2021 B2C NPS Benchmarks
1. Study Overview
Net Promoter Score®, or NPS®, has a 18-year track record as a proven leading indicator of revenue growth. It is widely acknowledged as the most effective overall metric for managing customer experience. As a measure of loyalty to brand and of the overall experience customers have with a company, NPS offers a simple, powerful metric proven to correlate with economic outcomes. For that reason, it’s the best metric to anchor comprehensive efforts to improve the customer experience and therefore the bottom line.
When combined with a comprehensive analysis of the drivers of the customer relationship and of various customer touch points, NPS provides unparalleled insight. Companies can use an understanding of their NPS and related customer experience metrics to drive long-term and strategic planning and to demonstrate the effectiveness of their customer experience improvements over time.
A benchmark across competitive companies and industries, NPS provides insight into relative company performance and variations in customer experience. NICE Satmetrix reports, presented here, include information about the attributes that drive customer loyalty, so that you can look beyond the score itself into the factors that influence the customer experience. NPS benchmarks give you a critical tool for evaluating your own company’s performance in the competitive landscape.
The NPS Calculation
The Net Promoter Score calculation itself is simple. Customers are asked one 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 NPS, subtract the percentage of Detractors from the percentage of Promoters.
The behavior of Promoters, Passives, and Detractors differs greatly, and those differences drive economic outcomes. For example, Promoters purchase more and do so more often. They also cost less to serve and provide a rich source or referral business. Detractors, on the other hand, purchase less and often damage your company image with negative word of mouth; they are also more expensive to serve. Changing the proportions of Promoters, Passives, and Detractors, therefore, drives material differences in your business.
About the 2021 NICE Satmetrix Net Promoter Benchmarks
Data for the 2021 US Consumer NPS Benchmark was collected during March and April 2021 using an opt-in email survey. This year’s study includes more than 65,000 brand ratings for nearly 221 brands in 23 different industry sectors. The database includes brands for which 100 or more responses were received regarding the company’s products and/or services. The entire database includes 9 years of data with 598,620 brand ratings.
The Net Promoter Score was jointly developed by NICE Satmetrix and Fred Reichheld based on research using three years of data. Results were first published in 2003. Net Promoter Score, Net Promoter, and NPS are trademarks of NICE Satmetrix Systems, Inc., Bain and Company, Inc., and Fred Reichheld.
For more information on Net Promoter and the data collection methodology, please refer to the Appendix.
2. Interactive Charts
This section features historical and current-year customer experience performance benchmarks for the both entire industry and for individual companies. Use the interactive chart to see which companies top the charts for NPS, Customer Satisfaction, and other industry-level metrics.
2.1 Net Promoter Score (NPS) Performance
Benchmark NPS performance relative to peers for the current year, across time periods, or by a handful of other demographic categories (e.g. age, customer tenure, average spend). Furthermore, the interactive chart features are designed to help you understand statistically significant improvements in NPS performance for your company, using 95% confidence intervals.
2.1.1. Historical NPS Performance – Aggregate
Tip: Click on any of the dots to see whether performance is significantly higher or lower across time.
2.1.3. NPS by Age
Tip: Drill down twice on the stacked bars to see NPS for a particular age group at the company level during the timeframe specified.
2.1.4. NPS by Tenure
2.1.5. NPS by Spend
2.2 Customer Satisfaction Performance
Get critical insights on the latest trends in customer satisfaction performance for the Travel Websites industry.
This section features comprehensive benchmarks on customer journey attributes common to all industries and attributes specific to the Travel Websites industry. We asked customers to rate their satisfaction with each attribute using a 0-to-10 point scale, where 0 represents not at all satisfied, 5 represents neutral, and 10 represents extremely satisfied.
Furthermore, we evaluated the relative impact of each customer journey attribute by analyzing the correlation between its customer satisfaction score and ‘Likelihood to Recommend’. This analysis can be found in a separate tab on the right of your browser and should be used to help prioritize company initiatives.
How to Interpret the Driver Charts
Use this chart to prioritize performance improvement initiatives.
