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How NPS Drives Profitable Growth
Gerard Kleisterlee, CEO of Royal Philips Electronics, faced a daunting challenge. The company had become one of the largest electronics companies in the world on the basis of its strong engineering and product-oriented culture. Kleisterlee had a deep appreciation of that strength—he himself had been trained as an engineer and had worked at Philips for his entire career, as had his father before him. But now he felt the company’s culture had to change. The marketplace was far more competitive than before. Customers expected more than they had in the past. Unless Philips could become more customer focused, Kleisterlee believed, its growth would stagnate.
So Kleisterlee charged his chief marketing officer at the ...
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