I’m often asked what makes a truly great survey. To me, it’s not just about measuring – it’s about making the insight work meaningful, and ensuring the results offer clear guidance moving forward. A good survey is short enough to complete, smart enough to ask the right questions, and – most importantly – actionable enough to drive real change.
When we had the opportunity to collaborate with Idrottskliniken – one of the most well-established gym and wellness providers in southern Sweden – we immediately recognized their genuine commitment to truly understanding their members. The goal was to capture how members experience the service and to identify what strengthens their connection to the brand, both for new and long-term members.
At the same time, we wanted to go beyond traditional templates and complement the classic metrics like Customer Satisfaction Index (NKI) – which measures overall satisfaction – and Net Promoter Score (NPS) – which measures willingness to recommend – with more targeted, action-oriented insights.
The result? A happy client – and more importantly, a set of concrete, hands-on recommendations that can be quickly put into practice.
The client’s words say it best
“I really want to emphasize how impressed I am with your work! I can see the effort behind it and truly appreciate all the time you’ve spent helping us. WOW!”
— Jon Havnesköld, Sales & Marketing Manager at Idrottskliniken
Words like these mean a lot. For me, they’re a sign that we’ve delivered insights that make a real difference – for both the organization and the people in it.
Tailored – without being overwhelming
We designed a web-based survey aimed at active members, combining general questions about experience and loyalty (NKI and NPS) with follow-up questions tailored to how each person trains – whether through group classes, personal trainers, or independently.
This allowed us to ask relevant questions to the right people, without making the survey feel too long or repetitive. Thanks to a smart setup in our own platform and two well-timed reminders, we achieved a high response rate – something that’s essential when decisions need to reflect reality.
Passive members – an untapped opportunity
One of the most compelling insights was the clear link between loyalty and the sense of being heard. Members who felt that their feedback wasn’t being taken seriously were far more likely to fall into the “passive” category – neither critics nor promoters.
We could clearly demonstrate the value of transparency and closing the loop with feedback, for example through a “You said – we did” approach. This strengthens a sense of inclusion and builds emotional connection to the brand.
Ambassadors – the most loyal members – were consistently more satisfied with everything from staff interactions and training inspiration to accessibility in the facilities. Passive members, on the other hand, pointed to areas of improvement such as gym equipment, locker rooms, communication clarity, and variety in workout options.
What united all groups, however, was a strong interest in training – and everything that surrounds it. There was a clear demand for more inspiration and knowledge: updates around nutrition, training programs, recovery and current health trends. Members don’t just want to work out – they want to feel motivated, informed and inspired.
From insight to action – how Idrottskliniken is putting findings into practice
What I’m most proud of in this project is that our recommendations didn’t stop at the analysis. Together with the team at Idrottskliniken, we developed a set of concrete, effective, and realistic improvements – both in communication and in the physical environment.
Some of these include:
- A clearer routine for receiving and responding to member feedback
- A plan to further strengthen the role of staff – through visibility, world-class send-offs (“Thanks for today!”), and inclusive interactions
- An equipment and facilities improvement plan – including communicating even small updates externally
- A yearly communications plan, with campaigns and newsletters to ensure continuity and visibility
- Better segmentation in how different member groups are addressed – e.g., beginners, seniors, or those training for specific goals
NPS – when used right, it’s more than just a number
When used properly, NPS is more than a number – it’s a tool for building relationships. But that means going beyond the score itself and analyzing what really drives the willingness to recommend – and how that can be strengthened.
To me, it’s all about combining smart methodology with a deep understanding of the organization and the people behind it. That’s when surveys become truly meaningful – and that’s why I love what I do.
Curious about how we can help your organization turn data into action?
Don’t hesitate to get in touch – I’d love to share more.
Josephine Larsson
Senior consultant
josephine@infact.net
