Most Promoters Promote And So Do Some Detractors
October 17, 2012 10 Comments
We recently published a benchmark of Net Promoter Scores of 180 companies across 19 industries. Within that research, we showed that promoters are more likely than detractors to repurchase. In a separate analysis, we examined the actual number of times that people recommended companies and compared that to the NPS rating they gave those companies. As you can see in the graphic below:
- Promoters are more likely to recommend. Promoters are much more likely than detractors to recommend a company across all industries.
- Not all promoters recommend. The number of promoters that recommended a company ranges from 47% (parcel delivery services) to 80% (retailers).
- Some detractors recommend. The number of detractors that recommended a company ranges from 13% for banks to 39% of retailers.
What doesn’t show-up in this graphic is the intensity of recommendations. Our detailed analysis examined the frequency of recommendations across all of these industries. Promoters are an average of 3.4x more likely than detractors to recommend companies to three or more friends (ranging from 2.1x more likely for major appliances to 5.7x more likely for banks).
Bottom line: NPS is a good, but not perfect indication of actual recommendations