U.S. Consumer Market: Net Promoter Score (NPS) Benchmarks

**Overview**
J.D. Power cross-industry Net Promoter Score®1 (NPS®1) benchmarks enable brands the ability to compare their NPS®1 performance within and across industries to improve customer experience, increase brand advocacy and drive positive financial results. 1,300+ brands are profiled in the dataset across the following industries: automotive, fast food, financial services, food & beverage, healthcare, home, insurance, merchandise, retailer, technology & service, telecom & media, travel & leisure, and utilities.

Data included in this dataset is updated on a quarterly basis and consists of NPS®1 data collected across J.D. Power’s vast array of syndicated studies conducted each year. NPS®1
is based on survey respondents providing a rating on the “how likely are you to recommend” question (0-10 scale):

- Respondents that provide a rating of 6 or lower are defined as Detractors
- Respondents that provide a rating of 7 or 8 are defined as Passives
- Respondents that provide a rating of 9 or 10 are defined as Promoters

The Net Promoter Score®1 is the percentage of Promoters minus the percentage of Detractors at a brand level, with a range of -100 to 100. For example, if 50% of respondents were Promoters and 40% were Detractors for a particular brand, the Net Promoter Score®1 is 10. As ratings move up the scale from 0 to 10, customers should be less likely to defect and provide more positive word of mouth to others about their brand.

**Use cases**
Enables brands the ability to compare their NPS®1 performance within and across industries to improve customer experience, increase brand advocacy and drive positive financial results. 1,300+ brands are profiled in the dataset across the following industries: automotive, fast food, financial services, food & beverage, healthcare, home, insurance, merchandise, retailer, technology & service, telecom & media, travel & leisure, and utilities.

**Product details**
The following data fields are included in the dataset:
- Brand
- Industry
- Net Promoter Score®1
- Sample count
- Promoter %
- Passive %
- Detractor %
- Net Promoter Score®1 by demographics (pre-boomers, boomers, gen-x, gen-z, millennials, female, male)

**Additional Insights**
1: Net Promoter,® Net Promoter System,® Net Promoter Score,® NPS,® and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.