NPS: it’s not a satisfaction metric; it’s a brand loyalty metric

Loyalty, Not Just Satisfaction

You’ve probably encountered the core question yourself: “On a scale of 0 to 10, how likely are you to recommend product/service X to someone?” Your 9s and 10s are your “Promoters,” the 7s and 8s are “Passives,” and 0-6 are “Detractors.” Your final Net Promoter Score is simply your Promoters minus your Detractors.

The responses are segmented into three distinct groups:

• Promoters (9-10): Your most loyal, enthusiastic advocates.
• Passives (7-8): Those who are satisfied but not actively loyal. They are vulnerable to competitors.
• Detractors (0-6): Unhappy stakeholders who may damage your brand through negative word-of-mouth.

I’m a fan of the NPS, and we incorporate it into many of our McCrindle surveys. It’s a straightforward way to capture stakeholder enthusiasm for your brand and provides a clear brand health metric, especially useful for boards (and we know boards love a good metric!).

Think about it: someone who scores you a 7 or 8 is satisfied, sure, but they’re unlikely to go out of their way to leave a positive review online. Your 9s and 10s? They’re the ones who will enthusiastically tell all their friends how much they love what you’re doing. They’re your true ambassadors, and their energy and advocacy are what will genuinely fuel your growth.

However, relying solely on the NPS is where many people get misled.

I’m sure you don’t need more reporting metrics; what you truly need to know is: “So what?” Unless you’re asking follow-up questions to understand why people gave the answer they did, you’re no wiser about how to actually improve.

This is exactly what we set out to address with our Thriving Schools Index. The feedback we’ve received from school leaders confirms it provides just that. You get your NPS, plus some rich qualitative data, and, crucially, a clear view of which aspects of the school experience genuinely delight (and, frankly, frustrate) people. It goes beyond vaguarities like “more wellbeing” and gives you actionable insights.

The Danger of the Single Number

Herein lies the trap: relying solely on the final NPS score. A single number, presented without context, tells you what is happening, but it offers no insight into why. A score of +40 might look healthy, but what if it was +55 last year? What is driving that decline? Conversely, what specific experiences are making your Promoters so enthusiastic?

Too many leaders are drowning in data and reporting metrics, but what they truly need to know is the “so what?” behind the numbers. Unless you are asking targeted follow-up questions to understand the drivers behind the score, you are no wiser about how to celebrate successes or, more importantly, where to direct your resources for improvement. A score on its own is not a strategy.

Key Takeaways for School Leaders

• NPS measures advocacy, not just contentment. The goal is to create passionate Promoters, not just satisfied Passives.
• Context is everything. A score without the ‘why’ behind it is a missed opportunity. Never report the number without the narrative.
• Embrace the feedback loop. Systematically ask your Promoters, Passives, and Detractors for the reasons behind their scores to build a roadmap for action.
• Focus on drivers. A holistic survey approach will show you which specific school attributes have the greatest impact on loyalty, allowing you to invest your resources wisely.

Unlock Your School’s Insights

If you’re feeling stuck on how to translate your survey data into a clear action plan, we are here to help. I’m offering free 30-minute advisory consults until the end of August for school marketing and community leaders. Let’s chat about your specific challenges and explore how you can get the powerful insights you need to help your school community thrive.