Net Promoter Score benchmarks: What is a good NPS?
- Although NPSs vary from one industry to another, an NPS ranging from 0 to 30 is generally considered good.
- Many factors can have an impact on your Net Promoter Score, including product quality, customer service and pricing strategies.
- Check out SurveyMonkey Benchmarks or keep reading to see where you stand compared to others in your industry.
The Net Promoter® Score (NPS) question is instrumental in revealing customer satisfaction and driving loyalty. As companies iterate their products and services, they can actively enhance their NPS.
However, not every industry has the same general benchmark. Understanding where your business lies within your industry will help your teams determine whether they could further improve their customer experience (CX).
Net Promoter Score: An overview
The Net Promoter Score, or NPS, measures customer satisfaction and loyalty to your brand. It determines how many customers will become brand ambassadors and encourages your business to grow through word of mouth. For such an important metric, measuring your NPS is a simple process.
Using our NPS survey template, you can create a powerful one-question survey to give you the necessary data.
NPS surveys ask:
- On a scale of 0 to 10, how likely is it that you would recommend this company to a friend or colleague?
Based on the selected number within the range, your respondents are assigned to one of three categories:
- Detractors, 0–6: Customers who are dissatisfied with your brand and are highly likely to churn and even leave a negative review.
- Passives, 7–8: Customers who are unlikely to recommend your business to friends and colleagues but have also had positive experiences with your brand.
- Promoters, 9–10: Customers who love your business and are highly likely to recommend you while continuing to support your brand.
If you use our NPS survey template, you’ll see that we’ve added a couple of clarifying questions to help you understand the reasoning behind respondents’ ratings:
- What changes could this company (insert your brand name) have made for you to give it a higher rating?
- What does this company (insert your brand name) do really well?
Although the answers to these questions will be enlightening, they do not factor into your NPS. It is advisable to include them so that you have a clear understanding of why respondents answered as they did. This qualitative data uncovers the ‘why?’ behind your NPS.
Related reading: Why use NPS?
How is your NPS calculated?
After collecting data from your NPS survey, you can use the following steps to calculate your NPS.
- Enter the responses from your NPS survey into a spreadsheet.
- Categorise responses into detractors, passives or promoters.
- Add up the total number of responses from each category.
- To get the percentage for each category, take the group total and divide it by the number of survey responses.
- Subtract the percentage total of detractors from the percentage total of promoters.
The number you’re left with is your NPS. Your score can range from -100 to 100.
For example, let’s suppose your NPS survey of 100 customers yielded the following results: 15 detractors (15%), 25 passive (25%) and 60 promoters (60%).
Your NPS calculation would be 60% - 15% = 45%. In this example, your Net Promoter Score is 45.
What is a good NPS?
According to SurveyMonkey benchmark data of over 150,000 organisations, the average NPS is 32 and the top 25% have an NPS of 72 or higher.
Also indicated in our global benchmarks is that:
- The bottom 25% have an NPS of 0 or lower.
- The median NPS is 44.
- The top 25% have an NPS of 72 or higher.
In general terms, here’s how to define your NPS:
- An NPS of -100–0 needs improvement.
- An NPS of 0–30 is good.
- An NPS of 30–70 is great.
- An NPS of 70–100 is excellent.
These statistics are for global organisations across multiple industries, which is interesting but not necessarily illuminating. You cannot determine your NPS’s meaning without the context of where it falls within your industry.
For some industries, 20 might be among the worst scores. For others, it might indicate you’re a market leader. However, generally, if your score is below zero, you have some work to do to earn customer loyalty.
Related reading: How to turn NPS detractors into promoters
NPS benchmarks by industry
As we mentioned earlier, your NPS should be evaluated based on the context of your industry. With that in mind, here are a few recent NPS benchmark average scores for a variety of business verticals. Bear in mind that scores can range from -100 to 100.
Related reading: Worldwide NPS revealed
Construction NPS benchmarks
The construction industry aims to build residential and commercial spaces worldwide. There is a significant difference between the upper- and lower-quartile NPSs.
