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Net Promoter Scores  

Net Promoter Scores
Developed in 2003 by Fred Reichheld, Bain & Company, Inc. and Satmetrix Systems, Inc. and first popularized in the 2006 book titled “The Ultimate Question”, the Net Promoter Score (“NPS”) represents a very different way of measuring satisfaction and loyalty. Unlike other measurements, including Mean Averages, “Top Box” ratings and “Top Two Box” ratings, Net Promoter Scores measure both those who really like you (“Promoters” or Advocates) and those who don’t (“Detractors”).

The NPS, calculated by subtracting the percentage of Detractors from the percentage of Promoters, has been adopted by companies and other organizations in most industries throughout the world, but applied only to the “Likelihood to Recommend” question.

18 years ago, Guest Research, introduced a revolutionary new guest satisfaction and loyalty measurement system based 100% on NPS. A few of the many advantages of the Net Promoter Score methodology are listed below:
  • Measures loyalty, not just satisfaction
  • More sensitive to performance changes, even minor ones
  • Focuses on increasing an organization’s Promoters and decreasing its Detractors
  • Directly supports higher repeat and referral business
  • Increases positive reviews in online travel review sites
  • Decreases negative reviews in online user review sites
Guest Research conducts customer feedback studies for the following:
  • Guests
  • Skiers and riders
  • Homeowners
  • Meeting and event planners
  • Members of clubs and associations
  • Destination visitors
  • Employees
We have learned how to “move the NPS needle” by increasing the “Promoters” and/or decreasing the “Detractors”. This consultative support is complimentary to our research clients.
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