One of the joys and, at times, challenges of being a direct service organization is that you get direct, unambiguous feedback from many people. As a large direct service organization, it’s important that we organize and analyze that feedback in order to continuously improve, doubling down on what we’re doing right, and correcting what we’re doing wrong.
One of most important ways we gather and analyze our customer feedback is through the use of the Net Promoter Score (NPS), which provides us with a measurement of how likely people are to recommend us to their friends. The score essentially subtracts “detractors” from “promoters,” with only the most avid “promoters” counting.
We’ve recently subscribed to a new customer loyalty app called “Listen 360,” which includes the NPS question and provides opportunities for a broader range of feedback and customer comment, relaying that information to us on a real-time basis. So far, it has been applied to membership and camp customers, but will be rolled out to encompass every program and service area at the end of the summer.
While any good survey will surface issues that need to be addressed (and that’s a given), the customer comments below speak to exactly the kind of happy, friendly, accessible brand experience we want to deliver in every way, and at every touch point.
Take a look:
“Friendly people and trainers. Doesn’t matter if you’re fat, skinny, old, young, out of shape, in spandex or sweat pants – everyone is welcome.”
“We love the fitness center! It has modern equipment and the people are knowledgeable and friendly. Also, our kids have been going to the Y summer camp for four years and they have so much fun! Family swim is also a favorite in our family. Couldn’t ask for a better experience!“
“Love the Dancel Y! Trainers are super and the visitors are most friendly. Pickle ball is the best!”
“The Y provides everything I could ever want or need as far as exercise equipment, basketball space and swimming and for a reasonable price.“
“The counselors are extremely nice.” (this came directly from my 9 year old)
“Outstanding! Our son usually tries to play cool when he likes something, but he couldn’t help himself with this and was chatting about it nonstop. He loved it all, even the food! He still misses the legendary mud hike, but was so happy with everything else. Thanks!!!”
“I love the classes and friendships I’ve made.”
While to the casual observer, it may seem easy to elicit comments like these, but it’s really not! They stem from a very intentional focus around our culture and the kind of experience we want to be known for across all programs and services. As time goes on, we will continue to put an even finer point on our “brand DNA,” the values we stand for and the many ways they become apparent to our members, participants, volunteers and associates. This process will never end, as improving the Y experience is a never-ending journey.
Well done, team Y. Through the positive comments, and the not-so-positive comments, we will remain steadfast in our commitment to the community, to well-being, and to transparency in all we do.
All the best,
John K. Hoey
President & CEO
The Y in Central Maryland