5 Proven Strategies To Increase Your Coworking Space’s NPS Score

For any business or organization, creating an exceptional member experience is the key to success. One of the most reliable ways to measure how well you’re doing with these efforts is through your Net Promoter Score (NPS). So, what exactly is an NPS, and why is it important for coworking spaces?

NPS is a customer loyalty metric that gauges how likely your members are to recommend your space to others. It is a simple yet powerful tool that lends insight into customer satisfaction, member retention, and areas for improvement. In coworking, where member experiences directly influence growth and retention, boosting your NPS can mean the difference between just surviving and truly thriving.

If you want to take your NPS from good to great, follow us on this journey as we explore strategies to get you there. Let’s dive in.

Quick Summary

Some of the proven ways to increase your coworking space NPS score are:

• Improving your customer service and community engagement through interactions and experiences
• Enhancing the quality of amenities you provide to gain a competitive edge in the market
• Personalizing the experience for each member by way of memberships, technology, and more

Understand Your Current NPS and What It Means

Before you can improve on anything, you first need to understand what your baseline is, and an NPS for a coworking space is certainly no exception. So, where do you start?

NPS is calculated by asking members: “On a scale of 0-10, how likely are you to recommend our coworking space to a friend or colleague?” Simple, right?

Based on their responses, members are then categorized into three groups:

1. Promoters (9-10): These are your superfans – the members who love your space and are likely to recommend it to others, fueling the growth of your business.
2. Passives (7-8): They are satisfied, but not enthusiastic enough to actively promote your space, making them vulnerable to leaving if a better option arises.
3. Detractors (0-6): These members are dissatisfied. They are at the highest risk for churn and could harm your reputation with negative publicity (word-of-mouth, social media, etc.). Low scores from detractors highlight areas of dissatisfaction – whether poor service, inadequate amenities, or unaddressed concerns – signaling a need for immediate attention. This does however provide opportunities for growth and improvement, but we’ll touch on that more later.

Calculating NPS

To calculate your NPS, subtract the percentage of detractors from the percentage of promoters. The score can range from -100 (everyone is a detractor) to +100 (everyone is a promoter).

NPS = % of Promoters – % of Detractors

The rule of thumb says 40 indicates a good NPS, where 60+ is outstanding.

Now, let’s dive into some strategies that, when executed correctly, can significantly boost your NPS score.

#1 Improve Your Customer Service and Community Engagement

Have you ever heard the phrase, “you catch more flies with honey than you do with vinegar?” The adage refers to being kind rather than bitter and rude.

In most cases, customer service can make or break someone’s experience, regardless of the setting. In coworking spaces, good customer service can turn detractors into promoters, and a strong sense of community can keep your members loyal.

Your staff is often the first point of contact when a member needs help, so it’s vital to ensure they are responsive, friendly, thoughtful, and proactive in addressing concerns. Here are some actionable tips to improve and guarantee good customer service every time:

• Faster Response Times: Implement systems for quick responses to member queries, whether through email, chat, or in-person requests. Even if a solution cannot be immediate, at least responding to the member and acknowledging their needs can go a long way.
• Personalized Interactions: Get to know your members individually. Address them by name and make note of their preferences – these small gestures make a big difference. A pro tip is to pick something about them that stands out to you and use that to identify and recognize them. This could be a physical attribute, something they said in a conversation that resonated with you, or anything else that you can use to associate with that member.
• Tackle Pain Points Head-On: Embrace member feedback. Use it to identify common issues and solve them promptly. Whether it’s resolving noise complaints or improving Wi-Fi speed, fast action shows that you’re listening and committed to providing a top-notch experience.

Improving Community Engagement

Building a strong coworking community is essential for creating a vibrant, connected environment that members love. Hosting regular events, such as workshops, social gatherings, and skill-sharing sessions, provides opportunities for members to interact and build relationships.

Networking events allow freelancers, entrepreneurs, and teams to connect, fostering both professional collaboration and personal friendships.

Encouraging collaboration can also be achieved through initiatives like member-led projects or interest-based groups, where individuals can come together to solve challenges or brainstorm new ideas.

By creating spaces – both physical and virtual – for members to engage, share knowledge, and support one another, you not only enhance their coworking experience but also build a loyal community that contributes to the overall success of your space.

#2 Enhance the Quality of Your Amenities and Workspace

A coworking space is more than just a rentable desk and some free Wi-Fi – it’s a productivity-enhancing, collaboration-boosting environment.

High-quality amenities and a comfortable workspace contribute to its reputation for providing a great member experience.

This can have a major impact on your NPS score. When members are not just satisfied, but pleased with the amenities and community within your space, they’re much more apt to refer friends, family, and colleagues to the space. And that’s the ultimate goal, right?

So, if your score is not quite where you want it to be, here are some easy ways to enhance your space, and in turn, enhance your NPS:

• Ergonomic furniture
• High-speed internet
• Comfort and cleanliness
• Technology integrations
• Cafe and catering options
• Workspace options, including outdoor spaces, private call booths, and quiet zones
• Customizable lighting and temperature control
• Art and aesthetics

The only way to really know what your members like, want, and need is to ask them. No one expects you to be a mind-reader, so don’t put that kind of pressure on yourself.

Gather member feedback on your amenities to learn what they value most and where improvements can be made.

Your members are the ones interacting with your space on a day-to-day basis, so only they can really provide feedback on how your amenities are serving them.

This also is not a set-and-forget type of business model. As your members’ wants and needs change, so should your amenities. Stay in tune with your members and how your offerings are impacting them.

Furthermore, make sure to have a space that’s accessible for people with disabilities.

#3 Personalize the Coworking Experience

Members are more likely to recommend your space if they feel that it’s designed with them in mind. Personalizing the coworking experience can go a long way in improving your members’ satisfaction.

