The Most Important Question to Ask Your Members

Do you know how your members feel about your organization? Like, REALLY feel about how things are going in your gym or recreation facility? Sure, you may see them return weekly for workouts and assume that’s good (it is), or you can track membership renewals and lapses.

But do you know if your members think you’re good – or REALLY good? Even great? Are they raving fans?

There is a simple way to find out 1) how you’re doing with customer satisfaction, 2) who your biggest champions are and 3) how you can leverage that enthusiasm to engage others. It’s a simple question, one marketers have known for a long time.

ON A SCALE OF 1-10, HOW LIKELY IS IT YOU WOULD RECOMMEND OUR PROGRAM TO A FRIEND?

The Net Promoter Survey

This popular survey focuses on this one question. Respondents are grouped as follows:1

  • Promoters (score 9-10) are loyal enthusiasts who will keep buying and referring others, fueling growth.
  • Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
  • Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

Subtract the percentage of Detractors from the percentage of Promoters to yield your Net Promoter Score (NPS).

What to do with Your Net Promoter Score

Knowing your NPS has many benefits:

  • It sheds light on how you’re doing with customer service and gets all staff on the same page using common language
  • Having a common evaluation metric helps you set goals and measure results over time
  • Understanding customer loyalty helps you predict future revenue
  • You can compare your NPS against your competition’s

Food for thought: According to Bain and Co, the company who originally introduced this metric, a leader in an industry, on average, has an NPS more than double its competitors.2

Follow up with the Second Most Important Question

Knowing your NPS score is not enough. You need to follow up with your respondents by asking:

“What is the most important reason for your score?”

Chad Keck, co-founder and CEO of Promoter.io (a company that has sent out more than five million surveys) explains that this follow-up question helps you know HOW to respond. He cautions, though, to limit yourself to only this one follow-up. With each further question, the likelihood of someone dropping out of the survey increases by 50%.3

Once you have this secondary level of information, it’s time to engage. According to the American Marketing Association, here are the most important things you can do:

  • Detractors: Identify opportunities to do service recovery and address customer experience issues
  • Passives: Ask what it would take to move from “like” to “love”
  • Promoters: Mobilize them, especially on social media, to attract more word-of-mouth customers

Who knew one simple question could hold the key to a wealth of knowledge and growth? Well, it turns out a lot of people! Calculating your NPS is easy, quick and cost-effective, especially when you have an automated email function through a proven software partner like ACTIVE Net.

YouTube: ACTIVE Net Marketing and Engagement Tools

Take the steps to find your NPS today and you’ll be reaping the benefits tomorrow.

Sources:

1Net Promoter

2Medallia.com: Net Promoter Scores

3Zapier:Net Promoter Score

Gina Calvert

Gina is the Senior Marketing Writer for ACTIVE Network, providing marketing and business resources for active lifestyle organizations across a range of markets, including government, nonprofits, YMCAs, Parks & Recs, camps, schools and endurance events, for almost 7 years.

More Posts