Fred Reichheld to join Board of Directors of BILT Inc: Father of NPS identifies customer experience “booster rocket”

Grapevine, TX, July 21, 2020 – Before a new employee is even hired, BILT CEO Nate Henderson asks them to start reading a book that’s become a pillar of his customer experience company.  Each year, his team studies The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World by Fred Reichheld with Rob Markey.  Its principles are key to their mission to provide a customer experience “so empowering it creates promoters” of the brands they serve. Reichheld, New York Times bestselling author and father of loyalty economics, announced today he will join the BILT board of directors.

“BILT provides a booster rocket for NPS,” says Reichheld.  “It solves a woefully unmet need—a gaping need—facing most products and many services.  BILT helps a customer relationship get off on the right foot and welcomes them into the brand family with a good first experience.  It helps them feel like they know what they’re doing and that they belong.  That’s where BILT can uniquely deliver a truly remarkable customer experience.”

Creating Promoters

BILT creates 3D interactive animated instructions for products requiring assembly, installation, repair, or maintenance.  After each procedure, BILT asks users for a score from zero to ten in response to Reichheld’s ultimate question:  “Based on your experience so far, how likely is it that you would recommend this product to a friend or colleague?”  Despite many people’s aversion to complex instructions and user manuals, BILT is churning out promoters for products like Weber-Stephen grills, Whalen furniture, Alfred smart locks, and many more.

illustration of drag tap pinch interactivity on the BILT app

“Measuring NPS at the end of the assembly, which is usually the most difficult-to-manage leg of the customer journey, seems counterintuitive,” says Henderson.  “But when we provide this enhanced 3D interactive assistance right out of the box, the customer feels empowered.  It transforms a frustrating stumbling block into a steppingstone.  The customer gains a clearer understanding of the product and how it works.  Our goal is to help the customer get set up quickly and painlessly, so they can start using the product as soon as possible.”

Winning at the Beginning

Reichheld says that first impression of a product lays the groundwork for long-lasting customer loyalty.  Premium brands with enviable NPS scores like Apple and Peloton spend millions ensuring that early impressions such as unboxing, set up, and initial usage feel just right.  “Welcoming the customer and then helping them feel competent, confident, and in control is crucial in those initial episodes,” he says.

For products requiring assembly or installation, that out-of-the-box experience has an inordinate effect on ratings and reviews.  “When the product arrives in pieces and set-up is difficult or distressing, it skews the consumer’s overall perception and likely turns them into detractors,” says Henderson.  “It’s especially disastrous because it happens during the time period when customers are most likely to talk about a brand by name—within 12 hours of opening the box.”

“It’s very exciting,” says Reichheld.  “I believe BILT will help companies make the world a better place for their customers.”

BILT provides a booster rocket for NPS. It solves a woefully unmet need—a gaping need—facing most products and many services.  I believe BILT will help companies make the world a better place for their customers.

About BILT

The award-winning BILT app provides 3D interactive Intelligent Instructions® that are voice & text guided.  Beginning with a product overview, BILT includes tools required, parts included and directs the procedure step by step.  BILT has proven to increase NPS, star ratings, product registrations & brand loyalty while reducing returns, calls to customer support, set-up time & errors.  BILT empowers brands with analytics on each product and revolutionizes the way companies connect to their consumers.  Manufacturers maintain control of their content; updates to instructions can be made in real time, so they’re never obsolete.  BILT supports manufacturers’ efforts to go green by minimizing paper instructions, warranty & registration cards.  Download the free BILT app on iOS or Android or go to for details.

About Fred Reichheld

Since 1977, Mr. Reichheld has been employed at Bain & Company, Inc., a global business consulting firm, and was elected to the partnership at Bain in 1982.  Mr. Reichheld is the creator of the Net Promoter® system of management and founded Bain’s Loyalty practice, which helps clients achieve superior results through improvements in customer, employee, partner and investor loyalty and has also served in a variety of other roles, including as a member of Bain & Company’s Worldwide Management, Nominating, and Compensation Committees.  In January 1999, he was elected by the firm to become the first Bain Fellow.  Mr. Reichheld is a frequent speaker to major business forums and groups of CEOs and senior executives worldwide and has authored several books, including The Loyalty Effect:  The Hidden Force Behind Growth, Profits, and Lasting Value (Harvard Business School Press, 1996), The Loyalty Rules!:  How Today’s Leaders Build Lasting Relationships (Harvard Business School Press, 2003), The Ultimate Question (Harvard Business School Press, 2006) and The Ultimate Question 2.0 (Harvard Business School Press, 2011).  Mr. Reichheld received his BA from Harvard College and his MBA from Harvard Business School.  Follow Fred on LinkedIn.


Net Promoter, Net Promoter System, Net Promoter Score, and NPS are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.


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