Fifth Annual Benchmark Study of Net Promoter® Scores (NPS®) Includes Data on 291 Companies Across 20 Industries
WABAN, Mass., Oct. 13, 2015 /PRNewswire/ — Temkin Group released a new research report "Net Promoter Score Benchmark Study, 2015" based on a study of 10,000 U.S. consumers.
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Net Promoter Score (NPS) has become a popular customer experience metric. NPS measures the likelihood of consumers to recommend a company to their friends and family, using a scoring range from -100 to +100.
USAA's insurance business earned the highest NPS (70), followed by Lexus (62) and Mercedes-Benz (62). Other firms to earn an NPS of 55 or more are H-E-B, USAA's banking and credit card businesses, Apple's computer business, Chick-fil-A, Wegmans, JetBlue Airways, and Amazon.
Comcast TV service (-17) earned the lowest NPS, followed by two firms that also had scores below -10: Time Warner Cable TV service and McDonald's. Other firms to earn NPS of -5 or below are Commonwealth Edison, Pacific Gas and Electric, Charter Communications (TV service and Internet service), Comcast Internet service, RadioShack, Time Warner Cable Internet service, Cablevision Optimum, and Coventry Health Care.
"Net Promoter Scores can provide a strong indication of your relationship with customers," states Bruce Temkin, Managing Partner of Temkin Group. Temkin goes on to say "Like any customer metric, NPS is only valuable when it's used to drive improvements."
Here are some additional findings from the research:
- The top scoring industries are auto dealers, computers & tablets, supermarkets, and investment firms.
- The bottom industries are TV service providers, Internet service providers, and utilities.
- USAA's insurance, banking, and credit card businesses earned NPS levels that are 38 or more points above their industry averages. Eight other firms more than 25 points above their peers: Chick-fil-A, TriCare, credit unions, JetBlue Airways, H-E-B, Wegmans, Amazon, and Apple.
- Nine companies fell 30 or more points below their industry averages: RadioShack, McDonald's, eMachines, Travelers, Super 8, 7-Eleven, and Spirit Airlines.
- HSBC's NPS increased by 29 points between 2014 and 2015, the largest increase of any company. Nine other companies improved by more than 15 points: AirTran Airways, Baskin Robbins, Virgin America, Regions Bank, Citizens Bank, BMW, Southern California Gas, Morgan Stanley Smith Barney, and Food Lion.
- Fujitsu, Highmark, Buick, and Humana had the largest decline in NPS between 2014 and 2015.
The 20 industries included in this report are airlines, auto dealers, banks, computer makers, credit card issuers, fast food chains, grocery chains, health plans, hotel chains, insurance carriers, Internet service providers, investment firms, major appliance makers, parcel delivery services, rental car agencies, retailers, software firms, TV service providers, utilities, and wireless carriers.
The report "Net Promoter Score Benchmark Study, 2015" can be downloaded from the Customer Experience Matters blog, at ExperienceMatters.wordpress.com as well as from the Temkin Group website, www.TemkinGroup.com.
About Temkin Group: Temkin Group is widely recognized as a leading customer experience research and consulting firm. Many of the world's largest brands rely on its insights and advice to steer their transformational journeys. Temkin Group combines customer experience thought leadership with a deep understanding of the dynamics of organizations to help accelerate results. Rather than layering on cosmetic changes, Temkin Group helps companies embed practices within their culture by building four critical competencies: Purposeful Leadership, Employee Engagement, Compelling Brand Values, and Customer Connectedness. The firm's ongoing research identifies leading and emerging best practices across a wide range of activities for engaging the hearts and minds of customers, employees, and partners. For more information, contact Bruce Temkin at 617-916-2075 or send an Email.
About Bruce Temkin: Bruce Temkin is widely recognized as a customer experience thought leader and is Customer Experience Transformist and Managing Partner of Temkin Group. He is also the author of a very popular blog, Customer Experience Matters® (ExperienceMatters.wordpress.com). Prior to forming Temkin Group, he was a VP at Forrester Research for 12 years. Bruce is a highly demanded speaker and regularly quoted in the press. He is also the co-founder of the Customer Experience Professionals Association.
Net Promoter Score, Net Promoter, and NPS are registered trademarks of Bain & Company, Satmetrix Systems, and Fred Reichheld.
Customer Experience Matters is a registered trademark of Temkin Group.