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Hi Tracy
We've been using NPS as a part of our regular customer feedback for a couple of years now and have found it to be very useful. We don't look at the numbers as goals but as indicators. We also apply the same 10-point scale to a variety of factors beyond the "Would you recommend" question.
Since we see them as a tool rather than a goal we can also use them quasi-experimentally. For example, we're looking at the role of entertainment as a part of the visitor experience.
* After taking data for a year or so we had enough numbers to know that that value was a significant influence on the "Would you Recommend" number.
* We set as a goal to raise that number. We added a program that had a mission-related component that we felt would also have a high entertainment value.
* After 6 months we compared our ratings to the comparable period the previous year and found the percent who gave us a 9 or 10 on the entertainment ratings went up enough among those who participated in this program that the overall percentage went up as well.
* In addition, there was, as we predicted, a slight increase in the percent of people who rated us a 9 or 10 on the "Would you recommend" question as well
There is battle of sorts going on over NPS right now, with IPSOS, another research company, saying the research behind NPS is flawed. Should be an interesting debate!
If anybody is coming to AAM here in Chicago in a few weeks maybe we could get together and compare notes?
Linda Wilson
Director, Audience Research and Evaluation
John G. Shedd Aquarium
1200 S. Lake Shore Drive
Chicago, IL 60605
[log in to unmask] PH (312) 692 3261 FAX (312) 939-8677
If I were to wish for anything, I should not wish for wealth and power, but for the passionate sense of the potential, for the eye which, ever young and ardent, sees the possible. Pleasure disappoints, possibility never. Kierkegaard
-----Original Message-----
From: Tracy Arthur [mailto:[log in to unmask]]
Sent: Thursday, April 26, 2007 5:01 PM
Subject: Visitor Research - Net Promoter Score (NPS)
ISEN-ASTC-L is a service of the Association of Science-Technology Centers
Incorporated, a worldwide network of science museums and related institutions.
*****************************************************************************
The Science Center of Iowa conducts quarterly visitor surveys to gauge
the quality of our participants' experiences at our facility. A new
aspect of our research for 2007 is the use of Net Promoter Score, or NPS
- basically asking on a 1 - 10 scale how likely our visitors would be to
recommend a visit to our facility to a friend or relative. We also ask
this question in reference to our Membership program, asking how likely
our Members would be to recommend a membership to a friend or relative.
Has anyone else used NPS in visitor experience or membership research?
If so, at what score do you feel satisfied with your results? (I've
been told that 80% is almost as high as can be found anywhere in the
retail market, for brands with high loyalty like Harley Davidson, etc.)
How have you found NPS helpful in improving your facility's offerings?
Tracy L. Arthur
Communications Coordinator
Science Center of Iowa and Blank IMAX Dome Theater
515-274-6868 ext. 233
[log in to unmask]
www.sciowa.org <http://www.sciowa.org>
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