BENCHMARKS

Telecommunications

2016 B2B Benchmarks

1. Net Promoter Score (NPS)


Net Promoter® is a proven loyalty metric central to methodology for using customer feedback to fuel profitable growth. Developed by Satmetrix, Bain & Company, and Fred Reichheld in 2003, the concept has since been embraced by leading companies worldwide as the standard for measuring and improving customer loyalty.

 

Net Promoter Score®, or NPS®, is a loyalty metric calculated by placing a company’s customers into three categories: Promoters, Passives, and Detractors. Customers are asked this key loyalty question: “How likely is it that you would recommend [Company X or Brand X] to a friend or colleague?” Customers respond using a 0-to-10 point rating scale, where 0 represents “not at all likely,” 5 represents “neutral,” and 10 represents “extremely likely” to recommend. Responses are categorized as follows:

 

  • Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
  • Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
  • Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

 

To calculate a company’s Net Promoter Score, take the percentage of customers who are Promoters and subtract the percentage who are Detractors. The resulting NPS, which can range from -100 to 100, provides insight on overall industry-level performance, as well as competitive position among companies within a given industry. By understanding attributes of the customer experience that influence the recommend score and NPS, companies can make improvements to product/service design and delivery to support profitable growth.

2. Study Overview

 

About the Satmetrix 2016 B2B NPS Benchmarks

 

The Satmetrix B2B NPS Benchmark reports use data collected directly from customers who participate in our normative research program. Data collection from participants is reported anonymously. The names of participating companies are not revealed.

 

Data across all of our reports has been drawn from the responses of 1,121,693 individuals in 51 countries, collected from calendar year 2015, and as reflected in the Overall 2016 B2B NPS Benchmark study.

 

The Telecommunications 2016 B2B NPS Benchmark study is drawn from the responses of 209,716 individuals.

 

These reports give you important insight into how performance varies by geography. Depending on available data, they include an overview of regional insights (including a Regional Overview, NAM, LATAM, EMEA, and APAC) as well as insights for individual countries within those regions. You can access each set of information from the “Performance by Region” section within the “Chapters” menu of each report in Satmetrix NPX. These will help you understand culturally driven differences as you set attainable goals for your business regions.

 

Charts in these reports are represented within a box plot format. A box plot is a standard way to display the distribution of data based on: Best in class (i.e. highest score), 25th percentile, 50th percentile (also known as median), 75th percentile, worst in class (i.e. lowest score), N companies, and median N respondents.

 

The individual companies included in each year’s study, as well as subsequent respondents and geographical units represented, depends on volume of NPX customers which meet our criteria for inclusion. This means that scores and geographical units represented may shift annually due to companies entering or leaving the cohort.

 

3. Performance by Region

3.1 Regional Overview

 

Description: NPS is presented for Overall, EMEA, and NAM.

 

Tip: Hover over the Box Plot to see the distribution of data within the geographical unit(s) represented.


3.2 NAM

 

Description: NPS is presented for NAM Overall and for United States.

 

Tip: Hover over the Box Plot to see the distribution of data within the geographical unit(s) represented.


3.3 LATAM

 

Description: Data does not exist for LATAM within this category.

 

Tip: We recommend selecting Regional Overview, EMEA or NAM for this industry within the “Chapters” menu within this report.

3.4 EMEA

 

Description: NPS is presented for EMEA Overall.

 

Tip: Hover over the Box Plot to see the distribution of data within the geographical unit(s) represented.


3.5 APAC

 

Description: Data does not exist for APAC within this category.

 

Tip: We recommend selecting Regional Overview, EMEA or NAM for this industry within the “Chapters” menu within this report.

4. Appendix

4.1 Differences from Market Research Panels

The 2016 Satmetrix B2B benchmarks are drawn from responses of 1,121,693 individuals, rating 79 companies, from 51 countries. This scale of coverage would not be possible with a traditional market research panel.

 

Unlike most B2B benchmarks, data for the Satmetrix B2B benchmarks are drawn directly from the data collection systems of participating Satmetrix customers’ internal Net Promoter programs. Because of this, there are important differences compared to a traditional study drawn from a B2B market research panel.

 

Advantages of This Approach

 

Response Authenticity

It is not possible for a B2B panel provider to be certain that respondents are real users of a particular product or service. Relevance to the relationship is typically self-reported. By contrast, respondents in the Satmetrix B2B benchmark study are drawn from participants’ own customer lists, and contain only those respondents with relevant experience and influence regarding the relationship, as determined by the participating company.

 

Reaching Decision Makers

While decision makers in high-value relationships have good reason to offer their vendors direct feedback via Net Promoter programs, they are not typically members of market research panels. In some cases they may be contractually prevented from disclosing views to a third-party research group. By only using data from participants’ own internal Net Promoter programs, the Satmetrix B2B benchmarks have much greater access to high-value respondents.

