Net promoter score is a single question-based survey that is developed by Fred Reichheld in conjunction with Bain & Company and Satmetrix in 2003. NPS was presented by Reichheld in the Harvard Business Review, in an article entitled ‘The Only Number You Need to Grow’. The core idea of NPS is to focus on the concept of the loyalty of the stakeholders in a business. The method is based on a simple core question which is based on “How likely would you be to recommend…” The response to these questions is based on an 11-point scale ranging from 0 to 10.
The respondents are categorized into three segments.
- Promoters: (score 9-10) are loyal enthusiasts who will refer.
- Passives: (score 7-8) are satisfied but unenthusiastic stakeholders who are vulnerable
- Detractors: (score 0-6) are unhappy stakeholders who can damage the brand and impede growth through negative word-of-mouth.
The survey was conducted among all the ten schools of Adamas University. Total number of participants was 3127 which comprises almost 88% of the entire student strength of AU.
NPS score for Adamas University is -4. Out of all respondents, 30% are promoters, 35% are passives and 35% are detractors. Highest number of promoters is from Ph.D. programs, highest number of passives is from postgraduate and Ph.D. programs and highest number of detractors is from Diploma programs. As per the school wise analysis, the highest number of promoters is from School of Education and the highest number of detractors is from School of Medical Sciences.
Analysis of the comments given by students revealed that the best things about AU as perceived by the students are Reputation, Faculty Quality, Academic Curriculum, Green Campus and Campus Life. Things that need improvement in AU as perceived by the students include Infrastructure, Management, Fee structure and payment process, Examination process and Placement. Based on the observations made, certain recommendations are given.