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April 13, 2009

2009 Net Promoter Score Industry Benchmarks

In this post, Brenda Haines provides an overview of 2009 Net Promoter Scores in four industries …

Brenda HainesWondering how your Net Promoter® Scores stack up against the best in the industry? Last month, Satmetrix released 2009 scores for four industries:

  • financial services
  • online services
  • technology
  • telecommunications

The score – a single number – reflects the percentage of a company’s customers who say they would recommend the company MINUS the percentage who say they would not recommend the company. A company’s NPS(R) provides a snapshot of customer experience.The mathematical formula looks like this:

(Net Promoter Score = Promoters – Detractors)

The 2009 scores are based on surveys of customers from 90 companies, with industry breakouts that allow companies to compare themselves against their peers. According to a news release from Satmetrix, scores for the industries varied greatly.

  • In the financial services category, banks averaged just 15 percent Net Promoter Scores.
  • Online companies led the pack. Eight out of 10 top-ranked companies in the survey operate online, including Amazon (74 percent NPS) and Google (71 percent).
  • In technology, Apple landed at the top of the list, with a 77 percent Net Promoter Score.
  • Telecommunications companies had the lowest scores in the survey, averaging a -7 percent Net Promoter Score. (Companies in this sector had more detractors than promoters.)

Complete industry reports are available for purchase from Satmetrix.