January 18, 2024
from Bill Hudson, head of school
Since 2015, I have invited parents each December to participate in the Net Promoter survey. The Net Promoter is a standard industry measure of customer experience. Respondents are asked to answer a fundamental question, using a 0-10 scale: How likely is it that you would recommend MPA to a friend or colleague? It was created by Frederick Reichheld, a top management consultant at Bain & Company, to predict customer loyalty and measure customer satisfaction. Although it is geared toward Fortune 500 companies and is not common in education, it has been a valuable tool for MPA.
Our school-wide score is 48 this year, a noticeable improvement over last year. Historically, MPA parents have given an average score of 58, including a high of 74 in 2020 and a low of 40 last year. Like many companies and institutions, MPA’s Net Promoter score took a hit after the pandemic, a reflection of the uncertainty as society grappled with the “new” normal.
Approximately 78% of MPA families participated in the survey this year (although the numbers are skewed a bit because families were invited to take it several times if they had students in multiple divisions.) According to the Net Promoter methodology, survey respondents are grouped into three categories: detractor, passive, or promoter, based on the simple question of how likely respondents would be to recommend the school to a friend or colleague.
The breakdown for MPA is as follows:
- Detractors: Fifty-nine parents (representing 16%) gave a score between 0 and 6 and are considered detractors or “unhappy customers.”
- Passives: Ninety-five parents, or 26%, are satisfied but unenthusiastic customers, giving the school a score of 7 or 8.
- Promoters: Two hundred and eight parents, representing 57% of those participating in the survey, gave a score of 9 or 10 and are classified as “loyal enthusiasts.”