Satmetrix publishes 2015 NPS benchmarks

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By: Wise Marketer Staff |

Posted on April 27, 2015

Satmetrix publishes 2015 NPS benchmarks

Satmetrix has published its 2015 Net Promoter Industry Benchmarks, revealing that the existing leaders in 8 of the 22 industry sectors have changed since the 2014 report.

Netflix, which was second a year ago to Pandora, moved to the top spot in the Online Entertainment category. Also of note, 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.

JetBlue soared to new heights in the Airlines sector, supplanting last year's winner Southwest Airlines. The Apple iPad/iPad mini finished first for Tablet Computers and Ritz Carlton won for Hotels, overtaking Westin.

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.  
  • BlackBerry showed the largest overall NPS increase in this year's study. While many analysts had left this company for dead, BlackBerry received high grades from customers based on the improved quality of its viewing screen and appears to be on the rebound in the smartphone sector.  
  • Despite owning the lowest company reputation score in the Software & Apps sector, Uber customers like the service and would likely recommend it to a friend.  
  • Regardless of the bad press it has received, Uber still managed to place second in the category benchmark.  
  • Even though CEO Dave Barger stepped down last month, JetBlue has risen to new levels to take the top Airlines spot. For JetBlue, it's all about the customer experience and it seems to be paying off. It has introduced a premium service equipped with private cabins, the longest beds in the U.S. domestic market and a new menu. Plus, it offers passengers complimentary entertainment, beverages and snacks. Meanwhile, Southwest Airlines - last year's leader, slipped to third.

Brendan Rocks, head of data science at Satmetrix, concluded: "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."

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.

Consumers also rated each brand on various aspects of customer experience, including product or service features, customer service and overall value, enabling Satmetrix to identify the key drivers of loyalty and recommendation.

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