Understanding NPS Benchmarks: The Foundation of Competitive Analysis
Your Net Promoter Score means nothing in isolation. A +30 NPS might be excellent in one industry and concerning in another. Understanding industry benchmarks is crucial for setting realistic goals and measuring your competitive position.
Let's dive into the real numbers and what they mean for your business.
📊 NPS Benchmarks by Industry (2025 Data)
Technology & Software
Average NPS: +41
- Excellent: +70 and above (Apple, Tesla)
- Good: +50 to +69 (Microsoft, Google)
- Average: +30 to +49 (Adobe, Salesforce)
- Needs Improvement: Below +30
Why tech scores high: Digital products can iterate quickly based on feedback, and tech-savvy customers appreciate innovation and responsiveness.
E-commerce & Retail
Average NPS: +28
- Excellent: +50 and above (Amazon, Zappos)
- Good: +35 to +49 (Target, Best Buy)
- Average: +15 to +34 (Walmart, eBay)
- Needs Improvement: Below +15
Key factors: Customer experience, shipping speed, return policies, and price competitiveness heavily influence e-commerce NPS scores.
Financial Services
Average NPS: +23
- Excellent: +40 and above (USAA, Charles Schwab)
- Good: +25 to +39 (Discover, AmEx)
- Average: +10 to +24 (Chase, Bank of America)
- Needs Improvement: Below +10
Industry challenges: Regulatory constraints, complex products, and inherent customer skepticism make financial services particularly challenging for NPS.
Healthcare
Average NPS: +18
- Excellent: +35 and above (Mayo Clinic, Kaiser Permanente)
- Good: +20 to +34 (Cleveland Clinic)
- Average: +5 to +19 (Most regional hospitals)
- Needs Improvement: Below +5
Unique factors: Healthcare NPS is influenced by outcomes, wait times, staff empathy, and billing transparency. Emotional stakes are higher than most industries.
Telecommunications
Average NPS: +2
- Excellent: +20 and above (T-Mobile business)
- Good: +10 to +19 (Verizon, AT&T premium)
- Average: -10 to +9 (Most major carriers)
- Needs Improvement: Below -10
Industry pain points: Long contracts, billing complexity, and service reliability issues plague this sector. Customer choice is often limited by location.
Airlines
Average NPS: -5
- Excellent: +30 and above (Southwest, JetBlue)
- Good: +10 to +29 (Alaska, Delta premium)
- Average: -15 to +9 (American, United)
- Needs Improvement: Below -15
Operational challenges: Weather delays, overbooking, baggage issues, and cramped conditions create natural friction points in the customer experience.
🎯 What Your Score Really Means
The Psychology Behind the Numbers
Understanding what drives these industry differences helps you benchmark appropriately:
High-NPS Industries Share These Traits:
- Control over experience: Digital products allow for rapid iteration
- Voluntary engagement: Customers choose when and how to interact
- Clear value proposition: Benefits are immediately apparent
- Low friction: Easy to use, understand, and get support
Low-NPS Industries Often Have:
- Regulatory constraints: Limited ability to customize experience
- Forced interactions: Customers must engage (utilities, healthcare)
- Complex pricing: Hidden fees or confusing structures
- High stakes: Mistakes have serious consequences
📈 How to Improve Your Industry Position
For Tech Companies (Aiming for +70)
- Focus on product reliability and performance
- Implement rapid feedback loops
- Prioritize user experience over feature quantity
- Provide exceptional onboarding experiences
For E-commerce (Aiming for +50)
- Optimize fulfillment and shipping experience
- Streamline returns and exchanges
- Personalize product recommendations
- Proactive customer service
For Service Industries (Aiming for +40)
- Train staff on empathy and problem-solving
- Simplify pricing and billing
- Reduce wait times and improve scheduling
- Follow up proactively on service delivery
🔍 Segment Your Analysis
Industry benchmarks are just the starting point. Dig deeper with these segments:
Customer Tenure
- New customers (0-6 months): Often more enthusiastic
- Established customers (6-24 months): Most accurate representation
- Long-term customers (2+ years): May show loyalty fatigue
Customer Value
- High-value customers: Often receive better service
- Mid-tier customers: Represent your core offering
- Price-sensitive customers: May have different expectations
Geographic Differences
- Regional variations: Cultural differences in expression
- Urban vs. rural: Different service expectations
- International markets: Significant cultural scoring differences
⚡ Quick Wins for Any Industry
Regardless of your industry, these tactics can boost your NPS:
1. Speed Up Response Times
Whether it's customer service, bug fixes, or feature requests – speed of response correlates strongly with NPS across all industries.
2. Simplify Onboarding
First impressions matter. A confused new customer rarely becomes a promoter.
3. Proactive Communication
Don't wait for customers to contact you about issues. Reach out first when problems arise.
4. Personalize When Possible
Even small touches – using names, remembering preferences – can significantly impact perception.
📊 Tracking Beyond the Industry Average
Set Progressive Targets
Don't aim to match industry average immediately. Set progressive goals:
- Year 1: Reach industry average
- Year 2: Top 25% of industry
- Year 3: Top 10% of industry
Monitor Trend, Not Just Score
A +20 NPS that's improving is better than a +40 NPS that's declining. Focus on direction and momentum.
Benchmark Against Specific Competitors
Industry averages include outliers. Research specific competitors' scores when possible for more relevant comparisons.
🚀 Your Benchmarking Action Plan
- Assess your current position: Where do you stand in your industry?
- Identify top performers: Who in your industry has exceptional NPS?
- Analyze the gaps: What do they do differently?
- Set realistic targets: Progressive improvement goals
- Focus on your lowest-scoring segments: Biggest opportunity for impact
- Track progress monthly: Regular monitoring and course correction
🎯 The Bottom Line
Industry benchmarks provide context, but your goal shouldn't be to match average – it should be to lead your industry. The companies with exceptional NPS scores didn't get there by accepting industry limitations. They identified what was possible and systematically eliminated barriers to customer advocacy.
Remember: every industry leader was once average. What separates them is the commitment to continuous improvement and the systems to support it.
Your industry benchmark is your starting point, not your ceiling. Where will you take it from here?