NBMBAA Stakeholder Pulse Check - Net Promoter Score Approach

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NATIONAL BLACK MBA ASSOCIATION ® STAKEHOLDER PULSE CHECKS NOVEMBER 2019

THE APPROACH

Which of these would you consider yourself: (Check all that apply) • Corporate Professional • Entrepreneur • Student Which of these would you consider yourself?.(Check all that apply) • Member • Chapter Leader

Interest in Sharing Your Perspectives 1. Would you be open to providing additional input on your perspective and experience with NBMBAA through other channels? (Yes, No) - Focus Groups, Interviews or Discussion Boards? 2. Did you attend the Houston NBMBAA Conference in 2019? (Yes, No) 3. If you attended this conference, on a scale of 0 to 10 with 0 being VERY UNLIKELY to 10 being VERY LIKELY, what is the likelihood that you would recommend a friend or colleague attend the National Black MBA Association Career Conference and Expo?

Current members (subscribed to the NBMBAA Membership Email Distribution List) were asked to complete the following pulse check. We then calculated Net Promoter Scores by Stakeholder Group based on their responses.

Name, Email, Phone Number, Current Title, Current Company Employed, Current Company Owned (Full or Partial Ownership) Pulse Check On a scale of 0 to 10 with 0 being VERY UNLIKELY to 10 being VERY LIKELY, what is the likelihood that you would recommend a friend or colleague join National Black MBA Association? Why? Stakeholder Role Are you currently a member of National Black MBA Association? (Yes, Not Currently, But I Have Been In the Past, No) If so, when did you join? (enter a four digit year), If so, what chapter do you belong to?

• Collegiate Partner • Corporate Partner • Volunteer • Donor • Board Member • Advisory Board Member • Conference Sponsor • Conference Exhibitor

From these responses, we: 1. Calculated Net Promoter Scores for each Member Type and Profile 2. Summarized the recurring themes from promoters and detractors 3. Shared excerpts from some of their comments.

National Black MBA Association ® Stakeholder Pulse Checks November 2019

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NET PROMOTER SCORE EXPLAINED

Net Promoter Score Calculation Customers are surveyed on one single question. They are asked to rate on an 11-point scale the likelihood of recommending the company or brand to a friend or colleague. “On a scale of 0 to 10, how likely are you to recommend this company’s product or service to a friend or a colleague?” Based on their rating, customers are then classified in 3 categories: detractors, passives and promoters.

The Net Promoter Score is an index

The Net Promoter Score (NPS) is determined by subtracting the percentage of customers who are detractors from the percentage who are promoters. What is generated is a score between -100 and 100 called the Net Promoter Score. At one end of the spectrum, if when surveyed, all of the customers gave a score lower or equal to 6, this would lead to an NPS of -100. On the other end of the spectrum, if all of the customers were answering the question with a 9 or 10, then the total Net Promoter Score would be 100.

ranging from -100 to 100 that measures the willingness of customers to recommend a company’s products or services to others. It is used as a proxy for gauging the customer’s overall satisfaction with a company’s product or service and the customer’s loyalty to the brand.

0

1

4 2 6 8

5 3 7 9 10

DETRACTORS ‘Detractors’ gave a score lower or equal to 6. They are not particularly thrilled by the product or the service. They, with all likelihood, won’t purchase again from the company, could potentially damage the company’s reputation through negative word of mouth.

PASSIVES ‘Passives’ gave a score of 7 or 8. They are somewhat satisfied but could easily switch to a competitor’s offering if given the opportunity. They probably wouldn’t spread any negative word-of- mouth, but are not enthusiastic enough about your products or services to actually promote them.

PROMOTERS ‘Promoters’ answered 9 or 10. They love the company’s products and services. They are the repeat buyers, are the enthusiastic evangelist who recommends the company products and services to other potential buyers.

Not likely to recommend

Extremely likely to recommend

NPS = % - %

National Black MBA Association will use net promoter score to:

• Establish a baseline with our various stakeholders • Develop and execute programs that grow NPS. • Drive membership and revenue growth.

National Black MBA Association ® Stakeholder Pulse Checks November 2019

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