This chart represents the association between customer satisfaction (explanatory variable, plotted along the x-axis) and the correlation coefficient between customer satisfaction and ‘Likelihood to Recommend’ (response variable, plotted along the y-axis). The correlation coefficient measures the strength of association between the two variables and ranges from -1 to +1, where the strength increases the closer the coefficient is to either end of the spectrum (i.e. -1 and +1).
An attribute’s relative position on the chart indicates one of four actions (clockwise from top left):
- Prioritize (top left) – Attributes in this quadrant represent immediate priorities based on their relatively high impact on ‘Likelihood to Recommend’ and low customer satisfaction scores.
- Leverage (top right) – Attributes in this quadrant can be exploited to drive greater customer loyalty given their relatively high scores in both ‘Likelihood to Recommend’ and customer satisfaction.
- Maintain (bottom right) – Attributes in this quadrant should be maintained at current performance levels given the relative positioning on ‘Likelihood to Recommend’ and customer satisfaction.
- Improve (bottom left) – Attributes in this quadrant should be viewed as the lowest priorities given their relatively low positioning in both ‘Likelihood to Recommend’ and customer satisfaction.
Each dot represents a specific attribute and the color of the dot indicates a satisfaction level based on average satisfaction scores.
- Dissatisfied (Red): Average satisfaction is less than 5
- Neutral (Yellow): Average satisfaction is greater than or equal to 5 and less than or equal to 8.5
- Satisfied (Green): Average satisfaction is greater than 8.5
- Insufficient Data (Gray): Fewer than 25 respondents answered this question. We recommend waiting until you have more data before drawing conclusions from this data point.
2.2.2. Drivers of Likelihood to Recommend
Tip: Hover over the dots to see specific values for correlation, average satisfaction and sample size. You may also use the table to sort on any of these values.
2.2.4. Industry-Specific Drivers of Likelihood to Recommend
Tip: Hover over the dots to see specific values for correlation, average satisfaction and sample size. You may also use the table to sort on any of these values.
2.3 Word Cloud
This chart is valuable for uncovering emerging trends consumers may be talking about. It lists the most frequently used words by consumers in response to the question “What is the primary reason for the recommendation score you just gave?” The most frequently used words are displayed in larger text.
2.3.1. Promoter Word Cloud
Tip: Click on the funnel icon at the top left to filter on your company of choice.
2.3.2. Detractor Word Cloud
Tip: Click on the funnel icon at the top left to filter on your company of choice.
3.1 Data Collection Methodology
The NICE Satmetrix Net Promoter benchmark database is populated with valid, statistically meaningful data that companies can use to compare their performance against others within and across industry sectors.
Data is collected through an opt-in email survey sent to US consumers 18 and over who had previously indicated interest in participating in similar studies. An email invitation explains the purpose of the survey, offers an incentive to participate, and provides a link that allows individuals to complete the survey online. Research for the 2021 study was conducted during March and April of 2021.
All respondents are familiar with the products and services that are the subject of the survey. Respondent screening and qualification is based on two levels of questioning. Examples of the screening questions are shown below:
- Respondents are presented with a list of sectors within the industry, and are then asked to “Please select all the sectors with which you have had significant experience as a customer within the past year.” Respondents who select a sector then move to the final stage of qualification for brands within that sector.
- For the majority of sectors in this study, respondents have a primary provider. The question asked is: “Which of the following companies have you had the most experience with as a personal customer in the past year? If you cannot find your provider, then select ‘Other’ and enter the company name in the space provided.” If a respondent selects one of the brands from our pre-defined list, they qualify.
- Multiple Providers: For certain sectors (Airlines, Drug Stores/Pharmacies, Grocery/Supermarkets, Hotels, Online Entertainment, Online Shopping, Software & Apps, and Travel Websites) consumers might reasonably have more than one significant commercial relationship. In these cases, the question asked is “Which of the following companies have you used in the past year? If you cannot find your provider, then select ’Other’ and enter the company name in the space provided.” If a respondent selects one or more of the brands from our pre-defined list, they qualify.
Results are compiled shortly after each study’s completion.
3.2 Internal vs. External Net Promoter Data Collection
There is a difference between internal Net Promoter data (i.e., Net Promoter data collected by a company canvassing its current customer base) and external Net Promoter data (i.e., Net Promoter data collected by a third party using third party respondents). The expected difference results from varying respondent samples.
