What Is A Good
Net Promoter Score?

Secrets of High-NPS Companies

Customer retention is the secret sauce that fuels long-term business growth, but how do you know if your customers are happy enough to stick around?  Your Net Promoter Score (NPS) can be an effective customer-satisfaction metric, helping you understand how likely your customers are to recommend you to others.  While the definition of a "good" Net Promoter Score varies depending on your company's industry, some businesses are truly knocking it out of the park, earning Net Promoter Scores that far surpass their industry averages.  In this article, we'll look at a few characteristics that high-NPS companies tend to have in common.

  • Simplicity:  Companies with a high NPS often highlight the simplicity of their products and services.  Amazon provides a standout example - with a Net Promoter Score of 62, they clearly have a strong promoter base. [1] The company goes above and beyond to ensure that the ordering, shipping and returning process is as simple as possible for customers.  In exchange, Amazon enjoys tremendous customer loyalty.  A whopping 80 million customers are enrolled in the Amazon Prime loyalty program - that figure equates to about 64 percent of American households. [2]

  • Customer Experience:  NPS leaders keep dissatisfaction to a minimum by reducing customer frustration whenever possible.  Have you ever called customer service to address a problem and found yourself having to repeat your story again and again to different representatives?  Top NPS performer Amazon understands this and eliminates frustration by streamlining the customer-service process:  Once you register your complaint with the company, the details are stored in a central database.  This information is available to any representatives you speak with, making the process quicker and easier.  While strategies like this won't necessarily attract new promoters, these tactics are likely to minimize your detractors.

    Apple has a Net Promoter Score of 72, which is 40% above the 32% average for the computer hardware industry.

    Apple, another NPS leader with a Net Promoter Score of 72, [3] delivers a top-notch customer experience with their single sign-in system.  Customers don't have to create and remember logins for all their Apple devices; instead, they can use the same sign-in information for their iPad, iPhone, Apple TV, and more.

  • Reliability:  Another trait that's common among top NPS performers is reliability - you can depend on them for consistent quality and service.  In one of Apple's previous marketing campaigns, the company capitalized on their reputation for reliability with the slogan:  "It just works".  Amazon Prime customers know that they can count on the two-day shipping rates and other perks promised by the program.  If your product or service is inconsistent or unreliable, customers are quick to jump ship and switch to the competition; reliability, on the other hand, breeds strong loyalty.
  • Amazon has a Net Promoter Score of 69, which is more than 30% above its industry average.

  • Unique Offerings:   One of the key selling points of high-NPS companies is that they offer unique products or services that stand out from their competitors.  A prime example is Netflix, a company that has emerged as an NPS leader in the online-entertainment industry. [4] With its streaming video service, Netflix revolutionized the way people watched movies and shows, giving rise to the phenomenon of the "binge-watch".  Even today, the company continually offers new exclusive content that keeps subscribers hooked and attracts new ones to sign up.

  • Netflix has a Net Promoter Score of 68, positioning themselves above the competition.

If your Net Promoter Score isn't where you'd like it to be, there's no need to get discouraged.  The true power of NPS depends on how you act on the information.  Measuring your brand's NPS on a regular basis and taking the right steps will help you boost your number of promoters and minimize your detractors.  Before long, your brand may be following in the footsteps of the highest-NPS companies.


1. http://indexnps.com/company/amazoncom

2. https://www.forbes.com/sites/shephyken/2017/06/17/sixty-four-percent-of-u-s-households-have-amazon-prime/#7fe946d34586

3. http://indexnps.com/company/apple

4. http://www.dmnews.com/loyalty/costco-usaa-netflix-and-jetblue-lead-in-net-promoter-scores/article/406473/