Don’t Believe Everything You Read

“NPS is the most powerful tool we have ever deployed at GE.” This evaluation comes from Dan Henson, a 20-year GE veteran who is now the company’s chief marketing officer. His comments, based on several years of experience implementing NPS across a wide range of businesses, stand in stark contrast to a recent article in an academic market-research journal. That article, written by two professors, not only concluded that there is no connection between NPS and business growth or profits, but also cautioned that using NPS “is misguided and potentially harmful.” Meanwhile, NPS has become a centerpiece of GE CEO Jeff Immelt’s growth agenda, and his company is rolling it out to every one of its businesses around the world.