Article source:https://www.imageseven.com.au/measuring-the-strength-of-your-schools-word-of-mouth/

Word-of-mouth is the number one way that prospective parents first learn about your school. In order for positive word-of-mouth to occur, parents must be talking about your school in a positive way. This is the foundation of your enrolment and marketing plan.

Did you know that there is a way to measure the strength of the word-of-mouth of the parents at your school? This measurement is known as the Net Promoter Score (NPS). I have been measuring this key score in the schools that work with me, through both my Enrollment Catalyst Program and the surveys that I conduct.

I would like to introduce you to this concept.

What is the ultimate question?

In 2006, Fred Reichheld authored his groundbreaking book, The Ultimate Question. He discusses the ultimate question, which is used to measure your NPS:

On a scale from zero to ten, with ten being the highest, how likely are you to recommend your school to a friend?

This question is very important to ask since it will reveal whether a customer — in your case, a parent — is willing to recommend your school to a friend. If they aren’t willing, then the parent is likely dissatisfied and may end up as part of your attrition statistics. However, if they will recommend your school, then they are loyal to your school and satisfied with their experiences.

This ultimate question is a very simple one that gives us a snapshot of the strength of our word-of-mouth.

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