There are three key reasons why you should be using the Net Promoter Score (NPS) in your next member survey. 

1. It can be an invaluable tool when you tabulate your results. Specifically, you can look at the results based on those who actively promote your association versus those who are less enthusiastic i.e. your passives and detractors. 

2. It can provide you with categories that can be used in further qualitative research e.g. phone interviews or focus groups with promoters, passives and detractors. This work will give you insights into the drivers of engagement. 

3. it serves as a benchmark as you move forward. Is your overall Net Promoter Score going up or down over time? Have the changes to services and programs paid off or are you losing ground?  

What is a Net Promoter Score?

The net promoter score, also known as NPS, is an open-source tool that your association can use to measure member loyalty. We have tweaked the usual NPS question to read as follows: “How likely is it that you would recommend our organization to an associate or colleague”?  Respondents answer by using a 0 to 10 scale. Typically, this question is followed by an open-ended question asking for reasons for a specific response. Based on the response to the first question, a respondent is classified as a promoter (a score of 9 or 10), passive (scores of 7 or 8) or a detractor (6 or below).

Based on the response to the first question, a respondent is classified as a promoter (a score of 9 or 10), passive (scores of 7 or 8) or a detractor (6 or below). 

Your members, whether they’re promoters or detractors, have one element in common– They all have valuable information that you can use to gain significant member insights. Your challenge is to tap into that precious knowledge. Each category of member can give you usable insights:

From Your Promoters…

• What defines your most loyal members and the specific needs that your product or service addresses         
• What you need to continue doing to earn the constant support of your most loyal members
• Other products/services that you can provide that would solidify their relationship with you. 

From The Passives and Detractors…

•  The needs and wants of your less loyal members
•  How they evaluate associations in your niche
•  The competitive educational products or services they use and how you compare to your offerings

For more information about using the NPS contact us at gbramm@brammresearch.com or call 905-465-3578.