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Surveying Members to Deepen Engagement and Maximize Impact Mary Mossing and Delphine Carter
The Ultimate Question Driving Good Profits and True Growth
by Fred Reichheld
Answering the Ultimate Question ���How Net Promoter Can Transform Your Business by Richard Owen & Laura L. Brooks, PhD
Fred Reichheld and Bain & Company began investigating the connection between customer loyalty and growth
Net Promoter Score
They Use Net Promoter, Shouldn’t You?
How likely would you be to recommend the YMCA to a friend or family member ?
The Ultimate Question
On a scale of 0 to 10 0 is very unlikely 10 is very likely
Why did you rate the Y the way you did ? What would it take for the Y to receive a rating of 9 or 10 ?
The Follow Up Questions
Promoters
9 and 10
Those who were so delighted that they are promoting their
experience to others
Passives
7 and 8
Those who had expectations met to the point they were
satisfied, but not delighted to the point they are promoting
their experience to others
Detractors
0 through 6
Those who are anywhere from very dissatisfied to not having
some portion of their expectations met
Response Groups
Just averaging the ratings, results in 9.1
Example: Net Promotor Score® Calculation
Rating Response Group Responses
9 and 10 Promoters 71%
7 and 8 Passives 26%
0 through 6 Detractors 3%
Promoters minus Detractors = NPS 71% minus 3% = 68% Net Promoter Score®
Rating
Response Group
Responces
9 and 10
7 and 8
0 through 6
• Repurchase (retention) • Buy additional products or services • Refer others • Provide constructive feedback
Promoters Exhibit the Four Loyalty Behaviors that Drive Growth
Promoters Become Donors and Volunteers
Identify Promoters so you can invite them to become donors and volunteers and recruit new members
Passives Can Become Promoters
Analysis of key drivers will enable you to identify what needs to be done to convert Passives into Promoters
Detractors Tell a Story Detractor Key Drivers may tell you about
things you did not know were broken; things that may be easy to fix
• Clarifies and simplifies the job of delighting members • Allows staff to compare performance from month to month
or quarter to quarter
Net Promoter
A 5% increase in retention can yield a 25% to 100% improvement in the bottom line
Member Retention
NPS Can Help Predict Retention
• Promoters renew memberships • Detractors probably won’t renew
Organizations with high NPS grow revenues at a rate more than twice that of their competitors
Loyalty Leaders
Companies with World Class Loyalty
Industry Leaders
Business Segment Company NPS Long Distance Providers Vonage 45%
Cellular Providers Verizon 40%
Internet Service Providers AT&T 11%
Banking Citi -12%
Brokerage Charles Schwab 36%
Technology Hardware Apple 77%
On-line Search Google 71%
Online Shopping Amazon 74%
The Key
• Choosing a random sample from within the membership base is the key to getting accurate and reliable data
• Calling randomly chosen telephone numbers from within the membership base is the best way to insure random sampling
Sampling Bias
• Internet and mail surveys can introduce sampling bias because respondents self select to respond; they may even have an axe to grind.
• Phone bias can results when a respondent doesn’t
want to share the truth or hurt the callers feelings.
• A combination of phone and internet surveys provides the best sample.
• Phone surveys actively proposition everyone, including those satisfied members who may feel little improvement is needed
• Conversely, usually only those with strong opinions will feel motivated to respond to an email or mail survey
Bias
Non-Response Bias
YMCA Membership NPS Surveys
Low High
NPS range 0.92% 93.6%
Average Membership NPS is 64.1%
• Net Promoter segments members into Promoters, Passives and Detractors
• Net Promoter provides timely, actionable data that shows where improvement is needed
• Net Promoter helps you improve, attract new members and retain current ones
Net Promoter in a Nutshell
Branch Action Timeframe Assigned Total
A Branch
Long-term
Aquatics 3
Childcare 1
Maintenance 4
Membership 9
Wellness 1
Mid-term
Aquatics 2
Childcare 4
Membership 2
Programs 3
Senior 1
Wellness 6
No Action No Assignment 33
Short-term
Aquatics 2
Employees 7
Maintenance 7
Membership 10
Programs 1
Fundraising Fundraising 58
Association “Q” NPS Analysis
Branch Entry Date Member ID First
Name Last
Name Membership
Type Services
Type Description
A 7/20/11 001-07 Louis Doe Participant Impact NPS Survey - Score: 1; Comments: A Branch was our home Y. Employees have terrible attitudes are not service oriented. Cleanliness. Lack of classes.
A 6/7/11 001-11 Dana Doe Participant Impact NPS Survey - Score: 1; Comments: they refuse to help me cancel my membership
A 7/20/11 001-249 Robert Doe Family Impact NPS Survey - Score: 10; Comments: I like all of the different classes offered by the Y. It's a great place to swim and workout. I also want to get my kid into an art or piano class.
A 7/20/11 001-273 Tiffany Doe Family Impact NPS Survey - Score: 10; Comments: I think all of the YMCA staff are a good. some need more customer service training than others but overall good
A 5/4/11 001-397 Ava Doe Couple Impact
NPS Survey - Score: 2; Comments: "Bathrooms are dirty, nasty, leaky, and do not have toilet paper. Its disgusting. I am trying to find another gym to join. The night shift never organizes the weights at night. Also, I had an issue with a community service staff member who was very threatening to me. Only reason I'm staying is its location."
NPS Report Sample Excerpt
Branch Entry Date
Member ID
First Name
Last Name Member Type Services
Type Description
A 7/12/11 001-416 Amanda Doe Couple Impact NPS Survey - Score: 3; Comments: Lots and lots of teenagers milling around in the fitness area. Will be canceling my membership shortly.
A 6/14/11 001-419 La Trice Doe Participant Impact NPS Survey - Score: 3; Comments: The joining promises were not followed up on. Even after they were addressed.
A 6/14/11 001-431 Steph Doe Family Impact
NPS Survey - Score: 4; Comments: "the pools are our main reason for being members. The lifeguards have gotten WAY too strict & about the wrong things. Not saying anything when kids rough housing in kids pool chasing each other, pulling each other under, my 7 y.o. foster child doesn't know how to swim & was afraid they would knock him down, as they weren't just close, but running into us. Yet, when I was watching my 13y.o. daughter help our 2 y.o. on the little slide, holding him any time he was in the 10 inch deep pool, I was read the riot act by the guard, I was holding on to our 3 & 7 yr olds who may look like they'd be ok, but wouldn't. They needed my attention, not the toddler, it would have been irresponsible of me to move away from them, the toddler was totally safe. Plus, even the times I'm able to come w/ just 1 kid, how are we supposed to teach them to swim if they have to have life vests on all the time, if attended 1 on 1 by a parent, floaties, noodles or kick boards should be allowed. They will NEVER learn to swim if always wearing a life vest. Why are parents not allowed to use the same aids swim lessons do? Not allowing adults to go down the white slide w/ al child is ridiculous, that was how our daughter learned to swim @ A Branch, she'd ""have a lesson w/ us"" w/ going down the slide as incentive.
NPS Report Sample Excerpt
