Net Promoter Score benchmarks: What is a good NPS?
Net Promoter Score benchmarks: What is a good NPS?
- While NPS scores vary by industry, generally, an NPS ranging from 0-30 is considered good.
- Many things can impact your Net Promoter Score, including product quality, customer service, and pricing strategies.
- Check out SurveyMonkey Benchmarks or keep reading to see where you stand compared to others in your industry.
The Net Promoter Score® (NPS) question is instrumental in revealing customer satisfaction and driving loyalty. As companies iterate their products and services, they can actively enhance their NPS score.
However, not every industry has the same general benchmark. Understanding where your business lies within your industry will help your teams determine whether they could further improve their customer experience (CX).
Net Promoter Score: An overview
The Net Promoter Score, or NPS, measures customer satisfaction and loyalty to your brand. It determines how many customers will become brand ambassadors and encourages your business to grow through word of mouth. For such an important metric, measuring your NPS is a simple process.
Using our NPS survey template, you can create a powerful one-question survey to give you the necessary data.
NPS surveys ask:
- On a scale of 0 to 10, how likely is it that you would recommend this company to a friend or colleague?
Based on the selected number within the range, your respondents are assigned to one of three categories:
- Detractors, 0-6: Customers who are dissatisfied with your brand and are highly likely to churn and even leave a negative review.
- Passives, 7-8: Customers who are unlikely to recommend your business to friends and colleagues but have also had positive experiences with your brand.
- Promoters, 9-10: Customers who love your business and are highly likely to recommend you while continuing to support your brand.
If you use our NPS survey template, you’ll see that we’ve added a couple of clarifying questions to help you understand the reasoning behind respondents’ ratings:
- What changes could this company (insert your brand name) have made for you to give it a higher rating?
- What does this company (insert your brand name) do really well?
The answers to these questions will be enlightening but do not factor into your NPS. It is advisable to include them so that you have a clear understanding of why respondents answered as they did. This qualitative data uncovers the ‘why’ behind your NPS score.
Related reading: Why use NPS?
How is your NPS score calculated?
After collecting data from your NPS survey, you can use the following steps to calculate your NPS.
- Enter the responses from your NPS survey into a spreadsheet.
- Categorize responses into detractors, passives, or promoters.
- Add up the total number of responses from each category.
- To get the percentage for each category, take the group total and divide it by the number of survey responses.
- Subtract the percentage total of detractors from the percentage total of promoters.
The number you’re left with is your NPS score. Your score can range from -100 to 100.
For example, let’s say your NPS survey of 100 customers yielded the following results: 15 detractors (15%), 25 passive (25%), and 60 promoters (60%).
Your NPS calculation would be 60% - 15% = 45%. In this example, your Net Promoter Score is 45.
What is a good NPS?
According to SurveyMonkey benchmark data of over 150,000 organizations, the average NPS score is 32, and the top 25% have an NPS score of 72 or higher.
Also indicated in our global benchmarks is that:
- The bottom 25% have an NPS of 0 or lower.
- The median NPS is 44.
- The top 25% have an NPS score of 72 or higher.
In general terms, here’s how to define your NPS score:
- An NPS NPS of -100 to 0 needs improvement.
- An NPS score of 0-30 is good.
- An NPS score of 30-70 is great.
- An NPS score of 70-100 is excellent.
These statistics are for global organizations across multiple industries, which is interesting but not necessarily illuminating. You cannot determine your NPS's meaning without the context of where it falls within your industry.
For some industries, 20 might be among the worst scores. For others, it might indicate you’re a market leader. However, generally, if your score is below zero, you have some work to do to earn customer loyalty.
Related reading: How to turn NPS detractors into promoters
NPS benchmarks by industry
As we mentioned earlier, your NPS should be evaluated based on the context of your industry. With that in mind, here are a few recent NPS benchmark average scores for a variety of business verticals. Keep in mind that scores can range from -100 to 100.
Related reading: Worldwide NPS revealed
Construction NPS benchmarks
The construction industry aims to build residential and commercial spaces worldwide. There is a significant difference between the upper- and lower-quartile NPS scores.
