Strategize for guest experiences across all touch points. While the strategy decision discussed before is typically applied only to the overall Likelihood to Recommend score for your ski area, we have found it equally beneficial to apply it with all the specific experiences a guest has with your resort, from pre-arrival to post-departure. That is, how do guests rate the experience at each of these touch points? This will help your team set Promoter vs. Detractor priori- ties for all departments, areas, and outlets, and involve all staff in enhancing the guest experience. The 10-percent Detractor threshold should be applied to all departments except for food and beverage, for which we recommend a 15-percent threshold. Identify specific improvement opportunities. Once the strategy decisions are made, you’ll need to identify the specific opportunities to decrease Detractors and increase Promoters overall and throughout the guest journey. The first step in this process is to solicit suggestions from your front-line staff. This is your best source of guest-experi- ence information, and you should be collecting it regularly throughout the winter season. Next, refer to your reporting system (i.e., your surveys) for additional clues. For example, to identify opportunities to decrease Detractors by eliminating hassles, defects, and frus- trations, review Detractors’ reasons for their low Likelihood to Recommend ratings. Guest comments in response to open-ended survey questions should provide additional insights.
To increase Promoters, you’ll want to identify what guests like the most, and then find ways to give them more of it. This information can be obtained by reviewing Promoters’ reasons for their high Likelihood to Recommend ratings and from the drivers of Likelihood to Recommend and Overall Satisfaction with the visit. Use correlation analysis to determine the most powerful drivers. (For more on correlation analysis, see “What Guests Want,” SAM , July 2024.) Identifying which overall resort and overall department attributes are most highly correlated with the Likelihood to Recommend will also provide useful insights into where to look for what guests enjoy the most. Make sure to determine where and when your guests have fun, what makes them feel happy, and what makes them feel valued by your ski area— these are the three most critical emotions and the keys to increasing Promoters and decreasing Detractors. Apply departmental benchmarks. As a final step, bench- mark your ratings against your competitive set for each depart- ment to further identify relative strengths and weaknesses. This may point to other opportunities to decrease Detractors and increase Promoters. Net Promoter® and NPS® are registered trademarks of Bain & Com- pany, Inc., NICE Systems, Inc., and Fred Reichheld. Net Promoter Score ℠ is a service mark of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld.
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