Internally collected Net Promoter data is generated through a process by which companies measure customer experience with the goal of improving loyalty and Net Promoter Scores. Respondents in the sample come from the company’s current customer base. Data, including Net Promoter Scores, are used within the company to understand how teams, regions, products, business units, and market segments are performing, and to drive closed- loop follow up action and customer experience improvements.
External data, as provided in this report, provide a snapshot of each company’s market reputation for comparative purposes. Respondents in the sample include consumers who have purchased from the company within the past year, which may include current customers as well as recent customers.
3.3 About 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, NICE Satmetrix, 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 18 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.
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.
Copy of Data License Terms and Conditions
THE DATA REFERENCED IN THIS DOCUMENT IS LICENSED ONLY TO THE ORIGINAL PURCHASER OF THE LICENSE SOLELY FOR THE INTERNAL USE OF THE PURCHASER’S COMPANY, subject to the terms and conditions reproduced below. If you are not the original purchaser of the license, you should familiarize yourself with these terms and conditions and ensure that an appropriate license has been purchased for use by your company.
THIS IS A LICENSE AGREEMENT (“AGREEMENT”) BETWEEN SATMETRIX SYSTEMS, INC. (“SATMETRIX”) AND THE ENTITY (“LICENSEE” OR “YOU”) WHO WISHES TO ACCESS OR DOWNLOAD SATMETRIX PROPRIETARY DATA PRODUCT(S) AND ASSOCIATED DOCUMENTATION (THE “DATA”). THIS AGREEMENT GOVERNS LICENSEE’S USE OF THE DATA. SATMETRIX IS WILLING TO GRANT LICENSEE THE FOLLOWING LICENSE TO USE THE DATA ONLY ON THE CONDITION THAT LICENSEE ACCEPT ALL TERMS IN THIS AGREEMENT.
“Intellectual Property Rights” means worldwide patents, copyrights, trademarks, service marks, trade names, domain name rights, know-how and other trade secret rights, and all other intellectual property rights and similar forms of protection. “Licensee Conclusions” means the results of Licensee’s use of the Data for the Permitted Purpose (as defined below). “Permitted Purpose” means generating analysis, results, and conclusions based on the Data, solely for Licensee’s internal business purposes and not for the provision of the Data to any third party for commercial purposes. “Reporting Website” means Satmetrix’s online reporting website from which the Data may be accessed or downloaded. “User” means Licensee’s employees, consultants, contractors, or agents who are authorized to access the Reporting Website and have been supplied user IDs and passwords by Satmetrix.
2. LICENSE GRANT
Subject to the terms and conditions of this Agreement, Satmetrix hereby grants to Licensee a non-exclusive, non-transferable, non-sublicenseable license to use, modify and create derivative works of the Data internally, solely for the Permitted Purposes. Licensee agrees, represents, and warrants to Satmetrix, both during and after the term of this Agreement, that: (a) Licensee will not disclose, disseminate, reproduce or publish any portion of the Reporting Website or Data except internally for the Permitted Purposes (including without limitation any derivative work or modification permitted by Section 1); (b) Licensee will not permit any parent, subsidiary, affiliated entity or other third party to use the Data or any portion thereof other than as expressly authorized in this Agreement, or with Satmetrix’s prior written consent on a case-by-case basis; (c) Licensee’s use of the Data, including for the Permitted Purposes, will not violate any agreement to which Licensee is a party; (d) Licensee will not use, merge, commingle or mix the Data or any portion thereof with other data from any other source without prior written notice to Satmetrix which must be obtained on a case-by-case basis; (e) Licensee will not use the Data for any purpose that (i) infringes any third party’s copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy; (ii) violates any law, statute, ordinance or regulation (including without limitation the laws and regulations governing unfair competition, anti-discrimination or false advertising); or (iii) is defamatory, trade libelous, unlawfully threatening or unlawfully harassing; and (f) Licensee will not transfer, publish, or distribute the Data to any third party without Satmetrix’s prior written consent, which must be obtained on a case-by-case basis.
