If you think the adage "the customer is always right" is a no-brainer, you may be surprised to know how many businesses have not learned that lesson and how seriously not doing so damages their long-term profitability.

Rob Markey, a partner with the consulting firm Bain & Co, believes breeding customer loyalty is the best way to create a market-leading business and he has defined a methodology for doing so, which he calls the net promoter system.

Markey now aims to bring the system to China with his book The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World, which has just been published in Chinese.