Net promoter score (NPS) is one of those game-changing metrics that gives you a crystal-clear picture of how loyal your customers really are. It’s simple, reliable, and packs a serious punch when it comes to understanding your business’s performance. But here’s the catch: Without industry context, an NPS score is just a number.

Comparing your NPS to industry benchmarks can help you set realistic goals, spot opportunities, and fine-tune your strategy. In this blog, we’ll dive into how to effectively compare average NPS by industry—and use those insights to create a winning customer experience strategy.

What’s NPS, and why should you care?

If you’ve ever been asked, “how likely are you to recommend us to a friend or colleague?”—That’s an NPS survey in action. Customers answer on a scale of 0 to 10, and based on their responses, they’re grouped into three categories:

• Promoters (9–10): your superfans who rave about your brand and bring in referrals.

• Passives (7–8): these folks are satisfied but not exactly shouting your name from the rooftops.

• Detractors (0–6): unhappy customers who might warn others to stay away.

The formula for NPS is simple:

NPS = (% promoters) - (% detractors)

An NPS above 50 is great, and anything over 70 is phenomenal. But the big question is: how does your score stack up against others in your industry?

Why comparing NPS by industry is a must

Every industry is different. What delights a guest in the hospitality world might be the bare minimum in retail. And let’s be honest: customers don’t have the same expectations for a tech company as they do for their internet provider.

Comparing your NPS to industry averages helps you:

1. Set realistic expectations: Don’t aim for a world-class NPS if your industry’s average is in the 30s.

2. Spot opportunities: Outperforming the industry? Great! Falling behind? Time to dig deeper.

3. Fine-tune your strategy: Use industry benchmarks to guide your next moves and keep customers coming back.

What’s the average NPS in your industry?

Here’s a quick look at how industries typically perform when it comes to NPS:

Industry

Average NPS

Hospitality & travel

70+

Healthcare

58

Saas/technology

40–50

Retail

50–60

Telecommunications

30–40

Financial services

45

As you can see, an NPS that’s considered "great" in one industry might be underwhelming in another.

How to compare your NPS to industry standards

Ready to put your NPS into perspective? Follow these steps to make meaningful comparisons.

1. Find reliable benchmarks

Start by finding up-to-date, credible data for your industry. Here’s where to look:

• Industry reports from companies like Bain & Company or Gartner.

• Public data shared by competitors or research firms.

• CX platforms with industry-specific benchmarks.

Pro tip: make sure the data you’re using is recent and relevant to your geographic market.

2. Segment your NPS results

Don’t compare your overall NPS to the industry average—it’s too broad. Instead, break it down:

• By customer demographics (e.g., Age, location, or income level).

• By touchpoints (e.g., Onboarding, support, or post-purchase experience).

• By customer value (e.g., High-value customers vs. The general audience).

This gives you a clearer picture of where you’re excelling and where you’re falling short.

3. Analyze the competition

Knowing your competitors’ strengths and weaknesses can give you an edge. Ask yourself:

• What are they doing to improve customer satisfaction?

• Are there areas where they’re falling short—and can you swoop in to do better?

Tools like Social listening tools or review analysis can help you uncover these insights.

4. Look at trends over time

An industry’s NPS average doesn’t stay static. For example:

• Has technology improved the customer experience, lifting scores across the board?

• Are shifting customer expectations driving benchmarks lower?

Keeping an eye on trends helps you prepare for what’s ahead.

5. Focus on the why, not just the what

Understanding your NPS is about more than numbers. Dig into customer feedback to uncover why your score looks the way it does. Are there recurring complaints or compliments? This qualitative data is a goldmine for improving your strategy.

Using NPS comparisons to boost your strategy

Knowing how your NPS stacks up to the competition is one thing—using that insight to improve is another. Here’s how to turn your comparisons into action:

1. Refine the customer journey

If your NPS is below average, figure out where the Customer Experience is breaking down. Are customers frustrated with long wait times? Is your product not meeting expectations? Address these pain points first.

2. Play to your strengths

If your NPS is above the industry average, shout it from the rooftops! Highlight what makes your brand special and double down on those strengths.

3. Prioritize key touchpoints

Not every interaction has the same impact. Focus on the moments that matter most—whether it’s onboarding, customer support, or product delivery—and make sure they shine.

4. Empower your employees

Happy employees lead to happy customers. Invest in training and tools that help your team deliver a stellar experience, especially in industries where customer satisfaction is low.

5. Measure progress regularly

Don’t stop after one comparison. Make NPS benchmarking a regular part of your strategy to track progress and stay ahead of industry trends.

Wrapping it up

Comparing your NPS to industry benchmarks isn’t just a fun exercise—it’s a strategic move. It helps you understand where you stand, what needs fixing, and where you’re crushing it.

The key takeaway? Use your NPS as a tool for continuous improvement. Whether you’re chasing the industry average or leading the pack, there’s always room to make your customer experience even better.

Schedule a FREE demo with XEBO.ai today and we can help you level up your NPS.  

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