Top 10 U.S. Net Promoter Scores

 

Satmetrix the owner of Net Promoter Score (NPS) published the results of Net Promoter leaders.

For those unaware of NPS, customers are asked, “On a scale from 0 to 10, with ‘0’ be ‘very unlikely’ and ’10’ being ‘very 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:

1. USAA – Banking = 87%
2. Trader Joe’s = 82%
3. Wegman’s = 78%
4. USAA – Homeowners Insurance = 78%
5. Costco = 77%
6. USAA – Auto Insurance = 73%
7. Apple = 72%
8. Publix = 72%
9. Amazon.com = 70%
10. Kohl’s = 70%

The industry averages and industry leader are as follows:

• Airlines = 15%; Jet Blue = 60%
• Auto Insurance = 35%; USAA = 73%
• Banking = 18%; USAA = 87%
• Brokerage & Investments = 35%; Vanguard = 56%
• Cable & Satellite TV = -3%; Verizon = 28%
• Cellular Phone Service = 19%; Metro PCS = 41%
• Computer Hardware = 32%; Apple = 72%
• Credit Cards = 9%; American Express = 41%
• Department, Wholesale and Specialty Stores = 46%; Costco = 77%
• Grocery and Supermarkets = 49%; Trader Joe’s = 82%
• Health Insurance = -5%; Kaiser Permanente = 28%
• Homeowners Insurance = 27%; USAA = 78%
• Internet Service = -4%; Verizon = 13%
• Life Insurance = 0%; State Farm = 19%
• Online Search and Information = 43%; Google = 53%
• Online Shopping = 47%; Amazon.com = 70%

We just began measuring NPS for our company.  The consumer feedback and insights have been tremendous and we have a repeatable methodology so we can measure our progress over time.

Are you using NPS to measure customer satisfaction?