What is a good Net Promoter Score?
Although it can be quite appealing to ask “what is a good NPS score?” and then try to beat it, this can sometimes be misleading or unobtainable. A "good" Net Promoter Score (NPS) can vary depending on the industry and context. Bearing all that in mind lets look at some general benchmarks.
General Benchmarks:
Negative NPS (<0): Indicates that a company has more detractors than promoters, signalling potential issues with customer satisfaction.
Positive NPS (0-30): This range is considered average. It indicates a relatively balanced level of satisfaction with more promoters than detractors but also a significant number of passive or detractor customers.
Good NPS (30-50): Scores in this range are generally seen as good, showing that a company has a strong base of promoters who are likely to recommend the product or service.
Excellent NPS (50-70): Scores in this range are excellent. They indicate high customer loyalty and satisfaction, with a large proportion of customers being promoters.
World-Class NPS (>70): Scores above 70 are exceptional and indicate a very high level of customer satisfaction and loyalty. Companies with such scores are typically leaders in their industry.
Industry-Specific Benchmarks:
Different industries have different average NPS scores, so it's helpful to compare your score to industry norms. Here are some approximate benchmarks for various industries: (are these benchmarks of a good score or an average score?)
Telecommunications: 10-30
Technology: 20-50
Healthcare: 30-40
Retail: 35-45
E-commerce: 30-50
Financial Services: 30-50
Hospitality: 40-60
As you can see, what might be a “good” NPS score in one industry might be unheard of in another industry. Industry and competitor comparisons will usually bear more fruit and be more enlightening than a straightforward “what’s a good NPS score?”.
Try to think of NPS as a tool to help achieve your ultimate goals, rather than the goal itself. One way you can use NPS to help achieve your goals is as a data point when plotting trends. Use it to compare your company’s performance internally, but also externally against industry competitors.
NPS is a useful metric and can be used to great benefit by many companies and organisations. If you’re interested in getting started with NPS, get in touch for a free informal chat about how NPS can help you and your organisation improve.
And if you want to calculate your NPS score yourself, have a look at “Getting Started with NPS”.
