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NPS® Benchmarks Survey Report

The Tactics and Results of NPS Leaders

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Consumer Brands NPS® Benchmarks

by Cvetilena Gocheva

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Want to know how Tesla Motors got an NPS of 97? Or why Starbucks is leading the fast food consumer brands NPS chart? How about why Apple’s MacBook’s NPS is 76 two years in a row? Today we will walk through the NPS achievements, CX strategies and best practices from the consumer brands industry.

Tesla Motors NPS = 97

Tesla NPS survey prototype

Tesla NPS survey prototype

Tesla Motors is the Californian automaker currently disrupting the automotive consumer brands industry with its futuristic self-driving cars. Chief Executive Elon Musk’s bold approach to cars, space exploration and clean energy further fuels people’s enthusiasm for Tesla. Along with enjoying a revenue of $2.7 billion for the first quarter of 2017, Tesla is also leading the automotive consumer brands NPS charts. Tesla Motors’ NPS sits at 97, sporting one of the highest customer loyalty scores across industries.

But how come Tesla has such a high number of promoters? Are Tesla’s customers that loyal and if so, why?

Reinventing the car buying experience

Tesla’s car buying experience has been designed in such a way that it makes customers come back for more. To start off, Tesla’s showrooms include coffee bars, internet stations with WiFi access, free international calls, and an open service bay through which technicians can be seen working on Tesla cars. Salesmen, called Customer Experience Specialists, are trained to ensure visitors enjoy a truly customer-centric car buying experience. The carmaker has also designed a digital car buying experience that is seamless and as easy as ordering products from Amazon.

The purchase experience (be it online or in store) is further enhanced by the delivery touchpoint – the car can be delivered to customers wherever they want. Once you are a Tesla customer, the company has also invested in delivering effortless customer support. For example, if customers have an issue related to their car’s software, Tesla’s engineers can update the car, at a distance, during the night and have the customer delighted the next day. That way customer do not need to go to a physical Tesla location to get their car fixed.

To top it off, Tesla is also known for not using third-party franchised auto dealers. Instead, the carmaker owns and operates showrooms where customers can test drive the product and can order a custom build from the Tesla factory through a customizer on site. According to Musk, the lowest percentage approval rating (86%) Tesla has received in public surveys is in regards to their direct sales approach, clearly indicating their approach is working great.

What about other brands in the automotive consumer brands industry?

Nissan Leaf NPS = 50

Honda NPS = 49

BMW NPS = 40

Ford NPS = 28

Apple’s MacBook and AirPods NPS

PCMag’s recent study on the U.S. consumer satisfaction and loyalty in the personal computer industry has revealed that Apple’s MacBook has topped the charts. PCMag’s survey showed that Apple MacBook has a strong promoter base, achieving an NPS of 76. The MacBook’s intuitive and enjoyable user experience, combined with Apple’s excellent customer support, have helped the product win customers’ hearts.

There’s an additional Apple product that has won the hearts of consumers — the Apple AirPods. A recent study revealed that Apple AirPods customers are extremely satisfied with the wire-free earbuds. According to their findings, 98% of Airpods owners were either satisfied or very satisfied and 82% replied they were very satisfied.
AirPods’ NPS currently sits at 75.  Such an NPS is extremely positive especially taking into account the product’s recent entry into the market. Additionally, experts conducting the study have observed that most Apple AirPod owners fall into the early adopter category. However, compared to Amazon Echo and Google Home, AirPods’ early adopters are more satisfied with the product and more inclined to recommend it to other potential customers. As such, Apple is building a strong base of promoters who can bring in new business.

Starbucks NPS = 77

The coffee giant, Starbucks, has topped the customer satisfaction and loyalty charts of the fast food industry for some time. The company knows how to keep its customers delighted and has built a huge fan base of promoters. Starbucks current NPS sits at 77. Our sister website, NPSBenchmarks.com has explored some of the key tactics that have helped Starbucks achieve such a score. Today, we will highlight one of them—listening to detractors.

Paying high attention to and taking action on feedback from detractors has become increasingly important for Starbucks since 2015. According to a study by the American Customer Satisfaction Index, in 2015 Starbucks’ satisfaction ranking fell 3% from the previous year, placing the company at #10 in the list of top 10 fast food chains. Starbucks used one of its customer feedback channels “My Starbucks Idea” to learn the reasons behind customer complaints.

The results? Starbucks quickly learned that many of its customers thought the brand moved too far away from its branded product line with the new breakfast menu.

“I’m not a fan of the new line. Their product has lost some of that freshness and flavor that it used to have.” – Starbucks customer feedback
“Feels too fancy,” says Pittsburgh customer Chris Lovett, “I just want a donut now and then.”

Customer dissatisfaction with the new breakfast menu had a big enough impact that Starbucks felt their customer loyalty was in jeopardy. As a result, the company decided to listen to its dissatisfied customers and bring back some beloved products from their old menu.

“We’ve got a few products that we are going to bring back from the old menu,” Troy Alstead, Chief Operating Officer for Seattle-based Starbucks, said in an interview. “Some customers missed a few things.”

Following improvements, Starbucks’ customer satisfaction index inched up 1% to 75 in 2016.

American customer satisfaction index scores of Starbucks in the United States from 2006 to 2016*

American customer satisfaction index scores of Starbucks in the United States from 2006 to 2016*

Here are more NPS scores from the fast-food industry:

KFC NPS = 53

Nando’s NPS = 32

McDonald’s NPS = -8

Final Thoughts

Remember, a brand’s NPS performance predicts loyalty outcomes and is clearly correlated to profit and growth. NPS benchmarking is only scratching the surface when it comes to what you can actually achieve with NPS. The real power and value of NPS is in monetizing it. Want to master the first step to Monetized NPS? Download our latest eBook in the 4-step Monetized NPS series, which addresses the first step to customer-centricity - measuring NPS.

Measuring Net Promoter Score


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