Personalizing your coworking space doesn’t equate to custom-built offices where every member designs their own space.

While that would be quite the perk, personalization can happen on a small scale too. Let’s take a closer look at some examples:

• Customized Membership Plans: Offer flexible options, such as pay-as-you-go, part-/full-time memberships, day passes, basic vs. premium memberships, etc. so members can choose what works best for them. Everyone’s reason for coming to a coworking space is different, so having the freedom and flexibility to choose the plan that works best for them shows members you are willing to work with them to meet their needs.
• Tech Tools: Implement apps (such as a coworking booking platform) that make it easy to book meeting rooms, connect with other members, and manage memberships. Members will appreciate the seamless experience and see you as a modern, high-tech establishment.
• Member Perks: Surprise your members with thoughtful perks like free coffee, discounts at local cafes or retail stores, or even weekly snacks. These small touches show that you care about their happiness both personally and professionally.
• Flexible Workspace Options and Layouts: Offer a variety of layouts that allow members to choose the type of environment that suits their working style. This includes open-plan spaces for collaborative work, semi-private booths for focused tasks, and fully private offices for teams or individuals who need more privacy and a quiet work environment.

Leveraging Technology to Personalize the Coworking Experience

The buck doesn’t stop there though – leveraging technology is a powerful way to personalize the coworking experience and streamline operations for members.

We also see many benefits in coworking spaces that leverage technology in the following ways:

• Space Booking Apps: Apps for booking spaces allow members to easily reserve desks, meeting rooms, or event spaces on-demand, giving them the flexibility to choose the right environment for specific instances. One such software is OfficeRnD Flex with its highly customizable resource booking platform.
• Membership Management: Member management tools can automate payments, track usage, and provide access to exclusive resources, making the experience seamless and customized for each individual.
• Coworker Connectivity: Connecting members – through virtual community platforms and social networks or in-person events – fosters collaboration, enabling coworkers to engage, share thoughts, and collaborate on projects.

With integrated technology, coworking spaces can offer a more tailored, convenient, and engaging experience, helping members feel more connected and in control of their workplace needs.

Creating a Welcoming and Inclusive Environment

At the end of the day, people just want to be in a place where they feel safe and comfortable, surrounded by people who make them feel good. Creating an inclusive environment that caters to different industries and professionals – from freelancers to startups – will make your space more attractive and welcoming.

Coworking spaces definitely fall under the category of hospitality. By fostering a culture of warmth, attentiveness, and care, staff can make every member feel valued and right at home.

Small touches like friendly greetings, remembering members’ preferences, and offering personalized assistance help build strong connections and enhance the overall experience.

#4 Collect and Act on Feedback

Raising your Net Promoter Score starts with listening – listen to what your members like, don’t like, want, and need to enhance your space and its offerings. Regularly gathering feedback from your members and using that information to make meaningful improvements is your first step to a higher NPS.

But, how exactly should you go about asking for this feedback? We thought you might ask. So, we’ve prepared some tips for gathering information from your members:

• Surveys: Conduct member surveys after key interactions, like upon completion of onboarding or events, to gauge their satisfaction and identify areas for improvement.
• One-on-One Interactions: Sometimes, a simple chat with a member can provide valuable insights into their needs and experiences.
• Suggestion Boxes: Anonymous submissions allow members to provide more honest feedback with no repercussions. This is generally where you will find your most authentic comments.
• QR Codes: Spread QR codes throughout the space and place them strategically during events for a fun and interactive feedback experience for your members.

Creating Regular Touchpoints

Regular touchpoints, such as quarterly feedback surveys, post-event evaluations, and membership renewal discussions ensure that you are constantly gathering insights that will help drive your business forward.

During our FlexWorld Series 2024 May event, CEO of coworking powerhouse, Firmspace, Kenny Kane, shared his philosophy on collecting feedback saying:

Form authentic relationships and ask for open and honest feedback throughout the membership and at renewal times.

Responding to Negative Feedback

Take criticism and negative feedback as an opportunity to transform a member’s experience. No matter how big or small the complaint, this is your chance to turn a potential detractor into a loyal promoter.

When responding to negative feedback, transparency is key. Acknowledge the concerns promptly, thank members for their input, and offer a clear plan of action on how you will address the issue.

Follow up with updates to show you are committed to making improvements and truly care about their experience.

Implement a Plan of Action

Use the feedback to implement continuous improvement measures by identifying recurring patterns or pain points.

Whether it’s upgrading facilities, improving customer service, or tweaking your event schedule, let members know when changes are made in direct response to their feedback.

This not only boosts satisfaction but also reinforces a culture of listening and adapting, which can significantly increase your NPS and member retention over time.

#5 Member Retention Strategies

Happy members stick around, and loyal members become your promoters. The longer a member stays, the more invested they become in your space, and the more likely they are to recommend it.

Let’s take a look at some key strategies for retaining members:

• Rewards Programs: Offer incentives like discounts, priority booking, or extra amenities for long-term members.
• Flexible Membership Options: Give members the ability to scale up or down as their needs change. Flexibility is key to keeping them satisfied.
• Referral Programs: Encourage your existing members to spread the word by offering rewards for successful referrals.
• Regular Updates: Regularly updating members on new features, events, and improvements in response to their feedback reinforces their loyalty and trust in your space and shows you are willing to be vulnerable and transparent with them.

In Conclusion

Improving your coworking space’s NPS is not just about hitting a target – it’s about creating a continuously evolving, member-centric experience.

By understanding your current NPS, focusing on customer service, upgrading amenities, personalizing the experience, acting on feedback, and prioritizing member retention, you can transform detractors into promoters and create a thriving community.