How likely is it that you would recommend this Club/Studio/Class/Instructor to a friend or colleague?
As a Life Time Fitness Instructor/employee I hear about our NPS scores frequently… and if you don't understand what NPS refers to and the effect it could have on their business or your class, you may be thinking; “so what?”
Well the short answer is your NPS score is an indication of how likely your students will be to promote the club where you teach or your class to their friends.
Let's start with some understanding from the people who developed this concept:
What is Net Promoter?
Net Promoter® is both a loyalty metric and a discipline for using customer feedback to fuel profitable growth in your business. Developed by Satmetrix, Bain & Company, and Fred Reichheld, the concept was first popularized through Reichheld's book The Ultimate Question, and has since been embraced by leading companies worldwide as the standard for measuring and improving customer loyalty.
The Net Promoter Score, or NPS®, is a straightforward metric that holds companies and employees accountable for how they treat customers. It has gained popularity thanks to its simplicity and its linkage to profitable growth. Employees at all levels of the organization understand it, opening the door to customer- centric change and improved performance.
As you can see in the image above, NPS is based on a 0-10 rating score in response to the question; How likely is it that you would recommend to a friend or colleague? The responses are then broken down into three categories:
0-6 Detractors – Unhappy people who will talk down your class or club – damaging your brand through negative word of mouth.
7-8 Passives – Satisfied, but won't go out of their way to promote your class to others.
9-10 Promoters – these are your fans 🙂 The students you look forward to seeing and they in turn look forward to telling others about the awesome class you just taught. In a nut shell, these are the people who will help FILL YOUR CLASS!Â
To calculate the NPS you subtract the number of Detractors from Promoters, which leaves you with either a positive number (good), zero, or a negative number (bad). So if you have 100 people respond to a survey of the ultimate question if you have more Promoters than Detractors you can expect to see your class size grow.
NPS ignores the Passives as they really don't hurt or help your business. I see the real improvements coming from moving the Detractors up the scale.
I have a few personal complaints and/or concerns with NPS:
The score tends to be skewed by the number of respondents and getting busy people to respond is tough… which is why your manager is forever asking you to ask your participants to complete a survey.
I'm personally more inclined to give negative feedback, actually… I'm guessing we all are.
You may have very little influence on your clubs NPS. If your bike maintenance is lacking, one of the two projectors isn't working or the locker room has a funny smell that causes a member to score your club as a Detractor, there isn't much you can do. This could be a good reason to drill down and solicit NPS for specific areas/departments.
So beyond Life Time, who else uses NPS to measure how successfully they are satisfying their customers? Apple for one. The link is to an article that dispels the myth that Steve Jobs never listened to his customers – Apple listens every day.
In Podcast # 196 Studio Owner Emmy Ragali explains why she has an Instructor Evaluation form on her Go Cycle website. The link to it is easy to find and she and her instructors encourage participants to give feedback regularly. I see that one of the questions is;Â Are you likely to recommend this instructor's class to a friend?Â
Which is really all that matters 🙂
Does your studio use NPSÂ Â [wlm_firstname]? What have been your experiences?
I'll be discussing how we all can help to improve our clubs NPS scores in later articles.
Now I think we can start working on some solutions. While researching this article I learned that the the 80/20 rule is also called the Pareto principle. It's more of a rule of thumb drawn from multiple examples where roughly 80% of the effects come from 20% of the causes. Group dynamics frequently follow this rule and here's some examples:
In business it's typical to see 80% of profits coming from only 20% of all customers.
Inversely 80% of most complaints tend to come from about 20% of members.
80% of sales come from the top 20% of sales people.
80% of the mess at a party comes from 20% or the party-goers… and a different 20% will help clean up at the end while 80% will just watch.
Is it exact and does it apply in every situation? No
When it comes to Heart Rate Monitor usage in our classes, it looks more like 90/10.
Maybe 20% HR usage could be our goal?
This creates some interesting questions;
Are we wasting our time promoting HR training to those who are currently not using a monitor, i.e… should we be content with 20%?
Should we be focusing our teaching efforts on the 10%-20% who get it?
Or should we be more focused on the 80%-90% who don't?
I don't pretend to know the answer, but I believe understanding where we are today is the first step to making changes, if any.
Each of us has to answer the first question for ourselves; are we wasting our time promoting HR training? I don't mean wasting our teaching to HR, but rather should we just stop trying to sell HR to our class?
I say no.
You may have heard the term “Tipping Point” which is illustrated above. The concept was popularized by Malcolm Gladwell in his best selling book The Tipping Point: How Little Things Can Make a Big Difference to show how different segments (or groups) of people adopt to a new concept and at what stages they are willing to do so.
The Innovators sit in the the front row, way off to one side. They can use their new Garmin HR Monitor to tell you the altitude and GPS location of their bike, in your studio, down to the nearest meter. They have the best shoes and cycling kits. They've read every book on training and are typically so focused that they aren't really following your class. If, on the slim chance they ever ask you a question, understand that it's a setup to test you. Be prepared for a debate. Your answers should often begin with “well that depends” to give yourself an out. I would put most ICI/PRO members into this group.
