NPS benchmarks
Use an NPS system to improve your own internal processes and become a more customer-centric organization. Agile Research does not recommend comparing scores, as there are too many elements influencing scores.
To start with, survey design and methodology affect NPS scores strongly. Let's say you put the NPS question at the beginning of the survey. There's a strong chance the result will be different from an NPS measured in the middle of a survey. The same applies for the distribution channel. Surveys conducted online or by phone can have totally different outcomes. If you don't use the same channel or questionnaire design as your competitors, comparing scores is useless.
Even the wording of the NPS question will affect results. "How likely is it that you would recommend our company to a friend or colleague?" and "If asked, how likely would you recommend our company to a friend or colleague?" may seem like the same question, but the 'if asked' will change the score.
Another influencing element is timing. NPS scores can differ significantly depending on the season, hour of the day, day of the week, etc. Also, global events with large impact affect people's mindsets. That's why scores measured before and after these events can be entirely different.
Additionally, keep in mind cultural differences. We see that Americans tend to give higher scores than Dutch people, for example. That's why European companies often have more neutral NPS scores in comparison to American companies.
Tips
It is recommended that you not worry about industry NPS benchmarks at first. Start measuring NPS and use your score as a benchmark and base. Setting up a consistent feedback methodology and measuring your own improvement is more important than the score itself. This is referred to as the 4 stages of NPS.
Most valuable is why that is for each group, so you should track the issues that are making detractors upset and work on them. Also, find the things that promoters love and try to duplicate them with as many customers as possible. Take action and repeat, but don't ask everyone at once. Spread it out and ask a small panel once a month. This way, you shorten the cycle between measurement and action and back to measurement again.
Set up this efficient NPS system and watch your score go up. It serves as an improvement program that can be used across your organization, because NPS is a simple number.
When your NPS system with follow-up is up and running for some time (for example, a year), you can start thinking about benchmarking your score. The best approach is to set up your own industry benchmark research using a non-branded survey that gauges all important players in your work field. Survey a neutral respondent panel, let them select their company from a list with you and your competitors, and ask the NPS questions. This way ,the survey design, timing, and methodology are the same for all benchmark scores. It's best to calculate this industry benchmark once per year to track your position within the group.
