you would recommend us to a friend or colleague? Promoters score a nine or 10 and are loyal enthusiasts who keep buying from a company and urge their friends to do the same. Passives receive seven or eights and are satisfied but unenthusiastic customers who can be easily wooed by the competition. Detractors are the rest: unhappy customers who feel ignored or mistreated and plot to get even. The Net Promoter Score is calculated by subtracting the percentage of detractors from promoters.

The question comes from the book - "The Ultimate Question"