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Turning Alumni Loyalty into Action
Alumni AffairsOctober 2011
1,400 events
70,000 opportunities
Customer Satisfaction
=
She’s smiling, she likes us!
How can we quantify this?
Net Promoter Score
Based on your experience at this event, how likely are you to recommend a similar event to another Cornellian?
Net Promoter Score
Net Promoter Score
Percentage of (10 + 9)MINUS
Percentage of (0 + 1 + 2 + 3 + 4 + 5 + 6)EQUALS
NPS
Example
(47.1+11.8)-MINUS-
(0+0+0+0+5.9+5.9+0)
= NPS of 47.1%
Industry Average
Airlines 15%
Grocery Stores 49%
Cable TV -3%
Credit cards 9%
Health insurance -5%
Company Score
Jet Blue 60%
Wegman’s 78%
Apple 72%
Verizon 13%
USAA Home Insurance
78%
31% = CEN Webinars65% = CEN46% = CSV54% = DJS Conversations52% = Faculty Online Conversations80% = Affinities/Mosaic71% = PCCW’s Annual Meeting41% = CALC 201152% = TCAM 2010
Our average: 52%
Net Promoter System
Follow Up
Net Promoter System
Follow Up
At Cornell, we’re using survey responses to:
• Identify attendees who are promoting or dissing our programs and reaching out to engage them further
• Course correct our event details so the experience keeps improving
Net Promoter System
Follow Up
We’ve found:Example after example here of people who were unsatisfied, but as a result of our calls they became donors or volunteers, and they started telling their friends they should come to our events.
Example after example of programs that incorporated customer suggestions into their thinking, then saw NPS increase.
Thank you in advance!
