The “Net Promoter Score” or NPS is the way big corporations measure their brand. These companies incorporate this metric into their strategies, so it is kind of a big deal. Basically, the NPS is the number of customers who promote you over those who detract from you. It is that simple. They send a survey to rate the brand from 1-10, and group the results as follows:
9 - 10 are Promoters
7 – 8 are Passives
0 – 6 are Detractors
[pullquote]If you think of NPS while doing what you naturally do best, you’ll know your NPS is through the roof by all the praise, and bookings, you receive.[/pullquote] Then they take the “Net Promoters” by subtracting the detractors from the promoters, and then dividing that number by the total number of reviews. That is your NPS. You can look up the NPS of companies to get a feeling for it here. Now, not many of us have the branding budgets of Google or Marriott; however, keeping the formula in mind can help us out big time. Many of us can account for numerous instances where this formula is applicable, but it helps to keep it in mind. Just think of past guests discussing their stay with another potential guest, and the higher the NPS, the more likely they will recommend you.
Avoid Detractors at All Costs
Ok. Detractors are practically unavoidable, unless you are in Lisbon. Here, guests are unimpressed and even dissatisfied with their experience. When unimpressed, they will sway other guests away from you at the least, and even explain the horror of their experience at worst. Detractors are those leaving bad reviews and worse. Have your staff ask the guests repeatedly if there is anything they need. Just a simple question can prevent detraction down the line. Be prepared to go the extra mile.
Satisfaction is Worthless
A satisfied customer is worthless nowadays. They stayed and are content; that is all. They are the equivalent of using “Good” or “Nice” as an adjective. Sure, they are better than the detractors, but don’t expect them to do anything for you either. Do not expect good reviews, or for them to even review at all. Do not expect them to spread the word about their OK stay either. They are worthless, just as the NPS takes into account by removing them from the equation altogether.
Every Guest Should be a Promoter
Picture the guest who stays, has such an amazing time that they post about it on Facebook and Twitter, write about it in their blog, and send 30 new guests your way as they spread the word about you in your feeder cities. That is the promoter you are looking for. They are beyond the satisfied guest, they are beyond the loyal guest, and they are the “Promoter Guest.” You need to cater your guest experience to do everything you can to convert more guests into these, and you will prosper. The only other thing you need is an adequate platform to benefit from the promotion these guests are giving you. Online, you need to be active on social media and engage with them in the blog space. Share their comments and reviews with other guests and thank them for their praise. Offline, you can use some branding goods like T-shirts, and perhaps some discount cards to hand to them to pass out “only to guests they qualify to stay.” The sky is the limit, and creativity really takes off in a space like this. If you think of NPS while doing what you naturally do best, you’ll know your NPS is through the roof by all the praise, and bookings, you receive.