- 16 08 2024
- in
- by Monique van Geest
You’ve likely defined them before: your core values. These are the inspiring statements that capture what you consider important and how you aim to behave. After that, they probably ended up in internal documents, and perhaps even on your website or displayed on your office wall. But defining your core values and putting them on display isn’t enough. You need to act on them. And perhaps even more importantly, your customers need to notice them. Only then do those core values gain real significance.
Core values create expectations
OHRA - Handled immediately. It's a well-knows slogan in the Dutch commercial world. But imagine you have an issue and have to call OHRA's customer service three times before it's resolved. That phrase "Handled immediately" keeps running through your mind, and not in a good way. It makes you even more frustrated. If you want satisfied and loyal customers, you need to deliver on your promises.
The best way to check if you're living up to your core values
Are you truly living up to your core values? There’s really only one way to find out. Ask your customers!
A great example is Urban Gym Group. Urban Gym Group has launched different gym concepts, of which TrainMore is the best known. For the TrainMore concept, they find it very important that:
- All material is ‘top of the industry’
- The hospitality is ‘top of the industry’
- Members feel at home in the gym
Now the question is: do customers really experience TrainMore that way? To ensure this, they began gathering customer feedback.
It's not enough to just have conversations with a few customers
Many companies regularly engage with their customers. These conversations are certainly valuable, but they are not enough. Rilla Kitola, Product Owner at Urban Gym Group, explains: "Of course, we talked to our members in the gym, but that only provides limited insight. You can’t make strategic decisions based on the opinions of just a handful of members."
To gain a better understanding of what’s happening across their entire membership base, Urban Gym Group decided to start using surveys. Here’s how they approach it:
Semi-annual survey
Every six months, Urban Gym Group sends out a survey to all members, focused on the Net Promoter Score (NPS). The key question is:
"How likely are you to recommend us to a friend, colleague or business partner on a scale from 1 to 10?"
The NPS is the perfect KPI for measuring your overall brand experience and reputation.
Additionally, Urban Gym Group asks questions to assess how much members notice their core values. For TrainMore, these include questions such as:
- How likely are you to recommend TrainMore based on our hospitality?
- How likely are you to recommend TrainMore based on our music?
- How likely are you to recommend TrainMore based on our equipment?
They send out this survey per gym, allowing them to effectively compare all locations with one another.
Ongoing, in-depth surveys
In addition to this semi-annual survey, TrainMore collects customer feedback throughout the year.
When someone has been a member for 90 days, they receive a survey with more specific questions about the hospitality in the gym. For example: "Were you greeted at the gym today?" and "How helpful is our staff on a scale of 1 to 10?"
And TrainMore takes it a step further. At TrainMore's main location, they have set up an Innovation Zone where members can test the latest equipment and then provide feedback via a QR code. If many members are enthusiastic about a particular piece of equipment, it gets rolled out to all gyms. This way, TrainMore works together with its members to ensure that their equipment is truly "top of the industry."
Ensure that the feedback is fed back into the organization
Feedback is similar to core values: it only becomes valuable when you act on it. Therefore, share the feedback with the rest of the organization so everyone understands what needs to be done to better align with the core values.
Rilla explains how Urban Gym Group handles this: “We share the collected feedback with management so they can make strategic adjustments, but we also share it with the staff on the ground. This includes, for example, the cleaners, the receptionists, and the club managers. We find that those who have frequent customer contact are the most enthusiastic about the feedback they receive. They work hard every day to provide a great experience for members and appreciate the insight into their perspectives.”
Ready to start measuring your core values?
Insocial makes collecting customer feedback simple.
Powerful and Customer-Friendly surveys
Create surveys in just a few minutes with our powerful templates and flexible survey builder. Any type of question is possible. Measuring across multiple channels? No problem with Insocial. You also don’t have to worry about bothering your customers too much. Simply set up smart rules to prevent this.
We handle most of the work for you
Almost everything in Insocial operates automatically, from collecting feedback to processing the results into reports.
Share the right information with the right people
Do you want to share survey results with the rest of the organization? That’s also simple with Insocial. Create reports by location, department, or individual and automatically send them with a frequency of your choice.
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