What's the Parent Choice Award?

Modified on Thu, 8 Jan at 3:00 PM

The Parent Choice Award is our way of recognizing and honoring private and independent schools that really focus on their parents. It’s given out every year to schools that hit amazing levels of parent satisfaction, measured by their Net Promoter Score (NPS) during the school year (September 1st to May 31st).

To qualify, schools need an NPS of at least 70. Schools scoring 80 or higher will all receive the Premier Parent Choice Award, and the Platinum Parent Choice Award goes to the one school with the highest score.

What's a Net Promoter Score?

Net Promoter Score (NPS) is a simple but powerful way to gauge customer satisfaction and loyalty. It’s a number between -100 and 100, based on answers to the question: “How likely are you to refer us to a friend or colleague?” Created in 2003 by Bain & Company, NPS is used by thousands of organizations across just about every industry you can think of.

Net Promoter Scores are classified by most researchers as:

A score of 30 to 50 is good.
A score of 50 to 70 is excellent.
A score of 70+ is world-class.

Since schools need a minimum score of 70 to win a Parent Choice Award, all winners are considered exceptional. Schools scoring 80 or higher for the Premier Award are in truly elite territory. For context, fewer than 7% of eligible schools reached Premier status in the 2023-2024 school year.

Why is the Parent Choice Award important?

This award isn’t just about bragging rights. It shows that a school is doing a fantastic job creating a positive experience for parents. Here’s why it matters:

Happy Parents = Thriving Schools: High NPS scores mean parents are happy, which often leads to better retention rates and a stronger school culture.
Word-of-Mouth Marketing: Private and independent schools rely heavily on parent recommendations to attract new families, and high NPS scores show that parents are likely to spread the word.
Forward-Thinking Leadership: Schools with great NPS scores actively seek feedback and adapt to meet the needs of their community, which is a recipe for long-term success.

How does a school quality for the Parent Choice Award?

To be considered, a school must:

Be an active ParentPulse client.
Survey parents for at least one full 90-day cycle between September 1st and May 31st.
No need to sign up or apply! Any school that meets the eligibility requirements is automatically in the running.

The Parent Choice Award shines a spotlight on schools that go above and beyond to build trust and satisfaction within their communities, setting a benchmark for others to follow. By focusing on parent feedback and prioritizing a culture of excellence, award-winning schools demonstrate their commitment to the families they serve. We’re proud to partner with you!