Orangetheory’s goal is clear. “To deliver proven fitness results for a healthier world, that’s our mission,” SVP of Operations Paul Reuter says, “and we can’t do that if we don’t listen to the voice of our consumer.”
Paul firmly believes that happy customers and positive word of mouth lead to healthy, sustainable growth – the kind of growth Orangetheory has enjoyed over the past several years. It takes more than a nice sentiment and a verbal commitment to ensure customer loyalty, though.
Orangetheory has implemented meticulously monitored metrics, rigorous service standards, and consistent accountability over the years to ensure customers continue to sing its praises. The name of the game, Reuter says, is “customer-centric feedback that’s not only archived but also aggregate in nature.” He adds that Orangetheory has a finely tuned customer feedback engine humming smoothly now, but installing one is a daunting task, and it certainly did not start out this way.
Enter: NPS surveys
Net Promoter Score (NPS) surveys are one way to measure and respond to your customers’ experiences. Implementing these surveys helped Orangetheory gather invaluable insights to maintain and improve customer satisfaction and ultimately boost brand reputation and performance (Orangetheory’s annual revenue is estimated at 1.8B and growing).
What is an NPS survey?
An NPS survey is an industry-standard survey that quantifies customer loyalty into a score that can range from -100 to 100. In addition, NPS utilizes a follow-up question where customers can explain their reasoning for the score they provided.
These surveys can be conducted through various online platforms, email, or SMS. Listen360 offers a streamlined customer engagement platform using industry best practices and supports your fitness franchise throughout the NPS survey process with our experts in the fitness franchise industry.
Why are NPS surveys important?
NPS surveys have several business advantages:
- Predicts future business growth and profitability
- Accurately evaluates customer loyalty
- Identifies areas of improvement
- Demonstrates that you value customer feedback
- Provides quantifiable data that can be used to measure progress over time
An addition, running several NPS surveys a year helps you benchmark against industry standards and compare multiple fitness franchise locations, ensuring you make informed decisions that enhance the customer experience.
4 NPS survey best practices
The goal of an NPS survey is to understand customer loyalty, identify areas of improvement, measure progress over time, and enhance the overall customer experience. But accomplishing this goal comes down to the practices you use throughout the process.
To get the highest level of accuracy and most value from your surveys, we recommend these four best practices.
1. Define your goals
Before you send your first survey, establish your goals. Why are you sending the survey in the first place? Whether you want to improve customer loyalty overall, uncover underperforming franchises, or just get a baseline for customer loyalty so you can evaluate growth over time, having well-defined goals will guide how, when, and how often you send surveys.
2. Keep communications short and to-the-point
Lengthy surveys can lead to respondent fatigue and lower completion rates. Experts recommend keeping surveys short, from one to three curated questions, ideally. This approach increases the likelihood of customers completing the survey and providing accurate feedback.
Additionally, keep communications about your NPS survey short. When asking your customers for input, be clear and concise in your request and make it as easy as possible for them to access and complete the survey.
3. Act on the results
You’ve conducted an NPS survey, gotten the results, and analyzed the responses…don’t stop there. It’s time to act.
Research from the London School of Economics, found a 7-point increase in NPS is correlated to a 1% increase in growth. Take the learnings from your survey data and start to make changes in your business that will improve your score over time.
Start conversations with the franchises performing well and the ones that aren’t. Use insights from your network to optimize gaps. Suggest new procedures or controls to increase the value customers get from each franchise and consider how your corporate team can provide better support. Whatever you uncover in the data, it’s what you do with the information that matters.
4. Make use of your detractors and promoters
While your detractors are excellent sources for improvement, your promoters are excellent sources of online ratings and reviews. Take full advantage of both. Ask your detractors for more details and suggestions, and catch at-risk customers before they churn. Meanwhile, proactively request a Google or Facebook review from your promoters. This way, you are improving your franchises from the inside and boosting your brand.
How to build an NPS survey
Listen360 can help you identify your business goals and develop and deploy targeted and effective NPS surveys that help you achieve them. By getting this kind of feedback, you and your franchisees can make informed decisions to optimize your offerings and tailor them to meet customer expectations, leading to greater loyalty and increased customer retention.
Once you have a complete picture of your customer experience, you can translate it into actionable business decisions for your franchise.
NPS surveys made easy
NPS surveys play a vital role in understanding and improving customer loyalty within your fitness franchise network. If you’re ready for a partner that is as invested in your success as you are, get in touch with Listen360’s customer engagement experts and get your fitness franchise started on the right foot.