Gym member NPS survey

Get to know your customers with an NPS survey

Most of you will have seen the short surveys we send seeking feedback on the Jonas Leisure software solutions you use.

Your feedback on these Net Promoter Score (NPS) surveys plays a vital role in helping us improve our products and the service we provide. But have you ever wondered what the scoring means, and how exactly we use the results?

What is an NPS survey?

NPS surveys are a quick way to gather feedback and gauge the likelihood of a customer recommending your company, product or service to others. They typically ask customers to provide a single score out of 10 in response to one key question – “How likely are you to recommend [Organisation X, Service X or Product X] to a friend or colleague?”. NPS surveys can also include a feedback box, allowing customers to expand on the reasons behind the score they have provided.

According to the methodology, first proposed by US business strategist Fred Reichheld, customers who give a score of 9 or 10 are considered promoters and are most likely to actively champion your brand to others. People who give a score of 0-6 are considered detractors and are more likely to speak negatively about a company, product or service, while those who give a score of 7 or 8 are less likely to actively recommend or speak negatively about a company, product or service.

NPS scoring

Are your customers promoters or detractors? How NPS scoring works.

At Jonas Leisure, we use our own leisure industry TRP customer engagement software to send NPS surveys out weekly to a randomly selected group of customers. Our randomised approach means any individual customer can expect to receive a survey approximately once every three months.

We made the decision to randomise the sending of our surveys, rather than sending them immediately after we’ve satisfied a customer enquiry, to help ensure the feedback we receive is not skewed.

How can it help?

One of the benefits of NPS surveys is that they are quick and easy for customers to complete, leading to higher response rates.

The results of an NPS survey can be used to improve your customer service, understand customer perceptions, and identify customers who are most likely to champion your offerings to others.

Many businesses in the leisure sector use NPS surveys to understand how their interactions with customers are perceived and to measure the impact of customer loyalty initiatives they introduce. Some analyse the results over a number of years to identify the average score given by customers who are about to leave, allowing them to follow up quickly on any similar scores in future to resolve issues and retain business.

At Jonas Leisure we use the NPS findings as a measure of how well our customers think we are doing, and as product development tool. The feedback we receive helps us understand what we are doing well and what we can do better, and we follow up with individual customers who express any concerns to find out more and resolve them.

Is the TRP software available to everyone?

TRP customer experience management software offers a range of tools to help health and fitness club operators receive actionable member feedback, have informed interactions with customers, and send targeted automated digital communications.

It makes running NPS surveys simple and also includes functionality that allows for automated responses. This allows businesses to easily send thank emails to everyone who completes a survey, or even to encourage respondents who provide an NPS score of 9 or 10 to leave a quick review on your business’ Google for Business listing, Facebook page, or any other relevant product or service website.

To find out more about NPS surveys, email the Jonas Leisure customer service team. For more information about our TRP software and the full range of tools it provides, visit the TRP product page on our Jonas Leisure website.