The Early Adopters sit front & center, watching you and the Innovators. Once they see that its safe/fun/beneficial/cool they jumped on the HR thing with both feet. You know these students by their big smiles and waving hands when you ask; “who is wearing their HR monitor today?” Somemay not even know how to use their monitor, it's just important to them that they have it on.  You've heard the expression “I'm as smart as the last person I talked with” ? Well these students will believe (and act) on most everything you say… and then will believe (and act) on what the next Instructor tells them. This is why I see having a common language is so important.
Scattered through the middle of your class are the Early Majority – the group that's willing to try something new, but need more than just the social proof of seeing others wearing a monitor. It took a few years and now they have cycling shoes and shorts. They're attentive, but cautious and looking for clarity from you. I feel students in the Early Majority are ready to adopt HR training if you show them a very tangible benefit, recommend a clear action and assure them that they are making a good decision.
When you see a student wearing gym trunks over his bike shorts, you should instantly think Late Majority.
The guy in the far back with a tattered T-shirt and Discount Store “fitness shoes” is a Laggard. Be thankful that he comes to class but you will never see him with a monitor.
This worked for me –
A few years ago Dave Lang, one of the Personal Trainers at the club where I teach, came to me with the idea to demonstrate a New Leaf Metabolic Assessment in front of my Sunday Endurance class. The majority of students in your class you would call cyclists are probably Early Adopters along with a few Innovators. Who better than have one of the Instructors (Innovator) show everyone exactly what happens during an assessment.  I myself hadn't been tested, so I agreed.
The following Sunday Dave set up the test and connected his laptop to the big screens in the studio. Now ~40 people in class could watch in real time what was happening during my test. Dave began with a short lecture / explanation of the testing protocol and then lead me through the assessment.
Two things happened as a result:
The Innovators in class congratulated me (I felt like I had joined their club) and wanted to compare “war stories” of their test.
Over the next few weeks Dave scheduled and conducted over 20Â assessments with students who moved into the Early Majority.
Why did this happen?
I asked a number of them later and their responses were similar. They knew they wanted the understanding that a Metabolic Assessment would bring them, but something stood in the way of taking action. It may have been some fear, concern, confusion or maybe they just needed a complete understanding of the process. Whatever it was it did the trick.
What a treat it was to learn we have a Sports Psychologist (and former professional bicycle racer) among our ICI/PRO members!
Meet Dr. KC Wilder
KC and I had an interesting conversation about motivating your students that was completely off topic from what we had intended to discuss. Oh, well. I guess I'll have to have her back again.
Shannon Fable, Co-Founder and President of GroupEx PRO Group, has published this informative presentation directed at Instructors and studio owners/managers:
How to Keep Crowds into February
January is such a great time of year for Fitness Professionals, especially group fitness instructors. Studios are packed and there are tons of new faces! And, as a GFM, I’m sure you are searching for ways to keep the excitement alive well past the January rush. We thought you’d appreciate this webinar we recorded a while back right about now!  Click the video below for 3 quick tips to capitalize on the New Year’s influx. We hope you enjoy. This was part of a series we hosted so you will hear mention of the next topic. We will be sending you this one, as well, so stay tuned! Just a small way to say thank you for what you do … GroupEx PRO is dedicated to helping make managers' lives easier in 2017!
I started to share this over at pedal-on.com and quickly realized that this is another Best Practice for Indoor Cycling Instructors.
Suggestion to anyone reading this who is planning to use Spotify in class.
A cycling coach / friend of mine taught me that race day is never a good day to try something new.
The mark of a Rookie is someone who changes his seat height the night before a big event, or slams the latest energy drink on the way to the race – only to find the new saddle height feels weird and uncomfortable… and the stimulants have your heart (and mind) racing so fast you're worried about what effect all of these changes will have on the race you've trained months for that you're an emotional wreck as you roll to the line and are off the back before the end of the 1st lap.
Experiment during your training and only bring what's familiar to the starting line. Same is true with using Spotify in your class. I've lost track of how many calls and emails I have gotten that begin with; the first time I tried to use Spotify in my class ____________________ happened. It worked perfectly at home… I have no idea why it didn't __________.
Show your professionalism by doing a dry run at your studio before you attempt to use Spotify to deliver your class music.
Teach a whole class by yourself and experiment with your new toy;
Will it play with Air Plane Mode turned on?
Can you find your playlist if it's buried in a folder?
Is the cross fade working correctly?
Hit a few of the wrong buttons… do you know how to get back?
Accidentally tap the shuffle (no, just tapping it again won't return it to ordered play) … can you quickly turn shuffle off?
Get sweaty and try to scroll through the playlist – can you without inadvertently changing tracks?
Have some sweat drip on the screen – will you resist the temptation to wipe it off with your towel = changing songs? or learn that you can dab the screen without messing everything up?
Do your local files play when the should?
I'm sure this is only a partial list of the potential problems (feel free to add your own) you could suddenly be faced with, if you run into class without taking the time to become proficient with Spotify.