Licensee will abide by all applicable laws and regulations in connection with use of the Reporting Website and Data. Licensee will be responsible for any and all access to and use of the Reporting Website and/or Data by any actual or purported User. Licensee acknowledges and agrees that Satmetrix makes no representations or warranties about the impact of Licensee’s use of the Licensee Conclusions or Licensee’s business decisions, whether based on the Licensee Conclusions or otherwise. The use of the Licensee Conclusions and the information contained therein, are intended to serve as a supplement to, and not a substitute for the knowledge, expertise, skill, and judgment of Licensee’s directors, officers, employees, agents, and advisors in connection with Licensee’s business decisions. Accordingly, Licensee, and not Satmetrix or Satmetrix’s directors, officers, employees, agents, or advisors, is solely liable for any Licensee Conclusions, and that Satmetrix bears no responsibility for Licensee Conclusions, nor will Satmetrix be liable to Licensee or to any third party claiming under or through Licensee, for any Licensee (or third party) business decisions, whether based on the Licensee Conclusions or otherwise. Licensee shall defend, indemnify, and hold Satmetrix harmless from and against any and all damages, expenses, costs (including reasonable attorneys’ fees and allocated costs of in-house counsel) and other liabilities arising from Licensee’s use of the Licensee Conclusions, or business decisions described in this paragraph.
Licensee acknowledges that Licensee’s access information, including User IDs and passwords of its Users, will be Licensee’s “key” to the Reporting Website and, accordingly, Licensee will be responsible for maintaining the confidentiality of such access information (including each User ID and password). Licensee will promptly: (i) notify Satmetrix of any unauthorized use of any password or account or any other known or suspected security breach; and (ii) report to Satmetrix and use reasonable efforts to stop any known or suspected copying or distribution of the Data. Licensee will not provide false identity information to gain unauthorized access to the Reporting Website.
4. INTELLECTUAL PROPERTY OWNERSHIP
Satmetrix owns all right, title and interest, includingrelated Intellectual Property Rights, in and to the Reporting Website, Data, and any related suggestions, enhancement requests, and feedback. Licensee agrees that the Satmetrix name and logo, the Net Promoter name and logo, and the Reporting Website-related product names are trademarks of Satmetrix or its licensors. Subject to the following, no license to such marks is granted. Licensee agrees that, where practicable, the first or more prominent use of a Satmetrix mark (including Net Promoter, NPS, and Net Promoter Score,) in a Licensee document or website will include the following attribution(s), as applicable: “Satmetrix is a trademark of Satmetrix Systems, Inc. Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain and Company, Inc., and Fred Reichheld.”
5. TERM; TERMINATION
This Agreement commences on the date of purchase or the first date on which Licensee accesses any portion of the Data (whichever occurs first) and, unless earlier terminated pursuant to this Agreement, will continue for one (1) year thereafter. This Agreement will automatically terminate upon Licensee’s breach of any provision set forth herein. Licensee may terminate this Agreement upon Satmetrix’s breach that remains uncured for thirty (30) days following notice from Licensee regarding such breach. Upon expiration or termination of this Agreement: (a) amounts owed to Satmetrix for the Data, and fees applicable to the duration of the terminated Data subscription, will be due and payable; (b) all subscriptions granted under this Agreement and Satmetrix’s obligation to provide the Reporting Website and Data, and Licensee’s right to access the Reporting Website, will terminate (however, Licensee’s right to access and use the Data that Licensee accessed prior to termination will survive, unless Satmetrix terminates this Agreement due to Licensee’s breach of Section 2); and (c) Sections 1, 2 (unless Satmetrix terminates this Agreement due to Licensee’s breach of Section 2), 4, 5 (regarding effect of termination), 6, 7, and 8 will survive.
