Decoding Net Promoter Scores
Does a digit on a one to ten scale
have the power to shape the future of your attraction?
Welcome to Net Promoter Score (NPS). It’s simple on the surface, but the question, “Would you recommend this attraction to a friend?” can provide valuable insights into brand strength and visitor satisfaction.
NPS is a useful barometer, measuring customer loyalty and gauging visitor sentiment. From the perspective of an individual brand, NPS can provide insights into the brand's health and how it evolves, offering a tool for monitoring visitor experiences.
The simplicity of NPS adds to its appeal, relying on a single question: "On a scale of 0 to 10, would you recommend this attraction to a friend or family member?" Based on the responses, customers are categorized into three groups:
Promoters (9-10)
These visitors are typically loyal and will continue to visit and refer others, fueling growth.
Passives (7-8)
Satisfied with their visits but unenthusiastic, they are vulnerable to competitive offerings and not happy enough to recommend the attraction to others.
Detractors (0-6)
Unhappy visitors who are unlikely to return can damage the brand through negative word-of-mouth.
NPS is then calculated by subtracting the percentage of detractors from the percentage of promoters, resulting in a score ranging from -100 (if every customer is a detractor) to 100 (if every customer is a promoter).
Simple, right? Ask a question.
Get a response.
Now you know everything, right?
Well… there are a few more intricacies to consider.
Looking at general NPS—like the ones in VOV 2024—can give you a baseline, but it lumps everyone together. “Industry-wide NPS should be treated as a starting point. Use it as a benchmark, tracking your brand's performance over time. The real power lies in comparing and contrasting within your brand's historical context and its direct competitive set. NPS evolves by brand, reflecting the effort invested in shaping your brand image,” explains Jill Renner, President of H2R Market Research.
Benchmarks should be appropriately aligned for a fair comparison. Attractions should be of similar size and scope. Industry trends provide context, but your brand's narrative is unique. Continuously track and compare NPS over time to understand your brand's customer satisfaction trajectory.
Timing is also a factor
If you’re set on using that kiosk at the exit to get a high rate of return, understand there may be a halo effect. Initially, visitor reviews will be higher as people are still basking in the memories of the day. Those feelings decline over time. Renner suggests aiming for a few days to a week after the visit for initial results. Also, consider the variability in response rates based on communication channels—email, text, links, or calls and aim for tailored strategies.
Brand Strength
Consistency is key when analyzing NPS. Find the benchmark and check in at regular intervals. Checking in after a few months allows you to gauge changing sentiment. “NPS often declines over time. The rate of decline is tied to your brand strength. Stronger brands experience less fluctuation weeks or months later. Monitor it but anticipate the natural ebb and flow of reviews in the weeks following a visit,” Renner explains.
Incorporating follow-up questions like, "What is the primary reason you gave it that score?" can provide more nuanced and qualitative data. Categorizing and analyzing open-ended responses facilitates a deeper understanding of customer sentiments. Secondary sources like review sites and social media can also provide additional feedback and help identify pain points that must be addressed.
Gathering scores alone is insufficient; understanding and responding to customer feedback is key. Internally sharing this information ensures the entire organization can react to visitor sentiment. Monitoring shifts, such as long-time supporters providing negative feedback or transitioning to being passive, provides an opportunity to proactively reach out to rectify issues and retain valuable customers.
Regularly watching for trends in customer feedback is crucial for addressing recurring concerns or celebrating positive aspects. Whether addressing common grievances, such as parking issues, or amplifying positive feedback on new merchandise, a dynamic approach to NPS facilitates continuous improvement and customer satisfaction. Utilizing NPS as a catalyst for positive change involves a multifaceted approach, combining data tracking, follow-up inquiries, sentiment analysis, and a proactive response to customer feedback.
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