Bain & Co, the creators of the Net Promoter Score system, suggest that an NPS above 0 is ‘good’, above 20 is considered ‘favourable’, above 50 is excellent, and above 80 is world-class. The higher your NPS is, the more likely it is that your customer referrals will convert into new leads, which generates more revenue for your company.
With that in mind, as a rule, you should aim for an average NPS of 30 or higher, to have confidence that your customers are more loyal than not.
→ Tourism experience: 65
→ Accommodation: 40
→ Digital marketing agency: 57
→ Professional services: 56
→ Healthcare: 38
→ Niche competition
If you operate in a niche market, you’re likely providing a service that meets the exact needs of your customers.
→ Customer tolerance
...Or how much their day to day depends on it. The easiest way to increase the tolerance level for your company is to transform the customer experience by providing more customer touch points, greater transparency, and easier accessibility.
→ Expectation level
Tourism experiences, such as skydiving, are a standout when it comes to NPS scores. When we discussed this with sky diving operators they described that their experiences are often ‘once in a lifetime’ opportunities, and because of this, their customers have no reference or expectations, making it easy to rave about afterwards.
In comparison, internet providers and banks are commonly at the bottom of NPS industry scores, in large part because their customers have strong expectations of service level, meaning it’s difficult to exceed yet very easy to not to meet.
→ Regions & Demographics
In the United States, they have a more positive outlook on experiences meaning it’s far more common to see higher NPS scores. British people tend towards being more neutral in their outlook, while Asian countries tend to be even more conservative. Australia and New Zealand are generally positive, however, reserve perfect scores (10/10) for truly exceptional experiences.
Data sourced from Yonder, Retently, Qualtrics.