Construction NPS benchmarks:
- Lower quartile: 40
- Median: 64
- Upper quartile: 81
Factors that impact the NPS score of a company working in construction could be:
- Build quality: The final quality of a build and the overall quality of the workmanship will influence NPS scores.
- Completion expectations: Whether or not a construction business finishes projects on budget and within time expectations.
- Client communication: How clear and smooth communicating with a construction company will impact client satisfaction.
Consulting NPS benchmarks
The consulting industry aims to enhance professional services and organizations by offering expert advice, project management, and guidance.
Consulting NPS benchmarks:
- Lower quartile: 42
- Median: 48
- Upper quartile: 72
Factors that impact the NPS score of a consulting company could be:
- Industry knowledge: Whether a consulting firm has the specific expertise needed will impact the client’s satisfaction.
- Collaboration: The degree to which a consulting firm can collaborate with a business it is helping.
- Success: The consulting firm could help their client achieve what they set out to do.
Education NPS benchmarks
The education sector provides opportunities to learn and grow in an academic atmosphere.
Education NPS benchmarks:
- Lower quartile: 38
- Median: 60
- Upper quartile: 75
Factors that impact the NPS score of an educational company could be:
- Success rates: The number of graduating students could influence your overall cohorts' satisfaction.
- Quality of education: The diversity and depth of your educational syllabus will impact satisfaction and NPS scores.
- Facilities: Your supply of buildings or infrastructural systems will impact educational NPS scores.
Finance NPS benchmarks
The finance industry includes banks, investment firms, and other businesses that aim to provide financial infrastructure to clients.
Finance NPS benchmarks:
- Lower quartile: 34
- Median: 59
- Upper quartile: 80
Factors that impact the NPS score of a company working in finance could be:
- Products and services: The range and quality of a financial institution's products and services will impact your NPS score.
- Trust: The transparency of your financial business will impact customer perceptions.
- Customer service: The efficacy of your customer support teams will influence how your financial customers rate you in an NPS survey.
Financial services NPS benchmarks
Financial services is a subsection of the finance industry that offers services related to finance. For example, wealth management businesses would fall under this category.
Financial services (excluding insurance) NPS benchmarks:
- Lower quartile: 35
- Median: 60
- Upper quartile: 78
Factors that impact the NPS score of a financial services company could be:
- Performance: The return or result of a financial service will directly influence how your customers feel about working with your business.
- Expertise: The quality of the advice you can provide will impact NPS.
- Availability: Your company’s systems architecture and infrastructure and what you offer to customers will help or hinder NPS.
Government NPS benchmarks
Government organizations and agencies offer public services and support and platforms to interact with government bodies.
Government NPS benchmarks:
- Lower quartile: 38
- Median: 62
- Upper quartile: 80
Factors that impact the NPS score of a government organization could be:
- Efficiency: How quickly you offer services and fix problems.
- Range of services: The number of services you offer and how comprehensive they are will impact NPS scores.
- Engagement: Whether you offer a range of social channels people can use to contact you will influence your NPS score.
Healthcare NPS benchmarks
The healthcare sector covers everything from hospitals to medical services and holistic healthcare businesses.
Healthcare NPS benchmarks:
- Lower quartile: 37
- Median: 62
- Upper quartile: 82
Factors that impact the NPS score of a company working in healthcare could be:
- Patient experience: How well you treat your patients during their time in your facility will directly impact NPS.
- Waiting periods: If customers have to wait long before receiving the medical support they’re seeking, this may negatively impact NPS.
- Quality of care: The medical treatment you provide and its impactful or helpfulness will influence NPS scores.
Insurance NPS benchmarks
The insurance industry offers risk management and prevention solutions like healthcare policies, life insurance, and property insurance.
Insurance NPS benchmarks:
- Lower quartile: 36
- Median: 65
- Upper quartile: 86
Factors that impact the NPS score of an insurance company could be:
- Policy coverage: How comprehensive the policies you offer are will impact NPS.
- Customer service: How available are your teams to listen to and process claims?
- Processing: The speed with which you process claims and reimburse customers.
Media and entertainment NPS benchmarks
The media and entertainment industry includes everything from film and TV services to publishing houses and social media platforms.
