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Why you should conduct member engagement surveys

Business

Why you should conduct member engagement surveys

We all know that word of mouth is gold for a CrossFit affiliate, and you want to make sure that it is as positive as can be, so how do you make sure of it?
Do you know what your members think of your gym and the services you provide?
How often do you ask them?
Do your members recommend your gym to their friends and family?

Here are some tips to find out...

"If you do build a great experience, customers will tell each other about it. Word of mouth is very powerful." - Jeff Bezos, Founder of Amazon

What is an NPS and why should I care?

NPS stands for Net Promoter Score. This score will tell you how likely your members are to recommend your gym to their friends and family. This score measures member loyalty and essentially quantifies the word of mouth that is out there about your gym.

How do I know what my score is?
Ask! Survey your members about every 6 months, so you can keep an accurate pulse on their thoughts and feelings about your gym.

What is a good NPS score?
The NPS score can range from -100 to +100. According to Retently "an NPS that is below 0 would be an indication that your business has a lot of issues to address. A score between 0 and 30 is a good range to be in, however, there is still room for progress. If your NPS is higher than 30 that would indicate that your company is doing great and has far more happy customers than unhappy ones. An NPS over 70 means your customers love you and your company is generating a lot of positive word-of-mouth from their referrals. The higher your NPS is, the more likely it is that your customer referrals will convert into new leads, hence into more revenue for your company."

If my NPS score is bad, what do I do to fix it?
In the survey from your members, you shouldn't just ask them to rate you based on the NPS. You should also ask them to give you specific feedback on how to improve. Below are some tips on how to conduct a good survey and the DOs and DON'Ts of surveying.

How do I conduct a survey?

The first thing you want to do is, find a piece if survey software that you can run your survey through. There is LOTS of free options out there, but Survey Monkey is probably the most popular. These kinds of products will have most of the questions you want to ask built in, so all you have to do is drag and drop what you need. They will also give you a dashboard to view your responses and it'll calculate your NPS so you don't have to get out your calculator!

What questions should I ask?

There's a few things that you'll want to know to help understand your members and what you can do to improve your business. To get the most honest responses and to make your members feel comfortable, make sure the survey is anonymous.

Here are the kinds of things you should ask:
1. Out of 10, how likely are you to recommend this gym to a friend or family member? (This is your NPS)
2.What do you like about the gym? (Text)
3. What could we improve on? (Text)
4. Rate the coaching staff (1 - 10 rating)
5. Rate the facilities (1 - 10 rating)
6. Other comments (leave some extra free space for them)

Ideally, you'll want to give each of your non-text response questions a text box so your members can expand on the rating they gave you.

What do I do with the information?

Thank your members
Firstly, your members have taken time out of their day to give you some feedback in this survey, so make sure you thank them for getting involved.

Analyse your results
Next, you'll want to analyse your results and have a look at the responses your members gave to each of your questions. Group the responses up into 'like' categories so you can gather an understand of which responses are important to a vast majority of your members, this will help you prioritise.

Prioritise
From all the feedback you received, determine which is the most important to your members and then determine a timeline of when you can execute each piece of feedback. To give your members confidence that you're taking action from their feedback, you'll want to implement something quickly. Some pieces of feedback may take time, or may be expensive. So, when prioritising, you'll want to make sure you have a balance of quick fix and longer fix solutions to keep showing your members that you're taking action.

Tell em' bout it!
When you've implemented something new (it might be pretty obvious - like new equipment), but it could be something small that they may not notice straight away. So, make sure you jump on to your community social page and let them know that from their feedback you've implemented a change. It's also great to post improvements you make to your gym on socials so you can attract new members too!

You're not one and done.
You should conduct a new survey every 6 months or once a quarter. It's important to continually ask for feedback, as people come and go, opinions will change and evolve over time. Also, you can't sleep on your NPS, you need to resurvey so you can see whether your improvements are working.

What should I NOT do?

Don't do nothing.

Your members have taken time out of their day to help you business improve and grow. You must take action on their feedback, even if it takes time. While you're working on the big things, implement some little things to improve their experience.

Doing nothing may make your members lose confidence that things are going to change and improve, and they might decide its time to move to another gym. So, make sure you value their feedback and implement solutions.

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