Report: Net Promoter Score Benchmark Study, 2015
October 13, 2015 6 Comments
We published a Temkin Group report, Net Promoter Score Benchmark Study, 2015. This is the fourth year of this study that includes Net Promoter® Scores (NPS®) on 291 companies across 20 industries based on a study of 10,000 U.S. consumers. Here’s the executive summary:
Many companies use Net Promoter® Score (NPS) to evaluate their customer loyalty, so we measured the NPS of 291 companies across 20 industries. The three companies with the highest scores are USAA, with an NPS of 70, and Lexus and Mercedes-Benz, each with an NPS of 62. Additionally, USAA’s banking, credit card, and insurance businesses all outpaced their respective industries’ averages by more than any other company. Meanwhile, at the bottom of the list, Comcast, Time Warner Cable, and McDonalds received the three lowest scores, and RadioShack, McDonalds, and eMachines fell the farthest below their respective industries’ averages. On an industry level, auto dealers earned the highest average NPS, while Internet service providers and TV service providers earned the lowest. Thirteen of the 20 industries increased their average NPS from last year, with banks enjoying the biggest jump in scores. Out of all the companies, HSBC’s and AirTran Airways’ scores improved the most, whereas Fujitsu’s and Highmark’s scores declined the most. For most industries, older consumers gave companies a higher NPS, while younger consumers gave companies a lower NPS. Investment firms have the largest generation gap.
See the NPS Benchmark Studies from 2012, 2013, and 2014.
Here’s a list of companies included in this study (.pdf).
Download report for $495
(includes report plus dataset in Excel)
Here are the NPS scores across 20 industries:
Here are some other highlights of the research:
- 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 McDonalds. 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.
- 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, McDonalds, 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.
Download report for $495
(includes report plus dataset in Excel)
If you want to know what data is included in this report and dataset, download this sample Excel dataset file.
P.S. Net Promoter Score, Net Promoter, and NPS are registered trademarks of Bain & Company, Satmetrix Systems, and Fred Reichheld.
Great info. I do wonder whether auto dealers are doing well because they frequently stress to the buyer the importance of receiving the top score. It’s certainly been the case with each auto I’ve purchased, aside from CarMax.
John: I think that can be an issue with company-sponsored surveys, but consumers shouldn’t feel any of that pressure when answering our survey. Check out my post: 5 Rules To Stop Employees From Gaming Your Feedback System
How did you decide which companies to measure?
Diego: We select the companies in each industry that we believe are large enough to meet our minimum requirement of 100 consumer responses. Then we publish the companies with 100+ pieces of feedback.
I’m a little surprised at how well the Insurance Carriers group did. With USAA leading all companies with a 70, I would be curious to see what this group would look like without USAA, or if you used the median instead of the average? Thanks!
Hi Glenn: The industry averages in the graphic represent all consumer responses about companies in the category. For additional analysis, we provide the dataset as part of the purchase of the report.