Net Promoter News: 2014 US Net Promoter Benchmarks at a Glance

Written by Rhys Wesley

US Net Promoter Benchmarks: A Topline View

Following the question What is a “good” Net Promoter Score?, benchmarks are one of the most popular Net Promoter-related topics that people ask about.

So for a quick topline view of how major US businesses are performing, we have published the below list of current scores and a few key points of interest.* The list offers a broad view of how industries and companies compare to one another, and is useful as a very loose point of comparison if you are in a related field – but please note that when comparing your performance to any of these businesses there are a number of factors that can affect the score.

Headline Stats

Before we get right into it, some of the most interesting points of this year’s findings include:

  1. In the financial services sector, 19 of the 22 banks represented showed increased scores compared to 2013. Bank of America increased its NPS by 20 points, and Discover ended perennial Net Promoter leader American Express’s six-year run as leader in the credit card category.
  2. Banks (+81 for leader USAA and -14 for HSBC) and Hotels (+59 for Westin compared to -15 for Hotel 6) had the widest score spread of any categories.
  3. Amazon investors will be happy to see that in the online shopping category, Amazon.com led the pack for the fifth year in a row with a score of +64, ahead of its wholly owned subsidiary, Zappos.com, which came in second place.

And without further ado, scroll down to see benchmark scores (in most cases, leading and trailing) in the following industries:

  • Financial Services (Banks and Credit cards)
  • Insurance (Automotive, Health, and Life)
  • Technology (Tablets, Laptops, and Smartphones)
  • Online Services (Entertainment and Online Shopping)
  • Travel & Hospitality (Airlines, Travel websites, and Hotels)
  • Communications (Cable, Mobile and Internet)

Financial Services

Banks

Position Company Score
Leading  USAA  +81
Second  SunTrust  +45
Trailing  HSBC  -14

 

Credit Cards

Position Company Score
Leading  Discover  +52
Second  American Express  +45
Trailing  CitiGroup  +18

 

Insurance

Automotive

Position Company Score
Leading  USAA  +81
Improving  State Farm  +60
Trailing Travelers +28

Life

Position Company Score
Leading  State Farm  +45
Second  New York Life  +35
Trailing  Liberty Mutual  +14

Health

Position Company Score
Leading  Kaiser Permanente  +40
Second  Humana  +32

Technology

Tablets

Position Company Score
Leading  Apple  +66
Second  Kindle  +59
Trailing  Acer  +28

Laptops

Position Company Score
Leading  Apple  +72
Second  HP  +46

Smartphones

Position Company Score
Leading  Apple  +67
Second  Samsung  +54

Online Services

Entertainment

Position Company Score
Leading  Pandora  +56
Second  Netflix  +54
Trailing  Blockbuster on Demand  +11

Online Shopping

Position Company Score
Leading  Amazon.com  +64
Second  Zappos.com  +60
Trailing  Google Shopping  +19

Travel & Hospitality

Airlines

Position Company Score
Leading  Southwest  +62
Trailing  US Airways  -8

Travel website

Position Company Score
Leading  TripAdvisor  +46
Improving  Hotels.com  +36
Trailing  Orbitz  +20

Hotels

Position Company Score
Leading  Westin  +59
Trailing  Motel 6  -15

Communications

Cable/satellite TV service

Position Company Score
Leading  DirecTV  +34
Trailing  ComCast  -3
Trailing  Time Warner Cable  -5

Mobile service provider

Position Company Score
Leading  TracFone  +39
Second  Cricket  +34
Trailing  Sprint  +5

Internet service provider

Position Company Score
Leading  Brighthouse Networks  +20
 Trailing  Medicacom  -22

 

Open-sourced NPS Benchmark website:

As of October 7th, 2014, we have launched the first publicly available and open-sourced Net Promoter Score® benchmark website.

If you want to learn more, check it out: www.npsbenchmarks.com

 

Receive upcoming Net Promoter benchmarks
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*Source: Net Promoter Industry Benchmarks, SatMetrix

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Written by Rhys Wesley

Rhys is writing about Net Promoter Score since the start of CustomerGauge. Besides Customer Experience articles he also has written two English-language guidebooks for the China market, and can speak Mandarin at an intermediate level.

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