What if asking one simple question could determine your association’s health and its future? Would you be interested in knowing the answer? That’s the premise and power behind Net Promoter Score. Delivered by Josh Levy and Marilee Yorchak at the Colorado Society of Association Executives luncheon on 3/4/11, this presentation explores the theory and practice of NPS through a case study of BMA Colorado.

1. Using Net Promoter Score to Improve
Member Satisfaction
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2. what if one simple question…
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3. who s using NPS?
who’s using NPS?
4 of 10 companies
4 of 10 companies
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4. why not associations?
why not associations?
It’s all about creating
g member value
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5. 5
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6. who is BMA?
who is BMA?
• Service organization for B2B marketing professionals
• 22 chapters with 2,100 members
• C l d i 13 ti
Colorado is a 13 time Chapter of the Year winner
Ch t f th Y i
• Host an average of 3 ‐ 4 events a month
g
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7. challenges in mid‐2009
challenges in mid 2009
• Stalling new member growth
attendance
• Declining event
g
• Rapid change in the field of marketing
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8. so many questions…
so many questions
too few answers
too few answers
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9. annual satisfaction survey
annual satisfaction survey
p
paralysis by analysis
y y y
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10. 4 problems with paper event evaluations
4 problems with paper event evaluations
1. Low response rate
2. Poor verbatim feedback
3. Who is this?
3 Wh i thi ?
4. Hard to track and trend
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11. online surveys
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12. our considerations
our considerations
• If sent via email, would people fill them out?
• Do we have email addresses for attendees?
• Who can write and fulfill each survey?
Wh it d f lfill h ?
• How much will this cost?
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13. SurveyMonkey
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14. the payoff
the payoff
• 50% response rate
• high volume, high quality verbatim comments
• easy tracking, trending and
easy tracking trending and sharing
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15. net promoter score
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16. NPS net promoter score
NPS = net promoter score
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17. know your number
know your number
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18. calculating NPS for BMA
calculating NPS for BMA
114 56%
64 less
26 13%
204 43 nps
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19. is that a good score?
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21. who cares?
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22. it s not about the number
it’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 customer
the 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
p
motivate them to promote the organization’s mission.”
‐ J h Ab h
John Abraham, General Manager of Net Promoter Programs at Satmetrix
G lM fN P P S i
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23. voice of the customer
voice of the customer
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24. 24
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25. key successes
key successes
• Focus for the board
• Timely feedback
• Incremental changes to programs
I t l h t
• Hit list for volunteers
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26. how to get started?
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27. getting started
getting started
• Begin your personal NPS education
• Find a trusted advisor
• Develop an online survey capability
D l li bilit
• Commit to the KPI
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28. thank you
Marilee Yorchak
Marilee Yorchak Josh Levy
Josh Levy
Executive Director, BMA Colorado President‐elect, BMA Colorado
marilee@bmacolorado.org josh@kinsleymeetings.com 28
< Proprietary & Confidential >