NPS is simple, easy to compare, and acts as an incredible measure of brand performance. For a camp registration software, it has become an integral tool for us to measure our successes, identify areas of improvement, and gather client reviews.
But what is NPS, and how can camps use it to improve operations? Those are the exact questions we are here to answer.
NPS stands for Net Promoter Score. NPS is a score derived from surveys that you’ve seen many times. The survey question can be slightly modified but should always be close to “On a scale of 0 to 10, how likely are you to recommend our business to a friend or colleague?”. Respondents select their score and are asked why they chose that score. The results break down into three groups:
To generate the actual NPS you simply subtract the percent of detractors from the percent of promoters. For example, if 20% of respondents are detractors, 25% are passives and 55% are promoters, your NPS would be 55-20 = 35.
A popular practice when conducting this type of survey is to segment the results based on your business. For example, let’s say you run two very different camp programs called A & B. You collect NPS surveys from all attendees and find that you have an NPS of 35. If you want to improve this score, you may not know where to begin. Segmenting your results between your two programs would allow you to discover that your NPS for Program A is 70 and your NPS for Program B is 0. Now you know the group of clients that are not being served at the level you aim. At this point, you should direct your efforts to improving that program.
Once you have your scores for your various business segments, you’ll have an accurate picture of what’s working well and what needs improvement. So a high score in a segment means you want to be careful with any changes, following the well-worn advice of not fixing things that aren’t broken. Segments with low scores may be driving business away from you. Following up with your detractors to learn how you can serve them better in the future should inform you of your next steps.
You’re probably curious to find out what CampBrain’s NPS is! We are happy to share that our most recent survey campaign wrapped up with a final NPS of 66. While we are proud of our results, the number of the score itself is not nearly as important as the comparison to previous years of NPS surveys. We aim to continuously improve the CampBrain experience each year. NPS is an important metric to make sure we’re doing the right things to serve clients better.
Once someone provides their numerical score in our survey, we ask why they gave us that score. Not everyone writes something on this optional question, however we do gain a lot of valuable feedback about where we are succeeding and what needs improvement from those who take the time. These reviews help us determine if our camp registration software is fulfilling your needs.
Here is some of our recent NPS feedback:
“The customer service makes CampBrain superior to any camp software I have worked with yet in my 10 years of working in camping. All the software systems are similar when you get into it, but the ability to get clear, quick help is incredible.”
“It can do all the things I need and is super slick. Help is readily available both in the form of online videos and real people to talk to and email. It’s the best software I have EVER used!”
“Excellent product and incredible customer service. It’s evident that employees and the company as a whole care about the software, clients and the camping industry. I’ll always recommend CampBrain!”
The common refrain of customer service being a top reason that our clients tend to give positive NPS scores affirms our hiring practices and ensures that we continue to place emphasis on that aspect of CampBrain. When we receive critical feedback, we try to connect with that individual to better understand and solve their problems.
If you’re wondering how you can implement NPS surveys into your operations, we have a few ideas.
Running a survey at the end of summer or the end of sessions is the best way to capture your customers’ opinions. This way, they are answering while camp is fresh in their minds. Remember to segment the responses you receive into groups like new and returning families, age group of the camper, type of program attended, or counselor responsible for the camper. Depending on how you segment your responses, one score can fit into several segments. For example, a new family in your youngest age bracket who attended program A with Counselor X. Collecting and segmenting your responses will give a great overview of where you excel and where you can improve.
Run the survey each year (or whatever cadence makes the most sense for you) and track your progress. Then, watch the work that you do all year translate to a higher NPS and more enthusiastic, satisfied customers. Every additional survey that you conduct allows you results to become richer and more useful. The more surveys you conduct the easier it is to pinpoint your successes, and areas for improvement.
Here is a good resource that, although not camp specific, has more tactics on improving your NPS score.
Tracking NPS has made a significant difference at CampBrain. Our camp registration software has improved because of NPS and our client reviews. If you have any questions as you think about NPS, don’t hesitate to reach out.