Media and entertainment NPS benchmarks:
- Lower quartile: 31
- Median: 57
- Upper quartile: 77
Factors that could impact the NPS score of media and entertainment companies are:
- Content selection: The range and quality of the content you offer your customers.
- Availability: Whether or not customers can access your content 24/7 without downtime will impact satisfaction.
- Engagement: The extent to which you interact with your customers and provide support if needed.
Nonprofits NPS benchmarks
Nonprofit businesses support causes that relate to environmental, social, or political issues. They offer education, advocacy, and volunteer opportunities to get involved.
Nonprofit NPS benchmarks:
- Lower quartile: 41
- Median: 63
- Upper quartile: 79
Factors that impact the NPS score of a nonprofit could be:
- Vision alignment: The extent to which someone feels aligned with the cause you are supporting or working toward.
- Transparency: Full honesty about where your funds and labor hours are going will increase your NPS score.
- Experiences: The range of experiences or methods of supporting your nonprofit that you offer.
Real estate NPS benchmarks
The real estate industry involves buying, selling, renting, and managing commercial and residential properties.
Real estate NPS benchmarks:
- Lower quartile: 32
- Median: 58
- Upper quartile: 78
Factors that impact the NPS score of a real estate company could be:
- Quality of property: The standards and quality of the properties you manage or sell will impact NPS scores.
- Sale or renting times: The total time it takes to close a deal once a customer is interested will influence satisfaction.
- Market knowledge: The degree to which your real estate agents are knowledgeable about local and national sales markets.
Retailers NPS benchmarks
Retailers are all businesses that manage consumer products and sell them to consumers in supermarkets, stores, or online.
Retail NPS benchmarks:
- Lower quartile: 36
- Median: 57
- Upper quartile: 74
Factors that impact the NPS score of a retail company could be:
- Product selection: The number and general diversity of products you offer.
- Pricing strategy: The pricing strategy you use and how it compares to other retailers in your sector.
- Store experience: The customer experience when in your stores or browsing online.
Software and online services NPS benchmarks
The software and online services industry involves creating and distributing Software as a Service (SaaS) solutions to businesses and individual customers.
Software and online services NPS benchmarks:
- Lower quartile: 17
- Median: 44
- Upper quartile: 68
Factors that impact the NPS score of a software company could be:
- User experience: How easy your software is to use will impact your overall NPS scores.
- Customer support: Having available agents to listen to and solve customer requests will improve your NPS.
- Product innovation: If you offer something useful that has yet to be done, you’ll have a high NPS score.
Technology NPS benchmarks
The technology industry covers everything from the development of devices to support for tech services.
Technology NPS benchmarks:
- Lower quartile: 22
- Median: 50
- Upper quartile: 70
Factors that impact the NPS score of a tech company are:
- Reputation: The wider reputation of your brand and what it supports will influence NPS.
- Customer support quality: How knowledgeable are your customer support teams in helping customers solve their problems?
- Product quality: Creating secure and long-lasting tech products will help improve NPS scores.
Transportation and logistics NPS benchmarks
The transportation and logistics industry involves moving people and goods around the world by train, car, bus, plane, boat, and other means.
Transport and logistics NPS benchmarks:
- Lower quartile: 20
- Median: 44
- Upper quartile: 67
Factors that impact the NPS score of a company working in transport and logistics could be:
- Speed of arrival: The speed with which your company takes products or people from A to B will impact NPS.
- Cost efficiency: How competitive your shipping or transport rates are compared to others in your industry.
- Communication: Clear and traceable methods to follow shipments in real-time will enhance NPS scores.
NPS benchmarks FAQs
- What is a good NPS score?
- Why is benchmarking NPS important?
- How often should NPS be measured?
Improve your Net Promoter Score with SurveyMonkey
You’ll notice that Net Promoter Scores vary widely across industries. Visit SurveyMonkey Benchmarks for more detailed information on obtaining NPS data for your industry. NPS data is also available from companies or organizations. See how your competitors stack up!
Remember that Net Promoter Scores change over time. Use surveys to obtain key information that impacts your customers’ loyalty and put the data to good use.
Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld.
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