The Net Promoter Score (NPS) is a key metric for measuring customer loyalty and satisfaction. It is based on a simple survey question that asks respondents how likely they are to recommend a product or service to a friend or colleague, using a scale from 0 to 10. The responses are categorized as follows: Promoters (9-10), Passives (7-8), and Detractors (0-6).
CX University, a Recognized Training Provider for the CXPA, uses NPS to gauge its progress and pinpoint areas for improvement. It has seen a consistent increase in its NPS over the years, with the score rising from +77 in 2020 to +90 in 2024. CX University emphasizes the importance of taking customer feedback seriously and using the NPS metric to enhance its programs and offerings.
While NPS is a valuable quantitative metric, it should be complemented with qualitative insights to provide the necessary context behind the score. CX University encourages organizations to use NPS to identify areas that need improvement and collect customer insights to understand the reasons behind the scores.
NPS provides useful comparative data across industries. The current top NPS-ranking brands are listed below:
- Tesla +97
- USAA +84
- Costco Wholesale +79
- Apple +72
- Southwest Airlines +69
- Disney +69
- State Farm Insurance +65
- Home Depot +64
- FedEx +64
(as reported by Satmetrix, Temkin Group, Customer Gauge.)
Companies can compare their NPS with other industry scores using the Qualtrics NPS comparison tool.
Over the years, CX University has boosted the careers of countless customers who work in varied industries across the globe. They’ve helped over 400 professionals earn their Customer Experience Specialist (CXS) certification. They’ve held the hand of leaders who restructure their organization to be customer-centric.
In summary, NPS is a powerful tool for assessing customer loyalty and satisfaction, and when used in conjunction with qualitative insights, it can be instrumental in improving the overall Customer Experience.