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Why your schools should use NPS®

Parents and students are consumers, schools need to understand how many students and parents are promoters, and must respond quickly to their detractors.

Are students and parents customers?

Whether you are an independent K-12 school, college, or university, your students and families have a choice and are acting like consumers when selecting and evaluating your institution. They are customers of your institution, and thus compare the experience your institution provides to what they experience across the rest of their lives.

This is a difficult reality for many administrators and educators to grasp as they look at their school and classrooms, and attempt to balance the needs to provide both critical feedback and the service expected by students and families. The shift to providing a focus on the customer has only increased as the cost of education, and the options available to consumers, have increased over the past decade. Consumers have seen traditionally patriarchal industries such as healthcare adopt a consumer-centric focus, and now expect the same from education.

Are you asking the right questions on your surveys?

Net Promoter® Score, commonly referred to as NPS®, is a customer loyalty metric that gauges how willing a family is to recommend your school. It is used across industries to measure how well organizations are building advocates within their base of customers. Net Promoter Score is a valuable metric for improving recruiting and retention as it provides a single customer satisfaction metric—that is visible and easy to understand.

Net Promoter Score can be described with one simple question: "How likely is it that you would recommend [School X] to a friend or colleague?"

Based on how a customer responds to the question, you classify them into one of three groups:

  • Detractors = 0 – 6
  • Passives = 7-8
  • Promoters = 9-10

Along with using the Net Promoter metric, we help schools ensure they are asking the questions which align to their recruiting and retention strategies. Don't send families 60 question surveys. Focus on what matters most by using shorter surveys, capture lots of qualitative feedback versus asking pages of questions, and ensure all your surveys are optimized for mobile.

In addition to capturing rich feedback on schools, programs, and courses, Expirically enables marketers to leverage feedback as rich content to improve their rank in search results and provide star ratings for social proof. Your advocates are your best marketers. Education marketers need to leverage the voice of their customers to differentiate and drive enrollment.

The Net Promoter Score® concept was developed by Bain & Company's founder of Loyalty Practice to measure customer loyalty.

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