Throw your comment cards away, they suck. You only need one question to tell you everything you need to know about your restaurant or business.
🤓 Just a heads up, this post is super geeky
I’ve designed hundreds of guest feedback and measurement programs over the last 12 years. Have completed thousands of mystery shopping valuations all over the world and implemented customer feedback systems that all deliver powerful and actionable insight.
With the pivot that has been required in the last several months from restaurants capturing guest feedback and brand loyalty is critically important. I’ve been noticing a trend of 25+ question common cards that provide little to no unbias feedback. The only people that are going to fill out a 20 question come and card or pissed off people. There is a much simpler way to get a pulse on the restaurant (or business). It’s called the net promoter score.
➡️ What is Net Promoter Score
Net Promoter Score (NPS) is a guest feedback, that among other things, measures how likely your customers are to recommend your business to a friend. Net Promoter Score for restaurants and hospitality businesses offers a way to evaluate and improve customer loyalty. It is different from other feedback options as it measures a guests overall sentiment about a brand, giving a much more holistic sense of a guest’s perception. The Net Promoter Score is a tried and tested scientific method that is widely utilized in many industries.
Net Promoter Score Methodology
It all comes down to one question, which is:
👉🏼 On a scale of 0 to 10, how likely are you to recommend us to a friend?
As you would expect the customer can only select one answer, and these answers can fall into one of three categories
☑️ Promoters – Customers who answer the question with a 9 – 10
☑️ Passives – Customers who answer the question with a 7 – 8
☑️ Detractors – Customers who answer the question with a 0 – 6
It is fairly obvious what the intentions of these categories of customers is, see below
* Promoters – Enthusiastic and Loyal Customers who will tell their friends about your business and bring in new customers
* Passives – Indifferent and could become promoters, or they could switch to the competition
* Detractors – Unhappy customers, who you risk losing as customers and worse again could damage your business by sharing their bad experience
📌 Calculating Net Promoter Score
To get an overall Net Promoter Score for your business you simply subtract the percentage of detractors (customers who wouldn’t recommend you) from the percentage of promoters (customers who would recommend you).
Passive responses are left out of this equation as they are regarded as neutral, and therefore not likely to give a review, good or bad.
For example, if you surveyed 100 people and 55 were promoters and 15 were detractors you would have a net promoter score of 40. The higher the net promoter score for restaurants and hospitality businesses, the better the customer experience has been for your customers.
NPS = % of Promoters minus the % of Detractors
Benefits of Net Promoter Score for Restaurants, Bars, and Hotels
* identify your Champions
* Provides a big picture view of Customer Experience
* Quick, Straightforward, and Inexpensive
* A measure of Customer Loyalty
* Generate Positive Online Reviews
Drawbacks of NPS for Restaurants and Hospitality
* Not Specific Enough – Only one open question not enough to find out why customers could be detractors
* Next Steps Needed – Capturing NPS on its own is ineffective unless you have a follow-up plan
* Data Needed – A method of contacting customers is needed. Can be difficult to ask when they are in the restaurant, bar, or hotel. ￼
I can talk about gas feedback solutions and net promoter program set up for days. If anybody has any questions shoot me a message.￼￼