Measuring Visitor Experience

Monday, October 21, 2019 by Carl Gore

How to measure visitor experience using Net promoter Score (NPS).

Face to face contact is an essential part of business. When it’s happening on your site or offices the importance of creating a long-lasting positive experience for visitors cannot be underestimated but how can this be measured so that you can better understand what you are doing well and what needs improving when it comes to visitor management?

Visitor Express has developed a short NPS (Net Promoter Score) survey to measure the overall perception of visitors to your site. Measuring your visitor experience along with other points across the customer journey provide a greater understanding of your customer experience performance to create an NPS scale.

By using a 0–10 scale, visitor NPS can be calculated using the answer to a key question: How likely would you recommend visiting [company name] to a friend or colleague?

Respondents are grouped as follows:

Promoters (score 9-10) are loyal enthusiasts who will keep visiting and refer others, generating growth.

Passives (score 7-8) are satisfied but unenthusiastic but are unlikely to recommend the company to others.

Detractors (score 0-6) are unhappy who can damage your brand and would likely result in negative word-of-mouth, so it always makes sense to investigate these scores in order to improve visitor experience. 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 visitor is a Detractor) to a high of 100 (if every visitor is a Promoter).

Follow up questions can also be asked of visitors as to why they have given a specific score which helps in understanding what you’re doing well and what can be improved with your visitor experience. NPS surveys can be quantified and monitored so internal targets can also be set Monitoring your visitor experience on an ongoing basis can help to the customer facing teams in your organisation with valuable insight that could be used to enrich sales leads contacts, campaigns or other relevant business data.

Visitor Express automates your reception to create a completely frictionless visitor experience from initial visitor check in via tablet, host notification, meeting room bookings to car park management and remote working.

Visitor Express offers a range of visitor management solutions for small businesses right through to large enterprises. For further information email