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.
What is the Net Promoter Score?
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.
How Does Scoring Work?
Companies should use the following scale when calculating their Net Promoter Score:
- Those who respond with a score of 0 to 6 are determined to be detractors, since they are not likely to provide positive feedback about the company or use the services again.
- Those who respond with a score of 7 or 8 are considered passives, since they do not have a strong opinion.
- Those who respond with a score of 9 or 10 are labeled promoters, since they are most likely to refer the company to others or book another tour.
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)
Why Should I Include it on My Feedback Form?
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.
How to use this information?
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.
2 Comments
Hello Niek!
You wrote: “…0 being the least likely to recommend the COMPANY and 10 being very likely to recommend the TOUR.”
Do you mean that there is a difference between clients likely to recommend the company and the tour?
Please clarify.
Hi Marcus,
So to clarify, it is my opinion that your company is as good as the service you provide. Customers who score a 9 or 10 would recommend your company because you delivered a good service. Also, they’d probably be willing to book your service again. Whether that is a tour, activity, rental, ticket or charter does not really matter. Let me know if this clarifies it for you.