How To Use NPS In Admissions

Definition and Core Concepts

Net Promoter Score (NPS) is a metric used to gauge customer loyalty and satisfaction by asking a simple question: "On a scale of 0 to 10, how likely are you to recommend our product/service to a friend or colleague?" In the context of admissions, this question can be adapted to assess how likely prospective students or their families are to recommend your institution. The responses are categorized into three groups:

• Promoters (9-10): Highly satisfied individuals who are likely to recommend your institution.
• Passives (7-8): Neutral individuals who are satisfied but not enthusiastic.
• Detractors (0-6): Unsatisfied individuals who may discourage others from applying.

The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters, resulting in a score that ranges from -100 to +100.

Why NPS Matters in Today's Market

In an era where word-of-mouth and online reviews significantly influence decision-making, understanding how your institution is perceived is critical. NPS provides a clear, quantifiable measure of this perception. For admissions teams, it offers insights into the applicant journey, from initial inquiry to enrollment. By identifying pain points and areas of excellence, institutions can refine their strategies to better meet the needs of prospective students. Moreover, a high NPS can serve as a powerful marketing tool, showcasing your institution's strengths to future applicants.

Enhancing Student and Family Loyalty

One of the primary benefits of using NPS in admissions is its ability to foster loyalty among prospective students and their families. By actively seeking feedback and addressing concerns, institutions demonstrate a commitment to the applicant experience. This not only increases the likelihood of enrollment but also builds a foundation for long-term relationships, turning applicants into advocates for your institution.

Driving Enrollment Growth

NPS can be a powerful driver of enrollment growth. By identifying promoters, admissions teams can leverage these individuals as ambassadors, encouraging them to share their positive experiences with peers. Conversely, understanding the concerns of detractors allows institutions to address issues that may be hindering enrollment. Over time, this targeted approach can lead to higher application rates and improved yield.

Step-by-Step Guide to Getting Started

1. Define Your Objectives: Determine what you want to achieve with NPS, such as improving the applicant experience or increasing enrollment rates.
2. Design the Survey: Adapt the NPS question to fit the admissions context. For example, "How likely are you to recommend [Institution Name] to a friend or family member considering higher education?"
3. Choose Your Audience: Decide whether to survey prospective students, their families, or both. Consider segmenting your audience for more targeted insights.
4. Distribute the Survey: Use email, SMS, or your admissions portal to distribute the survey. Ensure the timing aligns with key milestones in the applicant journey, such as after a campus visit or application submission.
5. Analyze the Results: Calculate your NPS and analyze the feedback to identify trends and areas for improvement.
6. Take Action: Develop and implement strategies to address the feedback, focusing on both detractors and promoters.
7. Monitor Progress: Regularly measure NPS to track the impact of your initiatives and make data-driven adjustments.

Tools and Resources for Success

• Survey Platforms: Tools like SurveyMonkey, Qualtrics, and Google Forms can help you design and distribute NPS surveys.
• CRM Systems: Integrate NPS data into your Customer Relationship Management (CRM) system for a holistic view of the applicant journey.
• Analytics Software: Use platforms like Tableau or Power BI to visualize and analyze NPS data.
• Training Resources: Invest in training for your admissions team to ensure they understand how to interpret and act on NPS data.

Identifying Potential Pitfalls

While NPS is a valuable tool, it is not without its challenges. Common pitfalls include:

• Low Response Rates: Prospective students and families may not prioritize completing surveys, leading to limited data.
• Misinterpretation of Results: Without proper context, NPS scores can be misleading, leading to ineffective strategies.
• Overemphasis on the Score: Focusing solely on the NPS number rather than the underlying feedback can hinder meaningful improvements.

Solutions to Overcome These Challenges

• Increase Engagement: Use personalized invitations and incentives to encourage survey participation.
• Provide Context: Supplement NPS data with qualitative feedback to gain a deeper understanding of the applicant experience.
• Focus on Actionable Insights: Prioritize addressing the feedback rather than fixating on the score itself.

Case Studies and Success Stories

• University A: By implementing NPS surveys after campus tours, University A identified that prospective students valued personalized interactions with faculty. They used this insight to enhance their tour experience, resulting in a 15% increase in applications.
• College B: College B used NPS to assess the effectiveness of their virtual open houses. Feedback from detractors highlighted technical issues, which the college addressed, leading to a 20% improvement in satisfaction scores.
• Institution C: Institution C leveraged NPS to identify their most enthusiastic applicants. They invited these promoters to participate in testimonial videos, which boosted their online engagement and application rates.

Industry-Specific Examples

• Private Colleges: Use NPS to differentiate themselves in a competitive market by highlighting unique strengths.
• Community Colleges: Focus on addressing the concerns of detractors to improve accessibility and affordability perceptions.
• Online Universities: Leverage NPS to optimize the virtual applicant experience, from website navigation to online support.

How is NPS Calculated?

NPS is calculated by subtracting the percentage of detractors (scores 0-6) from the percentage of promoters (scores 9-10). The result is a score ranging from -100 to +100.

What Industries Benefit Most from NPS?

While NPS is widely used in business, it is particularly beneficial in education, healthcare, and hospitality, where customer experience is a key differentiator.

How Often Should You Measure NPS?

For admissions, consider measuring NPS at key touchpoints, such as after campus visits, application submissions, and decision notifications.

Can NPS Be Automated?

Yes, many survey platforms and CRM systems offer automation features, allowing you to distribute surveys and analyze results with minimal manual effort.

What Are the Limitations of NPS?

NPS provides a high-level overview but lacks the depth of qualitative feedback. It should be used in conjunction with other metrics for a comprehensive understanding of the applicant experience.

By integrating NPS into your admissions strategy, you can gain valuable insights into the applicant experience, foster loyalty, and drive enrollment growth. With the right approach, tools, and mindset, NPS can become a cornerstone of your institution's success.