NPS Benchmarks: Average Net Promoter Score by Industry
Net Promoter Score benchmarks help companies understand how their customer loyalty compares to others in their industry.
NPS Benchmarks: Average Net Promoter Score by Industry
Net Promoter Score benchmarks help companies understand how their customer loyalty compares to others in their industry. While calculating your NPS score tells you how customers feel about your brand, benchmarks provide the context needed to interpret that score.
Companies across industries use Net Promoter Score to measure customer satisfaction and loyalty. But what counts as a good NPS score can vary significantly depending on the market, customer expectations, and the type of product or service offered.
If you want to calculate your own score, you can use our free Net Promoter Score Calculator.
What Is an NPS benchmark?
An NPS benchmark is a reference point that helps organizations compare their Net Promoter Score with industry averages.
For example, a SaaS company with an NPS of 40 may be performing very well, while an airline with an NPS of 40 would be performing exceptionally well.
Benchmarks help companies answer key questions such as:
- Is our NPS above or below industry average?
- How competitive is our customer experience?
- Are we improving compared to competitors?
Why benchmarks need context
According to Bain & Company, the consulting firm that developed Net Promoter Score, NPS benchmarks are useful for evaluating competitive positioning but should always be interpreted within industry context.
What Is a good Net Promoter Score?
Net Promoter Score ranges from −100 to +100.
General guidelines used by many organizations include:
| NPS Score | Interpretation |
|---|---|
| -100 to 0 | Poor customer loyalty |
| 0–30 | Average |
| 30–50 | Strong |
| 50–70 | Excellent |
| 70+ | World-class |
- These ranges are only rough guidelines.
- Customer expectations differ significantly across industries, which means benchmarks should always be evaluated within the appropriate market context.
- Technology companies often have higher NPS scores than industries such as telecommunications or airlines.
Average NPS benchmarks by industry
Industry benchmarks vary widely because different industries have different customer experiences, service models, and expectations.
Below are approximate average Net Promoter Score ranges compiled from research by Qualtrics, Retently, and CustomerGauge.
| Industry | Average NPS |
|---|---|
| SaaS | 30–50 |
| Ecommerce | 20–40 |
| Financial Services | 20–40 |
| Telecommunications | 10–30 |
| Airlines | 10–25 |
| Hospitality | 30–60 |
| Healthcare | 20–40 |
| Retail | 20–40 |
- Qualtrics XM Institute: https://www.qualtrics.com
- Retently NPS Benchmark Study: https://www.retently.com/blog/nps-benchmarks/
- CustomerGauge Research: https://customergauge.com
- These ranges provide a general reference point but should not be interpreted as strict standards.
Why NPS benchmarks vary by industry
Different industries produce different Net Promoter Scores due to several factors.
- Customer expectations: industries where customers expect exceptional service often produce higher NPS scores.
- Competitive market dynamics: in industries with intense competition, companies may invest heavily in customer experience, leading to higher Net Promoter Scores.
- Service complexity: industries with complex services often produce lower NPS scores.
NPS benchmarks for SaaS companies
Software companies often track Net Promoter Score closely because it strongly correlates with customer retention and product adoption.
Typical SaaS benchmarks:
| Score | Meaning |
|---|---|
| 0–20 | Needs improvement |
| 20–30 | Average |
| 30–50 | Strong |
| 50+ | Excellent |
- High-performing SaaS companies often achieve NPS scores above 50.
- Companies like Slack and HubSpot have publicly reported very strong NPS scores.
- Research suggests that SaaS companies with high NPS often experience stronger customer retention and faster growth.
- Source: Bain & Company Net Promoter System: https://www.netpromotersystem.com
NPS benchmarks for Ecommerce
Ecommerce companies rely heavily on customer satisfaction because negative experiences can quickly lead to lost sales.
Typical ecommerce NPS ranges between 20 and 40.
Factors influencing ecommerce NPS include:
- Delivery speed
- Product quality
- Return policies
- Customer support
- Website usability
NPS benchmarks for financial services
Banks and financial institutions have historically struggled with customer satisfaction compared to many other industries.
However, fintech companies have dramatically improved customer experience in recent years.
Typical NPS ranges:
| Sector | Average NPS |
|---|---|
| Traditional banks | 10–30 |
| Fintech companies | 30–50 |
- Fintech companies often outperform traditional banks because they offer simpler digital experiences and faster customer support.
NPS benchmarks for telecommunications
Telecommunications companies often report lower Net Promoter Scores than many other industries.
Typical telecom NPS: 10–30.
Common issues affecting telecom NPS include:
- Service interruptions
- Complex billing structures
- Customer support challenges
- Contract limitations
NPS benchmarks for hospitality and travel
The hospitality industry often achieves some of the highest Net Promoter Scores.
Luxury hotels and airlines that prioritize customer experience frequently report NPS scores above 50.
Factors driving high hospitality NPS include:
- Personalized service
- Premium amenities
- Brand loyalty programs
- Exceptional customer service
How to improve your Net Promoter Score
Improving Net Promoter Score requires focusing on the overall customer experience.
Organizations that successfully increase NPS typically focus on several key strategies.
- Improve customer support: fast, helpful support interactions significantly impact customer satisfaction.
- Close the feedback loop: companies should follow up with detractors to understand why customers had negative experiences.
- Identify promoters: organizations often encourage promoters to leave reviews, provide testimonials, and refer new customers.
- Track NPS over time: comparing your score with historical data often provides more insight than comparing against industry benchmarks.
Research on support and effort
Research by Gartner shows that reducing customer effort improves loyalty and retention.
Limitations of NPS benchmarks
Although NPS benchmarks are useful, they have several limitations.
- Different methodologies: survey timing, response rates, and survey design can affect benchmark comparisons.
- Cultural differences: customer expectations vary across countries and cultures.
- Company size differences: large global brands may have different NPS scores than small startups due to scale and customer base diversity.
Calculate your Net Promoter Score
If you want to see how your company compares with these benchmarks, the first step is calculating your Net Promoter Score.
You can calculate your score instantly using our free tool.
The calculator will automatically show your NPS score, promoter percentage, passive percentage, and detractor percentage.
This allows you to compare your score with industry benchmarks and track improvements over time.
Related pages on Calculator for NPS
Create your NPS survey in minutes
Want to always know your current and past Net Promoter Score in real time? With SurveyLegend, you can create engaging surveys, distribute them across multiple channels, and analyze results in real time.
Frequently Asked Questions
What is the average NPS score?
Across industries, the average Net Promoter Score typically falls between 20 and 40. However, the exact benchmark varies widely depending on industry and customer expectations.
Is a 50 NPS score good?
Yes. An NPS score of 50 is generally considered excellent in most industries. Companies with scores above 50 typically have very strong customer loyalty.
What is considered a world-class NPS?
Scores above 70 are often considered world-class. These scores are usually achieved by companies with exceptional customer experiences.
How often should companies measure NPS?
Most companies measure NPS quarterly or biannually, although some organizations run continuous feedback programs.