Customer Experience Management

NPS Benchmarks: Compare your NPS within your industry

NPS benchmarks
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Use QuestionPro's CX software to determine your NPS and compare the result with leading industries

NPS benchmarks show you where your company and your brands stand in comparison to the industry!

The Net Promoter Score (NPS) is one of the most important key performance indicators for customer satisfaction and customer loyalty. The higher the value of your NPS, the more satisfied and loyal your customers are to your company, brands, products and services. It is therefore extremely important to regularly query the NPS using touchpoint analyses. We showed you how easy and cost-effective this is in a separate blog article on determining and evaluating the Net Promoter Score.

What is a good NPS score?

We are often asked by our customers what a good NPS value is. One could easily argue that a good NPS score is one that has more advocates than detractors. But that would be too easy. Ultimately, there is no “absolute” NPS value. An NPS value is good if it is better than the industry average. In absolute terms, an NPS value of 60, for example, is excellent. However, if the industry average is 71, then an NPS value of 60 cannot really be considered a good NPS value, even if this value is quite decent in itself.

NPS benchmarks are important because they put your own NPS value into perspective

A good NPS is excellent because it shows that you are on a very good path. However, when viewed in isolation, even a good, positive NPS score only shows half the story. What does it mean if your positive NPS is still below average within your industry? The likelihood then increases that your customers will migrate to the competition despite a positive NPS, for example because they offer even better customer experiences, provide better service or provide a more distinctive brand experience. So don't just rely on a positive NPS, but always compare your NPS with the values ​​of your industry. with the help of a so-called NPS benchmark.

What are NPS benchmarks and where can you find ways to compare your NPS to your industry?

NPS benchmarks are lists of average NPS values ​​from various industries that you can compare your own NPS to. These NPS benchmarks are often not freely accessible because the data was collected by market research institutes and is available for purchase. There are also some public sources for NPS benchmarks. For example, the University of Bamberg, in collaboration with defacto research & consulting GmbH, created an NPS benchmark for various industries and companies in 2013. You can view the results of this NPS benchmark here.

The company NICE Satmetrix also provides a very comprehensive NPS benchmark that contains the average NPS values ​​of various industries. Here you can download a detailed infographic on current NPS benchmarks.

NPS benchmarks of various industries

Excerpt from the NPS Benchmark 2020 from NICE Sysmetrix
Source: NICE Sysmetrix


The company Statista also offers different NPS benchmarks. Simply use Statista's search function, for example enter “NPS” and you will receive a series of search results on the subject of NPS benchmarks.

What to consider with NPS benchmarks

Depending on who compiles NPS benchmarks and how NPS benchmark data is collected and processed, NPS benchmarks can be very valuable or completely useless for your company. So take a close look at which regions the results come from and which methods the NPS benchmarks were used to determine. NPS benchmarks from the USA are virtually useless for comparisons with NPS values ​​of companies from countries in Europe. Even summarized EU NPS benchmarks are basically irrelevant for a comparison. So make sure that you only use NPS benchmarks from the country in which you are active, otherwise distortions can occur.

For meaningful NPS benchmarks, insight into the database is essential

It is equally important that the database is congruent. For example, the NPS values ​​differ depending on age group or gender. As the study cited above by the University of Bamberg in collaboration with defacto research & consulting GmbH shows, women rated the drugstore chain DM higher than men did. This collaborative study shows you very clearly that it is important to be able to access the database of an NPS benchmark in order to be able to make really in-depth comparisons. A simple comparison of your company's NPS value with the industry average gives you an initial orientation, but an NPS benchmark is only really meaningful if you have insights into the underlying data.

Transactional NPS: Different NPS values ​​make true NPS benchmarks difficult

A company's NPS value is usually made up of several different NPS values, as each customer touchpoint generates its own NPS value. This is called a transactional NPS. Example: The NPS related to support or customer service may be completely different than the NPS value related to the speed of delivery of goods or the ordering process. A real NPS benchmarking would have to take all possible touchpoints into account in order to be able to achieve valid comparisons. However, internal NPS benchmarks are important to uncover weak points within the customer journey and to optimize the corresponding touchpoints. We have explained the principle of touchpoint analyses in more detail in a separate blog.

NPS benchmarks in Germany

If you search for NPS benchmarks in Germany in the relevant search engines, you will quickly notice that - in contrast to the United States - there are hardly any results. This may be because companies in Germany rarely make their own NPS values ​​public, in contrast to the USA, which openly and actively advertises good NPS values. In Germany, public NPS values ​​for real NPS benchmarking are in short supply.

Importance of Net Promoter Score

Regardless of whether you can currently compare your NPS via NPS benchmark or not, obtaining data to determine the Net Promoter Score is extremely important for companies. Studies have confirmed a close connection between NPS and a company's sales growth. Every company should therefore make sure to constantly measure and improve its own NPS value.

1:1 live online presentation:
Determine NPS with CX software from QuestionPro

We would be happy to show you in a 1:1 live online meeting how you can use QuestionPro's CX software to quickly and easily determine the Net Promoter Score and how to carry out internal NPS benchmarks.

Make an individual appointment now.



Do you have questions about NPS benchmarks?

Simply contact us using the contact form. We look forward to the dialogue!


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