Construction NPS benchmarks:
- Lower quartile: 40
- Median: 64
- Upper quartile: 81
The following factors could have an impact on the NPS of a company working in construction:
- Build quality: The final quality of a build and the overall quality of the workmanship
- Completion expectations: Whether or not a construction business finishes projects on budget and within time expectations
- Client communication: How clear and smooth communication with a construction company will affect client satisfaction
Consulting NPS benchmarks
The consulting industry aims to enhance professional services and organisations by offering expert advice, project management and guidance.
Consulting NPS benchmarks:
- Lower quartile: 42
- Median: 48
- Upper quartile: 72
The following factors could have an impact on the NPS of a consulting company:
- Industry knowledge: Whether or not a consulting firm has the specific expertise needed will affect the client’s level of satisfaction.
- Collaboration: The degree to which a consulting firm can collaborate with a business it is helping.
- Success: Whether or not the consulting firm could help their client achieve exactly what they had set out to do.
Education NPS benchmarks
The education sector provides opportunities to learn and grow in an academic atmosphere.
Education NPS benchmarks:
- Lower quartile: 38
- Median: 60
- Upper quartile: 75
The following factors could have an impact on the NPS of an educational company:
- Success rates: The number of graduating students could influence your overall cohort’s satisfaction.
- Quality of education: The diversity and depth of your educational syllabus will have an impact on satisfaction and NPSs.
- Facilities: Your supply of buildings or infrastructural systems will have an impact on educational NPSs.
Finance NPS benchmarks
The finance industry includes banks, investment firms and other businesses that aim to provide financial infrastructure to clients.
Finance NPS benchmarks:
- Lower quartile: 34
- Median: 59
- Upper quartile: 80
The following factors could have an impact on the NPS of a company working in finance:
- Products and services: The range and quality of a financial institution’s products and services.
- Trust: The transparency of your financial business will affect customer perceptions.
- Customer service: The efficacy of your customer support teams will influence how your financial customers rate you in an NPS survey.
Financial services NPS benchmarks
Financial services is a subsection of the finance industry that offers services related to finance. For example, wealth management businesses would fall under this category.
Financial services (excluding insurance) NPS benchmarks:
- Lower quartile: 35
- Median: 60
- Upper quartile: 78
The following factors could have an impact on the NPS of a financial services company:
- Performance: The return or result of a financial service will directly influence how your customers feel about working with your business.
- Expertise: The quality of the advice you can provide.
- Availability: Your company’s systems architecture and infrastructure and what you offer to customers will help or hinder NPS.
Government NPS benchmarks
Government organisations and agencies offer public services and support and platforms to interact with government bodies.
Government NPS benchmarks:
- Lower quartile: 38
- Median: 62
- Upper quartile: 80
The following factors could have an impact on the NPS of a government organisation:
- Efficiency: How quickly you offer services and resolve problems
- Range of services: The number of services you offer and how comprehensive they are
- Engagement: Whether or not you offer a range of social channels that people can use to contact you
Healthcare NPS benchmarks
The healthcare sector covers everything from hospitals to medical services and holistic healthcare businesses.
Healthcare NPS benchmarks:
- Lower quartile: 37
- Median: 62
- Upper quartile: 82
The following factors could have an impact on the NPS of a company working in healthcare:
- Patient experience: How well you treat your patients during their time in your facility will have a direct impact on NPS.
- Waiting periods: If customers have to wait a long time before receiving the medical support they’re seeking, this may have a negative impact on NPS.
- Quality of care: The medical treatment you provide and its degree of impact or helpfulness will influence NPSs.
Insurance NPS benchmarks
The insurance industry offers risk management and prevention solutions such as healthcare policies, life insurance and property insurance.
Insurance NPS benchmarks:
- Lower quartile: 36
- Median: 65
- Upper quartile: 86
The following factors could have an impact on the NPS of an insurance company:
- Policy coverage: The comprehensiveness of the policies that you offer
- Customer service: The availability of your teams to listen to and process claims
- Processing: The speed with which you process claims and reimburse customers
Media and entertainment NPS benchmarks
The media and entertainment industry includes everything from film and TV services to publishing houses and social media platforms.
