Keeping owners happy (and getting referrals) with the NPS score

Thibault Masson

vrma 2023 nps score

Here’s one of my takeaways from the 2023 VRMA International Conference. Rebecca Cribbin has pioneered a strategic application of the Net Promoter Score (NPS) specifically designed for vacation rental owners, offering a nuanced approach to gauge their satisfaction and loyalty. Here’s a deeper look into this methodology:

  1. Customized Survey: Start by connecting with the property owners you work with. Ask them a straightforward question: “On a scale of 0-10, how likely are you to recommend our vacation rental management services to your friends or family?” This question is the crux of the NPS system and serves as a benchmark for gauging their satisfaction.
  2. Intelligent Segmentation: Based on the feedback, classify the responses into three distinct categories:
    • Promoters (9-10 score): These individuals are your ardent supporters. They not only appreciate your services but are likely to actively refer others to you.
    • Passives (7-8 score): This group is neutral. They don’t have significant complaints, but they aren’t singing your praises either. They might consider alternatives if approached.
    • Detractors (0-6 score): These are your areas of concern. Detractors are either unhappy or have experienced issues with your services. They might dissuade others from using your services.
  3. Precise Computation: To derive your NPS, subtract the percentage of detractors from the percentage of promoters. This simple calculation yields a direct measure of owner satisfaction, providing a snapshot of where you excel and where improvements are needed.
  4. Proactive Engagement: Emulating Rebecca Cribbin’s approach means not just collecting feedback but acting on it. Engaging with detractors is crucial. Listen to their concerns, enhance your communication channels, consider assigning them a new account manager, and ensure they receive premium service moving forward.

Incorporating this specialized NPS framework, championed by Rebecca Cribbin, is more than just a metric—it’s a tool. It offers insights into owner satisfaction, guides service refinement, and paves the way for consistent growth and reputation enhancement in the vacation rental landscape.

About her

Rebecca Cribbin is a distinguished expert in holiday and short-term rental management, with extensive experience managing properties in Australia. As a holiday rental expert, she oversees all facets of property management, ensuring property investors can profit without handling daily operations. Beyond management, Cribbin founded the Holiday Rental Specialists, a reputable company with over 12 years in the market. Recognized as an industry leader, she has been a Keynote Speaker at notable conferences and penned “Ready. Set. Booked: Holiday rental success in 10 simple steps,” sharing insights on short-term rental success. Overall, Cribbin’s vast expertise and achievements position her as a leading authority in the holiday rental sector.

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