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What is a good Net Promoter Score? And how does it vary across industries?

Jon Gitlin – SurveyMonkey

What a good Net Promoter Score looks like

According to our global benchmark data, which accounts for the NPS of more than 150,000 organizations, the average score is +32. 

SurveyMonkey Global Benchmark NPS and source information.

Here’s a closer look at the global benchmark numbers:

  • The lower quartile of organizations (or the bottom 25% of performers) have an NPS of 0 or lower.
  • The median NPS is +44. (Half of organizations have an NPS below this score, and the other half have a score that’s higher.)
  • The upper quartile of organizations (or the top 25% of performers) have an NPS of +72 or higher.

Comparing yourself to all of the other organizations isn’t always the best representation of how you’re doing, since the customer experience can vary (a lot!) by industry. For example, according to the American Customer Satisfaction Index, subscription television service providers offer a significantly worse customer experience than internet retail businesses.  

So what is a good Net Promoter Score for organizations in your space? Here’s a breakdown across 3 common categories: professional services (legal, financial, etc.), technology (telecommunications, computer manufacturers, etc.), and consumer goods and services (retailers, restaurants, etc.):

IndustryProfessional servicesTechnology companiesConsumer goods and services
Average NPS+43+35+43
Median NPS+50+40+50
Top quartile+73 (or higher)+64 (or higher)+72 (or higher)
Bottom quartile+19 (or lower)+11 (or lower)

As you can see, organizations categorized as professional services and consumer goods and services tend to deliver a similar customer experience—minus subtle differences in their top and bottom performers–but technology companies are slightly behind in every NPS calculation.

Whether you need to catch up to your industry’s average NPS or keep a leading position, there are several ways to raise your score.

3 ways to improve your Net Promoter Score

1. Develop a systematic process for tracking your NPS and reacting to it.

The customer experience is constantly evolving. If you can keep your finger on the pulse of your customer sentiment and take steps toward addressing their feedback quickly, you’ll be more likely to have loyal, happy customers. 

Learn how surveys can help you track—and act on—your NPS by reading our ultimate guide to running a customer feedback program.”

2. Give the entire team a chance to engage with customers.  

Whether your colleagues know it or not, their work can influence the customer experience. The better they understand their impact, the more likely they are to tailor their work to best benefit customers—and your NPS. 

You can empower your team to learn from customers by adopting customer interaction reports. They involve asking employees to have a conversation with a customer (as short as 5 minutes) and then fill out a survey to summarize the conversation. Sharing these results on a platform any employee can access can inspire the team and give them insight into what customers care about.

3. Invest in your customer-facing employees.

Every customer interaction shapes the client’s perception of your organization. In fact, roughly a third of customers, on average, plan to switch to an alternative company after a single case of poor customer service.

Prevent your organization from losing customers by building a first-class customer-facing team. Invest in trainings and product/service-related resources they can refer to in order to answer customer questions as quickly and effectively as possible. 

NPS®, Net Promoter® & Net Promoter® Score are registered trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld

Research by Adobe shows that 8% of repeat customers are responsible for 41% of total online revenue in the U.S., 26% of total online revenue in Europe and 16% of total online revenue in the U.K.

Customer retention, loyalty, or willingness to recommend.  In which one of these areas are you personally convinced there is room for improvement?

Contact us today and arrange a complimentary voice of the customer business case analysis.

TPMG CX – Translating the Voice of the Customer into Revenue Growth!

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