DC Leisure have renewed their Customer Insight Contract with Leisure-net for the 4th Year running, expanding on the range of service delivered.
The contract includes a full range of mystery calls and visits to over 60 of their sites, together with repeats of their annual staff and client surveys. The calls and visits will test their sales procedures and systems, with feedback being delivered by Leisure-net’s unique web-based reporting tool. But the most innovative development in their programme is the introduction of on-line Customer Experience survey completed by email and including Leisure-net’s new Net Promoter Score question.
DC Leisure have implemented the new monthly on-line survey for their customers across the majority of their 100 plus sites as the principal method of tracking customer satisfaction and perceptions. Emails are sent out to a selection of their customers every month, asking them to complete a quick on-line survey about their service experience at their centre. The results are posted on the same web based reporting site as the other Customer Insight elements and identify strengths and weaknesses of each site, as well as the organisation as a whole. Longitudinal analysis on a monthly basis allows them to see the trends both positive and negative.
Included in the questionnaire is the new Net Promoter Score Question (NPS), which Leisure-net are bringing to the health, fitness and leisure sector for the first time. The question is a powerful indicator of customer satisfaction and loyalty and involves customers answering the simple question,
“How likely are you to recommend your club/centre to a friend/colleague on a scale of 1 to 10”
Any one scoring 1 to 6 is seen a Detractor, 7 and 8s are Passives and 9 and 10 are Promoters.
Steve Philpott, CE of DC Leisure is certainly excited about the potential of the new Customer Service Matrix
"Well done to LeisureNet for being pioneers in embracing this powerful customer measure. As an ex-Marketeer I've been fascinated with Net Promoter Scores ever since I was introduced to them 2 or 3 years ago and
I can't wait to start using them as the key metric in DC Leisure's customer KPIs."
Click here for more information about NPS.