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Satmetrix® Net Promoter® Benchmark Reports Latest Customer Loyalty Industry Leaders


Presented By: CrmXchange

Author: Brendan Rocks, Satmetrix,  Head of Data Science    

On March 31st Satmetrix released the 2015 Consumer Net Promoter Benchmarks. The reports rank more than 220 brands, such as industry leaders including Costco, USAA, Amazon.com, Apple and more across 22 U.S. industry sectors, including financial services, insurance, technology, online entertainment, retail stores, electronics, travel and hospitality, and telecommunications.    

The 2015 reports provide not only industry rankings based on Net Promoter Scores (NPS), but also include clear insights into which customer experiences drive loyalty, and are most critical to a company's success. What the findings reveal is that the Net Promoter leaders in their respective industries have positioned themselves to outpace the competition in the areas of increased customer retention and acquisition -- and ultimately in terms of bottom line growth.   

We surveyed more than 30,000 U.S. consumers nationwide who rated their experience with the primary brands they use. Consumers also rated each brand on various aspects of customer experience, including product or service features, customer service and overall value, enabling us to identify the key drivers of loyalty and recommendation.    


Our 10th annual Benchmark reports provide a detailed look at loyalty drivers tailored to each specific sector, providing a rich view for companies to examine key performance measures against their peers.   I’ve summarized some of the most interesting findings below   


Believe it or not, leaders in eight of the 22 industry sectors have changed since last year's report. Netflix, which was second a year ago to Pandora, moved to the top spot in the Online Entertainment category.    


Trader Joe's, which had led the Grocery/Supermarkets sector for four consecutive years until Wegman's rise to the top last year, returned as the category leader.   


The Telecommunications industry witnessed several shifts in this year's report as well. Verizon, which was runner-up to DirecTV last year in the Cable/Satellite TV Service sector, is this year's winner. Newcomer Boost Mobile replaced TracFone as the No. 1 loyalty leader for Cellular Phone Service while Verizon took over first place among Internet Service Providers, replacing Brighthouse Networks.     

BlackBerry showed the largest overall NPS increase in this year's study. While still at the bottom of the rankings, customers reported increased satisfaction with screen viewing, likely in response the to company's recent higher resolution models.        


Shake-up in the airlines sector this year, with recent leader Southwest's score falling sharply, and JetBlue's shooting up, and in to first place. Southwest saw significant declines for various measures around the flying experience, and value for money. JetBlue on the other hand increased satisfaction on measures around the buying experience. JetBlue's stock has been on a recent surge, with speculators attributing this in part to CEO Dave Barger stepping down - under pressure from investors for providing too many customer amenities. It will be interesting to see if JetBlue can maintain their #1 NPS in 2016 under new CEO Robin Hayes.   

Other highlights from the 2015 NPS Benchmark reports include:

Costco had the best overall NPS score at 79.

USAA continued its preeminence in three industry sectors

(home/contents insurance, auto insurance and banking) winning each category for the sixth straight year

Despite owning the lowest company reputation score in the Software & Apps sector, Uber customers like the service and would likely recommend it to others.  Regardless of the bad press it has received, Uber still managed to place second in the category benchmark.   

The Net Promoter Score, or NPS®, for each brand is based on customers' likelihood to recommend the company's product or service in the sector being rated. NPS is calculated as the percentage of customers who are promoters, rating the company 9 or 10 on a 0-10 point scale, minus the percentage who are detractors, rating 6 or lower.   

Complete results and commentary on the annual Net Promoter Benchmark study of more than 30,000 U.S. consumers are available for purchase from Satmetrix. Twenty-two reports, covering each of the sectors featured, are ready for download with analysis of time trends and the drivers that affect customer loyalty (raw data is also available) at: www.satmetrix.com/benchmarking.  Benchmark findings will also be discussed later this year at our Satmetrix's upcoming Customer Passion conference, June 4th-5th at the Hotel Del Coronado in San Diego, CA, For more information and to register, please visit: http://events.satmetrix.com/.   

NPS®, Net Promoter® and Net Promoter® Score are registered trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld.