For the first couple of years, Intuit saw its NPS rise significantly, owing to a number of marketing initiatives. But by 2007 NPS growth had stalled. It was not hard to see why. Although Intuit had lowered its detractor percentage substantially, it had made little headway with promoters. Customer recommendations of new products were especially disappointing. Clearly, Intuit needed to figure out how to galvanize its customers. Cook, a member of Procter & Gamble’s board of directors, approached Claudia Kotchka, then P&G’s vice president of design innovation and strategy, for advice. Following their discussions, Cook and Steve Bennett, then Intuit’s CEO, decided to focus on the role of design in innovation at a two-day off-site for the company’s top 300
managers.
Cook
created
a
one-day
program
on
what