NBMBAA Stakeholder Pulse Check - Net Promotoer Score - Top …

NBMBAA Stakeholder Pulse Check - Net Promotoer Score - Top …

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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.

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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

2 4 6 8 1 3 5 7 9 10 Not likely to recommend Extremely likely to recommend

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.

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.

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NET PROMOTER SCORE SUMMARY

29

ALL STAKEHOLDER GROUPS

29

CORPORATE PROFESSIONAL

22

What is a good NPS?

ENTREPRENEUR

Any NPS score above 0 is “good”. It means that your audience is more loyal than not. Anything above 20 is considered “favorable”. Bain & Co, the source of the NPS system, suggests that above 50 is excellent, and above 80 is world class.

31

STUDENT

55

CHAPTER LEADER

34

CORPORATE PARTNERS AND EXHIBITORS

DALLAS 7

ATLANTA 31

HOUSTON 63

CHICAGO 21

DETROIT 42

NET PROMOTER SCORE BY CHAPTER

NEW YORK 10

WASHINGTON DC 35

LOS ANGELES 27

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ALL STAKEHOLDER GROUPS

Promoters

52%

Passives

25%

Detractors

23%

Recurring Themes

Recurring Themes

Recurring Themes

• Networking/Connections/Relationship Building “It is a great organization for networking, getting involved with the community, and meeting like-minded professionals.” • Conference/Career Expo “Enjoyed the experience/exposure to the many companies that attended the conference. Great networking opportunities throughout the nation.” “It is an amazing opportunity to network with like-minded individuals and to be exposed to information and events that can advance your career.” • Brand Reputation “The NBMBAA is the strongest black professional and networking organization I am aware of.” • Opportunities for Career Growth/ Professional Development

• Networking/Connections/Relationship Building “It could a great networking opportunity and career enhancement if someone is looking for a job” • Conference/Career Expo “The conference / job fair is the primary reason I would recommend membership to a junior level friend or colleague. Up until very recently, I would say that I would only recommend to junior levels as the conference and the associate job fair is geared towards people just getting their MBA or only a few years removed. I would also say that it is geared towards certain MBA career tracks such as marketing and less so for more quantitative MBA tracks such as finance and accounting. However, lately I am starting to see more content during the conference geared towards more seasoned professionals and towards finance.”

• Lack of Relevant Programming for Seasoned Professionals “…I would definitely recommend the organization to those in the early and mid-years of their career. As an executive- level professional, I have found that I have not yielded the connections and insights that are most helpful at this stage of my career…” • Lack of Relevant Programming for those NOT in Corporate Sector or Popular Industries “There needs to be a shift to focus on life beyond/outside of corporate employment to enable members to truly maximize their MBA’s ROI.” • Lack of Meaningful/Relevant (General) Programming “Not enough meaningful events or ways to participate”

Net Promoter Score 29 N=458

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ALL STAKEHOLDER GROUPS

• Resources/Programming Content “The NBMBAA provides a robust schedule of events as well as the opportunity to network with various persons in the industry. Strategically and tactically, it has helped me grow as a person and in my career.” • Supports/Promotes Minority Success/ Connected to Community “What other organization strategically focuses on career advancement and the building of wealth within the African American Community?! There is something to be said about a premier organization that promotes education and economic development nationally and internationally for the Black Community.” • Exposure “Alerje received a tremendous amount of exposure from the NBMBAA ecosystem. This includes investors, customers, and potential strategic organizations that we didn’t have any direct ties with.”

• Opportunities for Career Growth/ Professional Development

• The Organization is Becoming More Inclusive/Diverse (No Longer Focused on Advancing the Careers of African- Americans) “It does not feel like the focus is getting black people (men) jobs. More needs to be done to ensure that the purpose of the NBMBAA is to propel black people in the workforce. From my prospective the current focus is to help any MBA student as long as they pay a fee. We (Black people) are still drops in a bucket in the workforce so there is a strong need to get back to basics.” • Don’t See the Benefit/ROI “The Career Expo is great, but I have seen limited benefits to being a part of NBMBAA beyond that.” • Organizational Branding Issues/Identity Crisis “…The organization has ceased to become the stalwart of innovation and creating new opportunities for minorities.”

“It provides opportunities for continued professional growth and networking for all levels of our membership, especially the younger members. Membership growth in the organization provides credibility and leverage.”

• Brand Reputation “The organization is a staple for Black

professionals on a National level. To be part of a legacy organization is a true presence of how we have grown and continue to grow as a people. Anyone who needs to broaden their network, learn leadership skills, and grow in their careers needs to be part of this organization.”

• General/Miscellaneous

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ALL STAKEHOLDER GROUPS

• Disappointed in Local Chapter Engagement/Execution/Programming “I have been a member for about two months and I haven’t heard from anyone from new member intake nor have I heard about events or meetings in the greater LA area. I know that my dues come out like clockwork on a monthly basis however, I’m not seeing the ROI in my membership.”

• Lack of Customer Service/Non- Responsive “Non-existent customer service…”

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