Satmetrix the owner of Net Promoter Score (NPS) published its 2013 Net Promoter Industry Benchmark reports for the financial services, technology, online services, retailing, travel, hospitality, insurance and telecommunications industries.
For those unaware of NPS, customers are asked, "On a scale from 0 to 10, with '0' be 'very unlikely' and '10' being 'extremely likely,' to recommend the company, product or service to a friend or colleague."
Scores of "9" and "10" are recognized as "promoters." Scores of "7" or "8" are recognized as "passives." Scores of "6" or lower are "detractors."
The percent of responders that are "detractors" are subtracted from the percent of responders that are "promoters." The result is the net promoter score (NPS).
The top 10 NPS leaders are dominated by USAA and Apple:
- USAA - Insurance = 80%
- USAA - Banking = 78%
- Costco = 78%
- Apple - Laptop = 76%
- Dillards = 75%
- Nordstrom = 75%
- Apple - iphone = 70%
- Amazon = 69%
- Southwest Airlines = 66%
- Apple - ipad = 65%
The industry leaders for each sector are:
- Airlines = Southwest at 66%
- Auto Insurance = USAA at 76%
- Banking = USAA at 78%
- Brokerage & Investments = Vanguard at 56%
- Cable & Satellite TV = Verizon at 32%
- Cellular Phone Service = Tracfone at 39%
- Computer Hardware = 32%; Apple = 72%
- Credit Cards = 9%; American Express = 41%
- Department, Wholesale and Specialty Stores = Costco at 78%
- Grocery and Supermarkets = Trader Joe's at 63%
- Health Insurance = Kaiser at 35%
- Homeowners Insurance = USAA at 80%
- Hotel = Marriott at 62%
- Internet Service = Brighthouse Networks at 29%
- Laptop Computers = Apple at 76%
- Online Entertainment = Netflix at 50%
- Online Search and Information = 43%; Google = 53%
- Online Services = Amazon at 69%
- Smartphones = Apple at 70%
- Software and Apps = TurboTax at 54%
- Tablet Computers = Apple at 65%
- Travel Websites = TripAdvisor at 36%
We used a three-question survey that took respondents less than five minutes:
- On a scale of 0 to 10 with 10 being extremely likely, how likely are you to recommend our company to a friend or colleague?
- Why did you give us that score?
- What can we do to earn a 10?
The consumer feedback and insights from the open ended questions were excellent and we have a repeatable methodology so we can measure our progress over time.
It's a great way to get quick consumer feedback to let them know you are concerned about their opinions and feedback. It's also a great way to initiate a dialogue with consumers.
I urge everyone to thank all respondents when they respond.
Ask "promoters" for referrals, testimonials, case studies and to share their experience with their friends and colleagues on social media.
Get back to "detractors" immediately to let them know you heard their concerns and work with them to get them rectified. If you can rectify the concerns of a detractor, they are more likely to be a long-term customer than a customer that never complains.
Lastly, get in touch with "passives" to see what you can do to turn them into a "promoter" rather than letting them slip to being a "detractor."
Do you, or your firm, use NPS to measure customer satisfaction?