 

Sample Size & Cost

As participation in B2B market research panels is relatively uncommon, panels can often be exhausted before reaching a suitable sample size for a particular company. Expenses for incentives, research, and administration mean that an individual B2B response can often cost hundreds of dollars to solicit.

 

The 2016 Satmetrix B2B benchmarks are drawn from responses of 1,121,693 individuals, rating 79 companies, from 51 countries. This scale of coverage would not be possible with a traditional market research panel.

 

Disadvantages of This Approach

 

Industrial Coverage

As the companies included in this benchmark are a subset of Satmetrix’s customer base who participate in normative research, it is not possible to cover all industries for which there is demand, or to cover all industries with equal breadth and depth. As geographical coverage for some industries is not available, the “Overall” B2B benchmark is also provided, to allow purchasers to make geographical comparisons.

 

Companies Represented

The individual companies included each year’s study depends both upon Satmetrix’s customer base and their voluntary participation in normative research. This means that scores may shift annually due to companies entering or leaving the cohort.

4.2 Methodology

 

Data Preparation

 

Sample Criteria

Companies included in our sample must meet the following minimum criteria.

  • Is an active NPX customer, based in the US
  • Has agreed to participate in our normative research program
  • Has published a relationship survey and collected responses within calendar year 2015

 

Industry Classification

Companies’ industries are classified case by case using desk research. While classification systems such as Standard Industrial Classification (SIC) and the North American Industry Classification System (NAICS) are consulted where available, companies outside the United States often lack classification codes. The chosen approach allows Satmetrix to adjust the breadth of classification to offer the most specificity possible in areas where data is rich.

 

The High Tech B2B benchmark includes companies in either the Computer Hardware or Computer Software industries.

 

Geographic Classification & Display

The location of the respondent, not the place-of-business being rated, forms the basis for geographical classification used in these benchmarks. Where participating companies have reliable data on the location of their contacts, this is used to locate respondents. Where this is not available, respondents are geo-located via the IP address the response was sent from.

A description accompanies the default state of each chart for the countries or regions shown. At anytime you can filter the chart to refine the data represented. See filter icon top left of the chart.

Within the default view of each box plot chart is an “Overall” category. This column reflects data collected from the total volume of distinct companies within the industry represented. Country or region columns could include data from companies whose data is represented in multiple countries that match our display criteria.

 

Calculation & Compilation
  • For a particular geographical unit (e.g. a country), the NPS score is derived from responses within that geographical unit, across companies that meet the display criteria.
  • A 15 respondent minimum for a company is required for that country/region to display its data.
  • A minimum of 4 companies per country is required to display a country/region. As a result you may observe variance between data in overall charts and the data in country/region charts.
  • The NPS score and ranges reflected are derived from responses within the region and/or country displayed on default.
  • Summary statistics on the ranges of scores observed (across different companies) are presented as the benchmark.

4.3 Creating Custom Reports

 

Satmetrix is available to create custom benchmark reports, which may leverage existing data or original research. Contact us for information and pricing.

4.4. About NICE Satmetrix

 

NICE Satmetrix is the leading global provider of customer experience management software for companies who know that customer experience drives success. Our flagship product, Satmetrix NPX, delivers powerful, cost-effective customer experience management in a complete, always-on SaaS solution. The world’s most forward-thinking companies choose NICE Satmetrix to help them build and manage customer experience programs that deliver bottom-line results.
 
NICE Satmetrix had been advancing the field of customer experience through software, data, and expertise for more than 15 years. We co-created the Net Promoter Score®, the most respected measure of customer experience and only proven predictor of growth. We have spent the years since its introduction in 2003 refining and battle-testing best practices for improving the customer experience; our software puts our expertise into practice.
 
NICE Satmetrix draws on our ever-growing database of CX performance data – the world’s largest – to help guide the best practices built into our software and delivered through our customer success teams and our training courses.
 
We are a part of NICE (Nasdaq:NICE), the worldwide leading provider of both cloud and on-premises enterprise software solutions, helping organizations of all sizes deliver better customer service, ensure compliance, combat fraud and safeguard citizens. Over 25,000 organizations in more than 150 countries, including over 85 of the Fortune 100 companies, are using NICE solutions. For more about NICE, visit www.nice.com.

5. Legal

 

Trademarks

Satmetrix is a trademark of NICE Systems Inc.. Net Promoter Score, Net Promoter, and NPS are trademarks of NICE Systems, Inc., Bain and Company, Inc., and Fred Reichheld. All other trademarks are the property of their respective owners.

 

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