USAA, JetBlue, Jeep, and Chick-fil-A top the list of the most recommended companies, according to the Temkin Group in its new report, Net Promoter Score Benchmark Study, 2017.
A total of 10,000 U.S. consumers took part in the research, now in its fifth year. Net Promoter Score (NPS) has become a popular customer experience metric. The NPS measures the likelihood of consumers to recommend a company to their friends and family, using a scoring range from -100 to +100. Many large companies use NPS to evaluate their customers’ loyalty, states the customer experience research, consulting, and training firm
The study involves Net Promoter Scores on 299 companies across 20 industries. Industries included in the report are airlines, auto dealers, banks, computer and tablet makers, credit card issuers, fast food chains, grocery chains, health plans, hotel chains, insurance carriers, investment firms, major appliance & TV makers, parcel delivery services, rental car agencies, retailers, software firms, streaming media services, TV and Internet service providers, utilities, and wireless carriers. The industry averages for NPS ranged from a high of 43 for auto dealers down to a low of 9 for TV & Internet service providers, according to the Temkin Group.
“Net Promoter Scores can provide a strong indication of your relationship with customers,” states Bruce Temkin, managing partner of Temkin Group. “Like any customer metric, NPS is only valuable when it’s used to drive improvements.”
With an NPS of 66, USAA’s insurance business earned the study’s highest score. The next highest rated companies are JetBlue (59), Jeep (59) and Chick-fil-A (58).
Comcast received an NPS of -9, the lowest NPS for the third year in a row. The next lowest rated companies are Citibank (-8), Charter Spectrum (-8), and Pacific Gas and Electric (-6).
Additional highlights from the study include:
- USAA’s insurance and credit card businesses, along with JetBlue, outperformed their industries by 33 points, the highest level across all companies. Fourteen other companies outperformed their industries by 20 or more points.
- Citibank, whose NPS lagged 35 points behind the banking average, fell the farthest behind its peers. Seventeen other companies fell 20 or more points below their industry averages.
- All industries saw their average NPS decline over the past year, though utilities dropped the most.
In addition, consumers 18 to 24 give companies the lowest NPS with an average score of 17 across industries. Consumers 65 and older give the highest NPS with an average score of 38 across industries.
NPS is also highly correlated with customer experience. On average, customer experience leaders enjoy an NPS over 18 points higher than customer experience laggards.