The effect of achieving those objectives, according to Reichheld & Markey[10] as described in The Ultimate Question 2.0,[11] only 9% of the world's major firms achieve real sustainable profit and growth over 10- year period from 1999 to 2009. Customer Delight is the only kind of growth that can be sustained over the long term according to Reichheld and Markey. The authors mention that their company Bain & Company have researched and concluded that a 5% increase in customer retention could yield anywhere between 25% to 100% increase in profits.