NPS
survey moving on up
The first national Net Promoter Score® survey of the UK leisure/health and fitness industry has revealed that consumers’ perceptions of the sector are worryingly low. Leisure-net Solutions MD Mike Hill examines the findings and investigates how the sector can improve its score and service
W
hat’s the ultimate question we should be asking our customers? Finding out if they’re satisfied is one
thing, but in order to really understand their relationship with a facility and so determine the future growth potential and profitability of that business, operators need ask just one question: How likely is it that you would recommend our company to a friend or colleague? When Leisure-net Solutions, in
partnership with The Retention People (TRP), asked more than 19,000 fi tness industry customers from 159 UK sites that very question in March this year, their response was ominously negative. Overall, just 38 per cent said they’d proactively recommend their current gym or leisure centre, while 17 per cent were so unhappy that they were classifi ed as Detractors
– in other words, willing to actively be negative about the service they received. These fi gures give an overall average Net Promoter Score (NPS) of 21 per cent. What’s more, when responses are
broken down, it’s clear to see that there are signifi cant differences between sectors – local authority sites scored the highest at 27 per cent, followed by trusts at 12 per cent and fi nally private multi-site operators, which scored a worrying minus 16 per cent. The range
50
of scores for individual sites varied considerably, with the lowest coming in at minus 32 per cent and the highest reaching a respectable 50 per cent.
What your customers really think The NPS – a customer loyalty metric developed by Fred Reichheld, Bain & Company and Satmetrix – measures member satisfaction and loyalty levels on a simple three-point scale. Based on how they answer, respondents are categorised as Promoters (nine or 10/10 rating), Passives (a seven or eight rating) or Detractors (zero to six rating). While Promoters are loyal enthusiasts likely to stay with a facility, spend more, buy
NPS® by Industry - United Kingdom -4%
Banking Car insurance
Computer hardware Internet services
Mobile phone carriers
Mobile phone handset / smartphone
Television / DVD electronics
-60% -40% -20% -46% 3% -13% 18% -13% 24% 7% 0% 20% 39% 40% 60% 80% 100% 67% 24% -26% -9% -29% 7% -11% 10% 17% 21% 52%
more and recommend it to their friends, Detractors are classed as unhappy customers trapped in a bad relationship – those most likely to leave early, spend little and even put other customers off. Passives are neither positively or negatively proactive, simply satisfied but unenthusiastic customers who can be easily wooed by the competition. The percentage of Detractors is
subtracted from the percentage of Promoters to obtain a Net Promoter Score – a clear measure of an organisation’s performance through the eyes of its customers. A score of 75 per cent or above is considered high, and the fastest-growing companies in their respective sectors – those that really
Lowest NPS
42%
Average NPS
Highest NPS
Read Health Club Management online at
healthclubmanagement.co.uk/digital
may 2011 © cybertrek 2011
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84