One of CFA Institute’s metrics in support of delivering member value is to gauge the Net Promoter Score (NPS) of CFA Institute and society members.

Through the question “How likely are you to recommend CFA Institute/name of society to a friend or colleague?” on a 0-10 scale, our NPS is a customer experience metric that is indicative of customer satisfaction and loyalty. This question allows us to identify the percent of members who are detractors (0-6), passive (7-8), or promoters (9-10). The NPS (for both CFA Institute and local societies) is then calculated by subtracting the percentage of detractors from the percentage of promoters.

Previously, the survey was distributed throughout the year at varying cadences to smaller sample sizes. Beginning August 2024, we are shifting to fielding the survey consistently (twice a year, in August and February) and increasing the sample size to encompass the entire membership population across both surveys each year. (That is, the survey will be distributed to approximately 100,000 members in August and the remaining 100,000 in February). The most recent NPS survey was sent to members on 1 August 2024.

It's important to keep in mind that, although valuable, NPS is one of many metrics that can be used to measure customer satisfaction. Additionally, as with any survey, the greater the participation, the more reliable and representative the results—as such, we encourage you to urge member participation in the semi-annual survey.

We hope that by reducing the number of times the survey is distributed—and distributing it to a larger population—we will receive data that will provide more reliable results, especially for our smaller societies.

Societies can view their historical NPS scores through the Consolidated Society Data Reports that are uploaded to your Salesforce Libraries. Beginning with the August 2024 results, we will also include confidence interval, related to margin of error data, to help you interpret the reliability of your society’s results.