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Net Promoter® News: Apple AirPods, NPS Benchmarking & RentReporters

Apple’s AirPods hit NPS® of 75

In a spectacular event last september, Apple unveiled their latest groundbreaking product and features. Among many were their wireless headphones Apple now calls AirPods. The AirPods put an end to the endless unraveling of wire headphones and offered a more effortless music/communication Apple experience.

Apple AirPods NPSWhile Appe’s AirPods may be hard to come by, customers who have gotten their hands on them seem to love them and refer them to their friends and colleagues. A recent study unveiled that customers who have purchased Apple Airpods are extremely satisfied with the wire-free earbuds. According to the findings, 98% of Airpods owners were either satisfied or very satisfied and 82% replied they were very satisfied (See image below.). Such overall customer satisfaction levels have set the record for a new product from Apple. For comparison, when the iPhone first appeared on the market in 2007, it recorded a 92% customer satisfaction level and the Apple Watch in 2015 had 97%.

[caption id="attachment_20613" align="aligncenter" width="631"]Apple AirPods NPS Apple AirPods Customer Satisfaction[/caption]

When conducting the study, experts also used the Net Promoter® Score question when surveying consumers. While NPS is considered as a measure of customer satisfaction and loyalty, it is also the result of factors like corporate communication, delivering on promises and expectation setting. As such, NPS can then reveal a lot of valuable insights for businesses such as the level of customer retention and correlation to revenue growth.

Apple’s Net Promoter Score for AirPods has come back as 75.  Such an NPS is extremely positive especially taking into account the product's recent entry into the market. Additionally, experts conducting the study have observed that most Apple AirPod owners fall into the early adopter category. However, compared to Amazon Echo and Google Home, AirPods' early adopters are more satisfied with the product and more inclined to recommend it to other potential customers. As such, Apple is building a strong base of promoters who can bring in new business.

As can be seen from the graph below, Apple Airpods customers list "Time it takes to charge AirPods", "Comfort" and "Security" among the many reasons why they are satisfied with the product.

[caption id="attachment_20614" align="aligncenter" width="628"]Apple AirPods Customer Satisfaction Apple AirPods Customer Satisfaction[/caption]

We used a standard benchmark question called a Net Promoter Score, which ranks a consumer's willingness to recommend the product to others. This ranking is on a scale of 0 to 10 with 10 being extremely likely to recommend and 0 being not likely at all to recommend. It was this number that surprised me. Apple's Net Promoter Score for AirPods came back as 75. To put that into context, the iPhone's NPS number is 72. Product and NPS specialists will tell you anything above 50 is excellent and anything above 70 is world class. - Experian experts

Make sure you know NPS Benchmarking inside-out

When it comes to NPS news, one article caught our attention in particular. And we loved it as we have been preaching about this for ages. CCXP expert, Ian Golding recently wrote an article about the importance of taking caution when doing CX & NPS benchmarking. We have written about this in the past multiple times. Even our CEO, Adam Dorrell put it into words - be careful when you do NPS benchmarking and make sure you discuss it with experts!

"My Net Promoter Score is 45, what’s our competitors' NPS?" is the question Ian Golding and CustomerGauge keep hearing from businesses. We believe such a question can be detrimental to a business' success with their NPS program. Focusing solely on NPS benchmarking with competitors also shows that businesses who have implemented the NPS program, do not fully understand it.

Here's our thought on this. Next time you want to do NPS benchmarking with your biggest competitor or favourite brand, remember that business models in multiple industries are not always alike. High scoring companies like Tesla and Southwest have a completely different audience than for instance another NPS gold medalist like USAA, who work with a limited customer set (military personnel).

As the community manager of - a community created by CustomerGauge with the aim of spreading awareness on benchmarking best practices, I often get asked questions on the topic. Such questions include: "How can I reach Tesla's NPS of 97?", "Benchmarking to our competitors is vital to our business, what is the NPS score of "x"?". While collects over 10,000 NPS scores of companies, including Fortune 500 ones, I always challenge our community members with the following:

  • You may not know how those benchmarks were constructed
  • NPS can vary greatly based on a wide variety of factors aside from industry
  • How your survey is constructed can cause variations in your NPS score
  • It’s hard to verify the accuracy of many benchmarks
  • Do you know how your competitor's NPS was even calculated?
  • What about the sample size and response rate?

Here's our CEO's advice: Don’t aim for benchmarking yourself against other businesses – that’s the best way to become mediocre. Benchmark internally, take best practice from segments within your business and then understand the differences to better track your NPS improvement.

If you'd like to learn more about NPS benchmarking best practices, make sure you sign-up to com email newsletter.

P.S. We also did an interview with Ian Golding if you'd like to learn more about what he advises businesses on NPS. Click here to read it.

RentReporters Gets an Net Promoter Score of 57

RentReporters, a leading rental history reporting company, recently announced it has received top marks from its customers, obtaining a high-ranking Net Promoter Score (NPS) of 57. As part of the company's strong commitment and attention to customer service excellence and high quality of its offerings, RentReporters conducted a customer survey in April 2017. The survey included the ultimate NPS question - "How likely are you to recommend RentReporters to your friends, family or business associates?”. Analysing the survey responses and NPS result will help RentReporters drill-down to which part of their business offering bring most value and customer satisfaction.

"Delivering the best service and experience to customers are the top priorities for RentReporters," said Cynthia Kim, VP, Customer Happiness and Education. "The great response we've received from our customers in terms of the number of word of mouth referrals and receiving this high NPS score validates our efforts and the power of our product."

Final words

Want to become part of the biggest NPS news this year? CustomerGauge has partnered with MIT CISR to conduct the largest CX & NPS Benchmarking survey ever!

For our 2017 NPS and CX Benchmark Survey, we encourage all to participate so together we can advance best practices in Net Promoter and customer experience. 

If you’d like to participate in this year’s survey, click below! It’s anonymous!

NPS and CX Benchmark survey

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