Overall Satisfaction
While there is no standard metric to quantify overall satisfaction, we recommend using the Net Promoter Score (NPS). The NPS is gaining increasing acceptance in the leisure and cultural services sector as a measure of customer loyalty. It is particularly relevant to annual events held in the same location but can also be applied to one-off events. It provides a standardised measure of overall satisfaction that can be compared across events.
The example below uses real data gathered using a face-to-face survey from a sample of spectators who attended a major sport event in the UK in 2015 to illustrate how this metric is calculated. Attendees were asked to indicate their likelihood of recommending an event to others on a scale of 0 (not at all likely) to 10 (extremely likely). The NPS was then calculated as the difference between the percentage scoring 9-10 (promoters) and the percentage scoring 0-6 (detractors).
Derivation of NPS
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On a scale of 0 (not at all unlikely) to 10 (extremely likely), how likely are you to recommend this event to friends and family?
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Not at all
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Extremely
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0
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1
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2
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3
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4
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5
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6
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7
|
8
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9
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10
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0.5%
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0.9%
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0.9%
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0.5%
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0.9%
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5.6%
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3.8%
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8.6%
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18.1%
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10.0%
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50.2%
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Detractors
13.0%
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Passives
26.8%
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Promoters
60.2%
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NET PROMOTER SCORE = Promoters - Detractors = 47.2%
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Other indicators that tend to be used typically to measure overall satisfaction include:
• The percentage of people who enjoyed the overall event experience (e.g. the percentage who are 'very satisfied' or 'quite satisfied').
• The percentage of people who would recommend the experience to others (e.g. the percentage who 'strongly agreed' or 'agreed' to do so).
• The net satisfaction score, calculated in terms of the percentage of people who were very satisfied/satisfied with the overall event experience minus the percentage dissatisfied/very dissatisfied.
• The mean satisfaction score, where responses are scored on a scale ranging from -2 (very dissatisfied) to +2 (very satisfied) with zero representing the neutral score (neither satisfied nor dissatisfied) - see worked example below. It would be equally valid to use a different scoring system of (say) 1 to 5, in which case the neutral score is three.
Derivation of mean satisfaction score
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Very
Dissatisfied
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Fairly
Dissatisfied
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Neither Satisfied nor Dissatisfied
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Fairly
Satisfied
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Very
Satisfied
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Don't Know
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Valid
Total*
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No. of Responses
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10
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20
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25
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30
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15
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25
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100 (A)
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Score
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-2
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-1
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0
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1
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2
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NA
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|
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Cumulative Score
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-20
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-20
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0
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30
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30
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NA
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+20 (B)
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Mean Score
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B / A = 20 / 100 = 0.2
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* Respondents who did not express an opinion about a particular aspect are excluded.
- The extent to which an event had lived up to expectations - see example below from the audience survey employed at the London 2012 Festival.
London 2012 Festival audience survey, whether events live up to expectations1
