Using Net Promoter Score to Improve Member Satisfaction

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what if one simple question…

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who’s using NPS?who s  using NPS?

4 of 10 companies4 of 10 companies

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why not associations?why not associations?

It’s all about creating member valueg

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who is BMA?who is BMA?

• Service organization for B2B marketing professionals

• 22 chapters with 2,100 members

C l d i 13 ti Ch t f th Y i• Colorado is a 13 time Chapter of the Year winner

• Host an average of 3 ‐ 4 events a monthg

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challenges in mid 2009challenges in mid‐2009

• Stalling new member growth

• Declining event attendanceg

h• Rapid change in the field of marketing

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so many questionsso many questions…

too few answerstoo few answers

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annual satisfaction surveyannual satisfaction survey

paralysis by analysisp y y y

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4 problems with paper event evaluations4 problems with paper event evaluations

1. Low response rate

2. Poor verbatim feedback

3 Wh i thi ?3. Who is this?

4. Hard to track and trend

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online surveys

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our considerationsour considerations

• If sent via email, would people fill them out?

• Do we have email addresses for attendees?

Wh it d f lfill h ?• Who can write and fulfill each survey?

• How much will this cost?

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SurveyMonkeySurveyMonkey

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the payoffthe payoff

• 50% response rate

• high volume, high quality verbatim comments

• easy tracking trending and sharingeasy tracking, trending and sharing

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net promoter score

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NPS = net promoter scoreNPS   net promoter score

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know your numberknow your number

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calculating NPS for BMAcalculating NPS for BMA

114 56%

64 less

26 13%

204 43 nps

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is that a good score?

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who cares?

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it’s not about the numberit s not about the number

“What is most important for any association is not the score, but 

the process for embedding the voice of the customerthe process for embedding the voice of the customer into the organization’s culture, to better understand what it 

takes to add personal value for each member and pmotivate them to promote the organization’s mission.”

J h Ab h G l M f N P P S i‐ John Abraham, General Manager of Net Promoter Programs at Satmetrix

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voice of the customervoice of the customer

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key successeskey successes

• Focus for the board

• Timely feedback

I t l h t• Incremental changes to programs

• Hit list for volunteers

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how to get started?

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getting startedgetting started

• Begin your personal NPS education

• Find a trusted advisor

D l li bilit• Develop an online survey capability

• Commit to the KPI

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thank you

Marilee Yorchak Josh Levy

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Marilee YorchakExecutive Director, BMA Coloradomarilee@bmacolorado.org

Josh LevyPresident‐elect, BMA Colorado

josh@kinsleymeetings.com