6. REPRESENTATIONS AND WARRANTIES
Each party represents and warrants that it has the power and authority to enter into this Agreement. EXCEPT AS SET FORTH IN THIS SECTION 6, ALL OTHER REPRESENTATIONS AND WARRANTIES, EXPRESS, IMPLIED, AND STATUTORY, INCLUDING ANY IMPLIED WARRANTY OF MERCHANTABILITY, FITNESS FOR PARTICULAR PURPOSE, TITLE, OR NON-INFRINGEMENT OF THIRD PARTY RIGHTS, ARE HEREBY DISCLAIMED BY EACH PARTY TO THE MAXIMUM EXTENT PERMITTED BY APPLICABLE LAW. SATMETRIX’S PROVISION OF THE REPORTING WEBSITE MAY BE SUBJECT TO LIMITATIONS, DELAYS, AND OTHER PROBLEMS INHERENT IN THE USE OF THE INTERNET, PERSONAL COMPUTERS, AND ELECTRONIC COMMUNICATIONS. SATMETRIX IS NOT RESPONSIBLE FOR ANY DELAYS, DELIVERY FAILURES, OR OTHER DAMAGE RESULTING FROM SUCH PROBLEMS. IN ADDITION, SATMETRIX RESERVES THE RIGHT TO UPGRADE, CHANGE, ADD, OR MODIFY DATA AND/OR FEATURES OF THE REPORTING WEBSITE WITH OR WITHOUT NOTICE, AND WITHOUT PENALTY.
7. LIMITATION OF LIABILITY
EXCEPT FOR BREACH OF SECTION 2 AND ANY INDEMNIFICATION OBLIGATIONS SET FORTH HEREIN: (A) NEITHER PARTY’S AGGREGATE LIABILITY WILL EXCEED THE AMOUNTS PAID OR PAYABLE IN THE TWELVE (12) MONTHS PRIOR TO THE CLAIM; AND (B) NEITHER PARTY NOR ITS LICENSORS WILL BE LIABLE FOR INDIRECT, PUNITIVE, SPECIAL, EXEMPLARY, INCIDENTAL, CONSEQUENTIAL OR SIMILAR DAMAGES, INCLUDING LOSS OF DATA, REVENUE, PROFITS, OR USE, HEREUNDER, OR FOR ANY DATA OR CONTENT OBTAINED FROM OR THROUGH THE REPORTING WEBSITE, EVEN IF PREVIOUSLY ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. LICENSEE SHALL INDEMNIFY AND HOLD SATMETRIX HARMLESS FROM AND AGAINST ANY AND ALL DAMAGES, LOSSES, EXPENSES, COSTS (INCLUDING REASONABLE ATTORNEY’S FEES AND ALLOCATED COSTS OF IN-HOUSE COUNSEL) AND OTHER LIABILITIES INCURRED BY SATMETRIX ARISING OUT OF OR RELATING TO (A) BREACH OF THIS AGREEMENT BY LICENSEE; (B) LICENSEE’S USE OF THE DATA OR LICENSEE CONCLUSIONS; AND/OR (C) ANY VIOLATION BY LICENSEE OF APPLICABLE LAW OR THIRD PARTY RIGHTS.
Licensee may not assign this Agreement without Satmetrix’s prior written consent; any attempted assignment in breach of the foregoing will be void. This Agreement will be governed by California law without regard to conflicts of law provisions. Any claims arising out of or in connection with this Agreement will be subject to the exclusive jurisdiction of the courts in San Mateo County, California; each party irrevocably submits to the personal jurisdiction and venue of, and agrees to service of process issued or authorized by, such courts in any such action or proceeding. NEITHER THE UNITED NATIONS CONVENTION OF CONTRACTS FOR THE INTERNATIONAL SALE OF GOODS NOR THE UNIFORM COMPUTER INFORMATION TRANSACTIONS ACT WILL APPLY TO THIS AGREEMENT. The parties’ rights and remedies hereunder are cumulative. Licensee acknowledges that the Reporting Website and Data contain Satmetrix’s valuable trade secrets and proprietary information, that any breach of this Agreement relating thereto will constitute harm to Satmetrix for which monetary damages would be inadequate, and that injunctive relief is an appropriate remedy. No joint venture, partnership, employment, or agency relationship exists between Licensee and Satmetrix as a result of this Agreement. A party’s failure to enforce any provision in this Agreement will not constitute a waiver of such provision unless in writing. No modification hereof will be effective unless in writing and mutually executed. Headings are for reference purposes only and do not define, limit, construe or describe the scope or extent of such section. As used herein, “including” means “including but not limited to.” This Agreement comprises the entire agreement between Licensee and Satmetrix and supersedes all prior or contemporaneous discussions or agreements between the parties regarding its subject matter. Any preprinted terms on any Licensee ordering documents will have no effect on the terms of this Agreement and are hereby rejected.