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2009 Net Promoter Score Industry Benchmarks

out of the blue Brenda Haines April 13, 2009

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.