Why should organisers care about Net Promoter Score?
Net Promoter Score (NPS) is a simple yet powerful metric, used to gauge the advocacy of an organisation’s customers, whether these are buyers, service users or delegates and exhibitors at your event. It’s asked as simple question on an 11 point scale like this:
How likely are you to recommend (your event) to a friend or colleague? Please rate on a scale from 0 - 10, where 0 = not at all likely and 10 = extremely likely
Survey responses are then broken into 3 categories, depending on the score they give:
The promoters, those who answer 9 or 10. These visitors are highly likely to recommend your show to others and actively promote your show
The passives, those who answer a 7 or 8. These visitors are indifferent to your show, they aren’t likely to actively promote your show, but also aren’t likely to say anything negative about it either
The detractors, those who answer 0 – to 6. These visitors are actively likely to talk negatively about your show
The NPS is calculated by taking the % of promoters minus the % of detractors. So a net promoter score can range for +100 (where all your respondents are promoters) to -100 (where all your respondents are detractors).
The key benefits of NPS are:
- It is a single number – simple to track and understand, yet powerful enough to drive change.
- It is sensitive to change – even quite subtle changes in your delegate’s satisfaction will impact it.
- Explori clients can access global NPS benchmarks for the event and exhibition industry, so they can compare their performance to over 1500 other events worldwide.
- It’s used across virtually every industry, so is a meaningful statistic to include in your sales and marketing material too.