Measuring Loyalty with NPS

We measure member loyalty using the Net Promoter System (NPS). Our annual Alumni Engagement Survey asks members a single NPS question to determine how well IU’s alumni relations enterprise, including the IUAA, is engaging and advancing alumni.

An NPS score can be as low as –100 or as high as +100. Generally, a positive score is considered “good.” A score of more than 50 is considered excellent. And a score of more than 70 is considered exceptional.

Using email surveys, we also measure attendee satisfaction after every IUAA program and event.

NPS Explained

Our annual Alumni Engagement Survey asks members a single NPS question:

On a scale of 0 (not at all likely) to 10 (extremely likely), how likely are you to recommend being an IU Alumni Association member?

  • Promoters (9–10) are likely to refer others to the IUAA.
  • Passives (7–8) are satisfied but unenthusiastic about the IUAA.
  • Detractors (0–6) are unhappy and negative about the IUAA.

Satisfaction vs. Loyalty: Know the Difference

Both satisfaction and loyalty are important predictors of success. They are often used interchangeably, but they actually represent two very different results. Satisfaction is an attitude. Loyalty is a consistent behavior.

Consumers can be satisfied but not loyal. Consider the individual who typically attends shows at the IU Auditorium and is a huge Straight No Chaser fan. At the end of the day, if Straight No Chaser is performing at the Buskirk-Chumley Theater, this satisfied but not loyal customer will purchase tickets based on content, not venue.

Consumers can be loyal but not satisfied. Consider the individual who attends IUPUI athletic events. This person may not be satisfied with campus parking, but they’re loyal to the Jaguars — ensuring their continued attendance at games, meets, and matches.