How to Increase Your Net Promoter Score with Live Events

As a business professional, you likely focus on your Net Promoter Score (NPS) frequently, the industry standard for measuring customer satisfaction and loyalty level — you know, the “How likely is it that you would recommend this company/product/service to a friend or colleague?” question. Businesses dream of receiving an 80+ score, or even a 50, and constantly seek ways to improve their scores. Improving Employee Net Promoter Scores (eNPS) is also fundamental to increasing a business’ overall NPS. Business leaders continually strive to improve or maintain high scores by training staff, implementing new procedures, making structural changes and many other strategies.

An overlooked strategy that can help boost your organization’s NPS and eNPS is investing in live event tickets. Live events offer unique opportunities to interact with clients or employees in more casual, enjoyable settings compared to traditional meetings, lunches, video calls, etc. Rooting for the same team or enjoying the same performance creates a natural camaraderie that is almost impossible to replicate in other settings!

5 Ways Live Events Can Improve Your Net Promoter Score and Employee Net Promoter Score:

1) Turn detractors into promoters by treating them to a live event

As much as we strive to ensure all our clients’ experiences are positive, sometimes things go wrong, either within or out of our control, leaving a client annoyed, confused or outright angry. If you’ve already “closed the loop” and understand why the customer is unhappy, inviting them to a coveted NFL, NBA or another live performance demonstrates you’re invested in the relationship. If you’re unsure why a client’s feedback was negative, you may be able to unpack what went wrong in a more casual setting than a formal phone call or meeting. Your detractors often convert to your promoters when they feel you’ve listened, addressed their issues and exceeded their expectations.

2) Convert a passive into a promoter

Just as you can convert a detractor to a promoter, the same is true for those clients (or employees) with lukewarm feelings about your business (or working environment). Inviting them to an exciting live event illustrates your commitment to improving your relationship. The relaxed atmosphere provides opportunities to seek feedback on the ho-hum scores and learn why they didn’t rate you higher. In addition, you can also use live events to reconnect with a previous client or a smaller value one with growth potential, which can also improve your NPS down the road.

3) Reward your promoters

You’ve worked hard and accomplished something businesses covet if you have promoters who are happy to share their positive experiences with others — but promoters aren’t lifetime appointments. You can lose them if you fail to nurture the relationships. Invite your happiest clients or employees to live events periodically to show your appreciation!

4) Personalize the experience to match interests

Your organization may have invested in NFL, NBA or MLB season tickets, and you can think of no better way to spend some time entertaining a client than by taking them to a game. However, not everyone is an NFL, NBA, or MLB fan, so your invitation may fail to impress. Find out what your clients or employees are interested in — maybe they’d prefer a concert, a PGA golf tournament or a theater performance.

5) Dig into your NPS by demographics

Your NPS likely varies by demographics, so handpicking live events to improve scores within a specific demographic can make a significant difference. For example, Gen Z and Millennials tend to give products and services lower NPS scores than Gen X and Baby Boomers. If your younger clients aren’t showing you the love, determine which live events might interest them — it might be a music festival instead of an MLB game. Women might prefer a fun wine tasting over a boxing match, international clients a soccer match over other sports, etc.

You might be thinking, “I already invested in season tickets to X, so I can’t afford to buy tickets to other events.” If you partner with a ticket management company like Ticketnology, you can easily swap or sell your existing season tickets for tickets to other events. Our online Ticket Booth platform allows you to easily resell unused tickets, donate them to charitable organizations, trade them for other events, send tickets to clients in other cities, track usage, and much more.

A few concluding thoughts on how live events can improve your NPS and eNPS

·??????? Live events are thrilling and offer face-to-face opportunities to learn more about your customers’ pain points, especially if your typical interactions aren’t in person.

·??????? People often share their live event experiences on social media or with other business professionals, which can help build brand awareness, leading to higher NPS and eNPS.

·??????? Managing live event tickets is far easier and cost-effective with a ticket partner like Ticketnology who can source tickets, resell unneeded ones, provide consulting services and offer a seamless online platform for approving, distributing and tracking ticket usage.