Winners & Sinners
Winners & Sinners by Industry
The "winner" is the company within an industry with the highest percentage of promoters. The "sinner" is the company with the highest percentage of detractors. (The winners will often have the highest Net Promoter Score (NPS) and sinners the lowest, but not always.) To grow, a company must increase the percentage of promoters and decrease the percentage of detractors - two distinct processes that must be thoughtfully managed. The following winners and sinners by industry within the U.S. and U.K. are drawn from the appendix of Fred Reichheld's The Ultimate Question.
| Winners: Highest % Promoter |
Sinners: Highest % Detractor | |||
| Airlines | 60% | Southwest | 34% | Northwest |
| Rental Car | 53% | Enterprise | 28% 28% |
Avis Dollar |
| Car Brands | 74% | Saturn | 49% | Mercury |
| Full Service Brokerage | 64% | AG Edwards | 36% | Merrill Lynch |
| Retail Banks | 66% | Commerce Bank | 45% | KeyBank |
| Cell Phones | 42% | SBC | 56% | Quest/US West MCI-WorldCom |
| Credit Cards | 94% | USAA | 55% | Providian |
| Wintel PC's | 62% | Dell | 33% | Acer |
| Health Insurance | 47% | AFLAC | 60% | Health Net |
| Life Insurance | 72% | USAA | 49% | Aetna CIGNA |
| P&C Insurance | 83% | USAA | 40% | CNA |
| Shipping/Delivery | 66% | FedEx | 22% | Airborne |
| Department Stores* | 59% | Target | 55% | Macy's |
| DIY Stores* | 70% | True Value | 50% | Ace |
| Drug Stores* | 55% | Walgreen's | 54% | Osco |
| Grocery Stores* | 81% | Costco | 28% | Safeway |
Source: The Net Promoter Database built by Satmetrix Q1
2001 - Q1 2005;
* represents data from Bain-sponsored survey performed in Q4 2004.
