industry research
ARE YOU BEING SERVED
your business. It’s a proven indicator of customer satisfaction, loyalty and commitment,” says Mike Hill, MD of Leisure-net Solutions, which along with The Retention People (TRP) brought NPS to the UK leisure and fitness sector. The survey is measured using just one
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question, branded the ‘ultimate question’ by its developers Fred Reichheld, Bain & Company, and Satmetrix. That question is: “How likely is it that you would recommend our company to a friend or colleague?” Customers give their answer on a 0–10 rating scale, and on
PS is probably the most powerful single indicator of your customers’ view of
the basis of this are categorised into one of three groups: Promoters (9–10 rating), who are loyal enthusiasts who stay longer, spend more and fuel growth; Passives (7–8 rating) who are satisfi ed but unenthusiastic, and vulnerable to leaving/competitor offerings; and Detractors (0–6 rating) – unhappy customers who can damage your brand and impede growth through negative word of mouth. The percentage of Detractors is
subtracted from the percentage of Promoters to obtain a Net Promoter Score. A score of 75 per cent or above is considered high – these are the scores achieved by brand leaders such as Amazon and Apple. However, as Hill
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Results from the latest leisure industry customer service survey don’t make good reading. The NPS (Net Promoter Score®) survey, used by global brands like Apple and Amazon to measure loyalty, reveals that the sector has a long way to go to create a loyal fan base, as Donna Gregory reports
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explains: “NPS is a tough matrix which tends to ‘stretch the scores’ – scores can theoretically go from minus 100 per cent to plus 100 per cent.”
fitness industry survey Almost twice as many operators took part in November 2011’s NPS survey, compared with the inaugural survey in March 2011: 57 companies, with 511 clubs, generated over 32,000 responses. The overall industry Net Promoter
Score worked out at 21 per cent – the same as in the fi rst survey. “In many ways it is not surprising that the scores from this year’s survey haven’t changed. Scores will only move if the operators within the sector change the way they
april 2012 © cybertrek 2012
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