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So, Tell Me What You Really Think The NET PROMOTER SCORE in Action By Lilly Prince etermining how members truly feel about your club can take tremen- dous effort. Just ask Ralph Rajs, the senior vice president of Leisure Sports, Inc., an IHRSA member club with nine locations throughout California, Oregon, and Nevada, which include independent upscale clubs, as well as corporate and hotel facilities. “We used to survey our membership manually, and it took a lot of staff time and was extremely cumbersome,” he recalls. “Sending out the surveys, staying on top of follow-ups, and making notes about everything—it was challenging.” On top of the administrative hassle, Rajs says their system wasn’t yielding particularly insightful or helpful results. “After a while, the responses were all fairly similar, so we really weren’t learning anything new.” Tired of the difficulty and lack of meaningful findings, Rajs and Leisure Sports implemented the Net Promoter Score (NPS), provided by The Retention People (TRP), a major research firm. NPS is an automated, customer-satisfaction rating tool developed by business strategist Fred Riechheld, and the firms of Satmetrix and Bain & Co., that allows companies to identify customers who range from unhappy, to contented, to thrilled with their experience with a particular business. IHRSA and TRP have collaborated to provide this member loyalty survey— a $1,500 value—for free to IHRSA members. 40 Club Business International | APRIL 2015 | i h rs a . o rg Ralph Rajs Fred Riechheld D ow n lo a d t h e Fre e I H R S A A p p : i h rs a . o rg / a p p