A survey of US consumers identifying the ‘Most Recommended’ companies has revealed ISPs and cable TV companies to be among the lowest scorers.
The report, Net Promoter Score Benchmark Study, 2016, from customer experience research and consulting firm Temkin Group, uses the Net Promoter Score (NPS) customer experience metric, and measures the likelihood of consumers to recommend a company to their friends and family, using a scoring range from -100 to +100.
USAA’s insurance business earned the highest NPS (68), followed by Cadillac dealers (63), USAA’s banking business (62), Apple’s computer business (60), and USAA’s credit card business (60). Other firms to earn an NPS of more than 55 are Amazon.com, Trader Joe’s, H-E-B, Audi, and credit unions.
At the other end of the spectrum, four companies have negative NPS: Comcast TV service, Time Warner Cable TV service, Cox Communications, and McDonalds. Other low scoring companies with NPS of 5 and below are RadioShack, Charter Communications, Comcast Internet service, Time Warner Cable Internet service, Motel 6, and Con Edison of NY.
“Net Promoter Scores can provide a strong indication of your relationship with customers,” states Bruce Temkin, Managing Partner of Temkin Group. Temkin goes on to say, “Like any customer metric, NPS is only valuable when it’s used to drive improvements.”