You have put your heart and soul into your tour and activity business, but at the end of the day, you know that your customers need to love your product in order for your company to thrive. Feedback is an essential part of the process, and you need to seek it out at every opportunity. Generating feedback from your customers requires you to do more than just ask “So how did you all like that tour?” after the experience is complete. You need to provide your customers with a feedback form, and there’s one essential question that needs to be on it:
How likely is it that you would recommend our company to a friend or colleague?
This question, known as the Net Promoter, is followed by a scale of 0 to 10, with 0 being the least likely to recommend the company and 10 being very likely to recommend the tour.
The Net Promoter is a scientifically proven metric that measures a customer’s loyalty to a brand. It was developed, released and trademarked in 2003 by Fred Reichheld, Bain & Company and Sametrix, and it has since become an essential tool for any brand that is hoping to measure their success with their customers. The Net Promoter Score ranges from -100 to 100, and anyone who achieves a score of higher than zero is considered to have a good score. An exceptional score is anything above 50.
Companies should use the following scale when calculating their Net Promoter Score:
The score is ultimately calculated by subtracting the percentage of consumers who are detractors from the percentage determined to be promoters. Passive responses can be included in the total amount, but are not included in the final score. (more information on how to calculate the Net Promoter Score)
This is the best way for you to concretely and scientifically determine the loyalty your customers have with your brand. You also could include an open-ended question after the Net Promoter in order to ask customers to explain further. This can give you ideas for ways you can develop or improve your tour and activity company moving forward.
The fact of the matter is, many tour and activity providers miss this very important question on their feedback form. The Net promoter score is directly correlated with Word of mouth and revenue. In plain English: Your Score goes up, word of mouth goes up, revenue goes up.
Have an extra close look to the feedback forms with a low score and a high score. See the difference between comments and feedback given. You might be able to derive some new insights. SurveyMonkey has a nice feedback form Eguide on their website which can be used as a guideline for your Feedback form. With Rezdy you can send SurveyMonkey feedback forms to your customers right after your tour is done.