The document discusses the use of Net Promoter Score (NPS) to measure alumni attitudes, specifically addressing questions that were raised at a conference about whether universities should focus so heavily on willingness to promote when measuring satisfaction and loyalty. It also announces an upcoming newsletter from Alumni Attitude Study that will provide insights from their research of over 500,000 alumni survey responses representing more than 230 institutions.

1. From: Allison Manning amanning@pegltd.com
Subject: Inside Alumni Attitudes
Date: September 21, 2015 at 3:32 PM
To: aamanning@uh.edu
alumniattitudestudy.org • Ph (713) 527-0078
Nothing But Net Promoter Score
In the article, "The One Number You Need to Grow" by Frederick Reichheld of
Bain & Company, published in 2003 Harvard Business Review, the basics of
NPS are outlined. In The Ultimate Question, Reichheld further unveiled the Net
Promoter framework. NPS is based on research of 4,000 customers using a
variety of survey questions and actual customer behaviors (repeat purchases,
recommendations to friends and colleagues, and retention). In 11 out of 14
industry case studies, likelihood to recommend was the top question to predict
actual customer behavior.
The Net Promoter Score-Is it the Right
Question for Your Alumni?
Rob's Note
What good is a bunch of data, if we don't
share it with others? At least, that is
what we asked ourselves at the Alumni
Attitude Study. As a result, we will be
bringing you this newsletter on a regular
basis. Each issue will focus on a topic
we find informative over 14 years of
alumni attitudinal research. All of our
articles are based on over 500,000
alumni survey responses, representing
more than 230 universities and
colleges. Each set of responses for a
university or college was analyzed for,
and used by, that institution to enhance
their alumni engagement; however,
collectively they also tell many stories
that we hope you will find as interesting
as we do.
Robert Shoss
Member and Managing Consultant
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2. At the 2014 CASE District IV Annual Conference, I presented on alumni
opinions and feedback with Graham Stewart, Vice Chancellor for Alumni
Relations, at Vanderbilt University. At that meeting, Graham spoke about his use
of the Net Promoter Score (NPS), a process taken from top business
consultants that centers on asking stakeholders about their willingness to
promote the institution to others. Darrow Zeidenstein, Vice President for
Development and Alumni Relations at Rice University, asked several interesting
questions; Are universities the same as businesses? Should universities focus
so heavily on a question about willingness to promote as opposed to a one
about satisfaction, decision to attend, current opinion, or loyalty?...Read More
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