Talk about customer satisfaction to any colleague or consultant with a corporate background and they will almost certainly tell you about the hold “Net Promoter Score” (NPS) has on the commercial world when it comes to measuring it. It’s a simple enough concept. You ask a sample of consumers whether they would recommend a brand to a friend and minus those who would not (detractors) from all those who would (promoters).
Patrick Brennan
Can NPS work in the charity sector? Or should it be left where it is? Why not comment on this article below.
Given the basis of NPS is
Given the basis of NPS is recommendation, and people tend not to make recommendations for charitable organisations, I don't personally feel that NPS as a metric is not the most appropriate approach for measuring brand perceptions in the non profit sector. A broader question is also whether NPS is a brand metric, or a satisfaction metric...should it be used to guide communications strategies, or for identifying elements of the supporter experience that need improving? If it is more towards the latter, then a transactional NPS approach is more appropriate rather than an overall relationship NPS measure. It will be interesting to see the results of this trial, although an added methodological complication is that NPS is usually based on customers of that brand. With the level of fragmentation amongst charities, it will likely be difficult to achieve adequate sample sizes to report robustly for most charities. NPS requires adeuqate samples of both promoters and detractors to track statistically significant changes over time...which would again lead towards a more transactional approach. Unfortunately, I would query whether there are many charities out there that would have the time or resources to manage a range of transactional surveys across touchpoints or indeed the associated supporter experience programme to drive implementation.
Given the basis of NPS is
Given the basis of NPS is recommendation, and people tend not to make recommendations for charitable organisations, I don't personally feel that NPS as a metric is the most appropriate approach for measuring brand perceptions in the non profit sector. A broader question is also whether NPS is a brand metric, or a satisfaction metric...should it be used to guide communications strategies, or for identifying elements of the supporter experience that need improving. If it is more towards the latter, then a transactional NPS approach is more appropriate rather than an overall relationship NPS measure.
It will be interesting to see the results of this trial, although an added methodological complication is that NPS is usually based on customers of that brand. With the level of fragmentation amongst charities, it will likely be difficult to achieve adequate sample sizes to report robustly given that NPS requires adequate samples of both promoters and detractors to track statistically significant changes over time...which would again lead towards a more transactional approach. Unfortunately, I would query whether there are many charities out there that would have the time or resources to manage a range of transactional surveys across touchpoints or indeed the associated supporter experience programme to drive implementation.
I was interested to see this
I was interested to see this topic mentioned and would like to keep up-to-date with NPS work in the charity sector.