Net Promoter Score and Market Share For 60 Tech Vendors
May 14, 2012 3 Comments
Temkin Group recently surveyed 800 IT professionals from large companies and asked them a series of questions about tech vendors. This research has fueled some of our previous posts: Temkin Experience Ratings for Tech Vendors, How IT Professionals Share Feedback About Vendors, and Tech Vendors: Benchmarking Product and Relationship Satisfaction of IT Clients.
We also asked the IT professionals to rate each tech vendor on the Net Promoter Score (NPS) scale.* NPS is based on one question: How likely are you to recommend the tech vendor to a friend or colleague? IT professionals choose an answer on a scale from 0 (not at all likely) to 10 (extremely likely). Responses are put into one of three categories:
- Promoters (score 9 or 10)
- Passives (score 7 or 8)
- Detractors (score 0 to 6)
NPS is calculated as the percentage of promoters minus the percentage of detractors. (If you’re interested in best practices for using NPS, read my post 9 Recommendations for NPS which is also part of our VoC resource page).
Here is the NPS for 60 tech vendors, ranging from Intel, Microsoft and Cisco in the 50s down to Compuware, Unisys, Cognizant, and Capgemini below 10.
We also asked the IT professionals how much their company was planning to spend in 2012 compared with 2011 and mapped this data with NPS. It turns out that we found four bands of performance in this market based on NPS scores:
- More than 40: These companies have much higher purchase momentum and are poised to grab a lot of market share
- Between 28 and 40: These companies have above average purchase momentum and are poised to gain market share
- Between 23 and 28: These companies have below average purchase momentum and are poised to lose market share
- Less than 23: These companies have much lower purchase momentum and are poised to give up a lot of market share
You can purchase the data in an excel spreadsheet for $195. The file includes details on the 60 tech vendors shown in this blog post as well as 28 other tech vendors with sample sizes too small to be included in our published research. The data includes sample sizes for the companies, percentages for promoters, detractors, and NPS score, as well as the percentage of companies with increasing spending plans and those with decreasing spending plans.
*Note: Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Bain & Company, and Fred Reichheld
About Bruce Temkin, CCXP
Customer Experience Matters® 
Thanks for a poignant reminder that, asked or not, our customers do evaluate our performance. Strange to me that people still resist seeking the feedback and becoming _part of_ the conversation. Common objections I hear to conducting such surveys: http://bit.ly/KWz4qG
Do you have an updated copy of this analysis?
The research is in process and we should have an update in July. Actually, I just noticed you were asking about an older version. We do have a newer version of that report, Tech Vendor NPS Benchmark, 2013.