Media and entertainment NPS benchmarks:
- Lower quartile: 31
- Median: 57
- Upper quartile: 77
The following factors could have an impact on the NPS of media and entertainment companies:
- Content selection: The range and quality of the content you offer your customers.
- Availability: Whether or not customers can access your content 24/7 without downtime will affect the level of satisfaction.
- Engagement: The extent to which you interact with your customers and provide support if needed.
Non-profits NPS benchmarks
Non-profit businesses support causes that relate to environmental, social or political issues. They offer education, advocacy and volunteer opportunities to get involved.
Non-profit NPS benchmarks:
- Lower quartile: 41
- Median: 63
- Upper quartile: 79
The following factors could have an impact on the NPS of a non-profit:
- Vision alignment: The extent to which someone feels aligned with the cause you are supporting or working towards.
- Transparency: Full honesty about where your funds and labour hours are going will increase your NPS.
- Experiences: The range of experiences or methods of supporting your non-profit that you offer.
Real estate NPS benchmarks
The real estate industry involves buying, selling, renting and managing commercial and residential properties.
Real estate NPS benchmarks:
- Lower quartile: 32
- Median: 58
- Upper quartile: 78
The following factors could have an impact on the NPS of an estate agency:
- Quality of property: The standards and quality of the properties you manage or sell.
- Sale or renting times: The total time it takes to close a deal once a customer is interested will influence satisfaction.
- Market knowledge: The degree to which your estate agents are knowledgeable about local and national sales markets.
Retailers NPS benchmarks
Retailers are all businesses that manage consumer products and sell them to consumers in supermarkets, shops or stores, or online.
Retail NPS benchmarks:
- Lower quartile: 36
- Median: 57
- Upper quartile: 74
The following factors could have an impact on the NPS of a retail company:
- Product selection: The number and general diversity of products you offer
- Pricing strategy: The pricing strategy you use and how it compares to other retailers in your sector
- Store experience: The customer experience when in your shops/stores or browsing online
Software and online services NPS benchmarks
The software and online services industry involves creating and distributing Software as a Service (SaaS) solutions to businesses and individual customers.
Software and online services NPS benchmarks:
- Lower quartile: 17
- Median: 44
- Upper quartile: 68
The following factors could have an impact on the NPS of a software company:
- User experience: How easy or difficult your software is to use will affect your overall NPSs.
- Customer support: Having available agents to listen to and resolve customer requests will improve your NPS.
- Product innovation: If you offer something useful that no one has ever offered before, you’ll have a high NPS.
Technology NPS benchmarks
The technology industry covers everything from the development of devices to support for tech services.
Technology NPS benchmarks:
- Lower quartile: 22
- Median: 50
- Upper quartile: 70
The following factors could have an impact on the NPS of a tech company:
- Reputation: The wider reputation of your brand and what it supports.
- Customer support quality: How knowledgeable your customer support teams are in helping customers resolve their problems.
- Product quality: Creating secure and long-lasting tech products will help improve NPSs.
Transportation and logistics NPS benchmarks
The transportation and logistics industry involves moving people and goods around the world by train, car, bus, plane, boat and other means.
Transport and logistics NPS benchmarks:
- Lower quartile: 20
- Median: 44
- Upper quartile: 67
The following factors could have an impact on the NPS of a company working in transport:
- Speed of arrival: The speed with which your company takes products or people from A to B.
- Cost effectiveness: How competitive your shipping or transport rates are compared to others in your industry.
- Communication: Clear and traceable methods to follow shipments in real time will enhance NPSs.
NPS benchmarks FAQs
- What is a good NPS?
- Why is benchmarking NPS important?
- How often should NPS be measured?
Improve your Net Promoter Score with SurveyMonkey
You’ll notice that Net Promoter Scores vary widely across industries. Visit SurveyMonkey Benchmarks for more detailed information about obtaining NPS data for your industry. NPS data is also available from companies or organisations. See how your competitors stack up!
Remember that Net Promoter Scores change over time. Use surveys to obtain key information that has an impact on your customers’ loyalty and put the data to good use.
Net Promoter, Net Promoter Score and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc. and Fred Reichheld.
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