Satmetrix® Net Promoter® Benchmark Reports Latest Customer Loyalty Industry Leaders
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
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
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
USAA continued its preeminence in three
insurance, auto insurance and banking) winning each category for the sixth
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.