What tools and processes are needed in order to regularly measure the change and adapt?
The Net Promoter Score (NPS), is a quick, effective survey tool to evaluate an organisation’s training, workshops, services, communications or any other event. The main purpose of applying this survey tool is to improve and learn, as well as measure progress towards a set objective. The NPS can be broadly referred to as easy to use survey to evaluate stakeholder satisfaction.
The NPS provides a quick and simple way to gather information on how we can improve our various interventions, generally in the most practical ways.
The NPS survey consists of two questions. The questions are described below:
On a scale of 0-10, “Would you recommend this event/program/project/service to a friend or colleague?”
What is the greatest reason for your score?
How the NPS works
First, stakeholders or participants are surveyed after an event. The responses from the survey will give you a rating from 0 (very unlikely to recommend) to 10 (very likely to recommend). These survey responses can be broken down into 3 groups: Detractors, Passives, and Promoters. The three difference categories are explained in detail below.
Detractors (ratings from 0 – 6)
These are stakeholders who can hurt your brand/organisation through negative word of mouth.
Passives (ratings from 7 – 8)
These are satisfied but indifferent stakeholders who could be swayed by competition or alternative options.
Promoters (ratings 9 – 10)
These are loyal customers who will keep supporting and referring others to your organisation or project.
How to calculate the NPS Score
To get your NPS, simply subtract the percentage of your Detractors
from the percentage of your Promoters.
Imagine you send your survey to 200 people and 150 give you an answer (that’s great!)
45 people are Detractors (0 – 6 rating)
15 people are Passives (7 – 8 rating)
90 people are Promoters (9 – 10)
1. Calculate the percentages for each group
45 Detractors / 150 Total Respondents = 0.3 x 100 = 30% Detractors
90 Promoters / 150 Total Respondents = 0.6 x 100 = 60% Promoters
(Psst: You guessed it. This means the remaining 10% are Passives but remember—they’re not factored into your calculation.)
2. Now determine your Net Promoter Score
60% Promoters – 30% Detractors = 30%
How to understand the Score
The scores range between -100 and 100. The score is to help you benchmark your progress, but is not an indication of failure or success in itself. If this is the first time using this type of survey, we suggest using an Event Score of 50 as a benchmark for small events less than 40 participants.
Many factors influence your score. For example, generally surveys completed in-person often have higher scores than those completed online for the same event. Generally, scores are higher if only a few people complete the survey because often those that are happiest with complete the survey. In addition, there are cultural differences in interpreting and answering the questions. For example, US audiences are more likely to give a higher score than a European audience.
Because it is easy to manipulate a score, the number by itself is meaningless. However, as you use the survey again and again, you will likely start to see certain patterns in the score that will provide evidence on satisfaction. The greatest value of the survey is usually the reasons listed for the score in question two. Use the reasons for your score to continue what you are already doing well and improve on issues raised as detracting.
Improving your score by 10% over six months usually indicates you are using the process correctly to improve. However, it is not about just getting a better score. By listening and acting on the reasons for the score, you can feel confident that you are improving your relationships and understanding of what your community values. This usually leads to better allocation of time and resources.