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Museum Net Promoter Score

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The above survey is an example of Net Promotor Score (NPS)

Net Promoter Score measures customer satisfaction and predicts business growth. The NPS metric provides a core measurement for customer experience management (CEM).

The NPS Calculation
You can calculate NPS using the answer to a key question, using a 0-10 scale: How likely is it that you would recommend [museum] to a friend or colleague?

Respondents are grouped as follows:
Promoters (score 9-10) are loyal enthusiasts who will keep visiting and refer others, fueling growth.
Passives (score 7-8) are satisfied but unenthusiastic visitors who are vulnerable to competitive offerings.
Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

Subtracting the percentage of Detractors from the percentage of Promoters yields the Net Promoter Score, which can range from a low of -100 (if every customer is a Detractor) to a high of 100 (if every customer is a Promoter).

A Core Metric for Customer Experience Management (CEM)
Use the NPS as a key metric of your visitor’s overall perception of your museum. Net Promotor Score provides an indicator for your customer experience management (CEM) program. Complement NPS with other metrics and insights from various points along the customer journey, and you have a comprehensive, actionable view of your customer experience performance.

About Mark Walhimer

Mark is Managing Partner of Museum Planning, LLC, a museum planning and exhibition project management firm of interactive educational environments for Science Centers, Children's Museums and Natural History Museums. You can reach Mark at

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One comment

  1. Thank you for your responses! – Mark

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