What customers consider a “great experience” depends heavily on the industry the experience occurred. A five-minute wait might frustrate someone in retail, but feel completely reasonable in healthcare. That’s why when it comes to net promoter score (NPS), the only meaningful comparison is apples-to-apples: against peers in your own sector, not a global average.Â
Too often, companies fixate on the number itself, celebrating when it climbs and panicking when it dips, without recognizing that benchmarks are only useful if they guide what to do next. The real value of NPS lies in how it helps industry leaders and frontline teams gauge where they stand, identify opportunities for improvement, and take action to deliver better customer experiences.
Understanding what qualifies as a “good” NPS starts with industry context. We’ll look at benchmark data across sectors, explore how to interpret the numbers in a way that drives meaningful change, and highlight how leading companies are turning customer feedback into action, closing loops, reducing churn, and consistently raising the bar for customer experience.
Net promoter score (NPS) is one of the simplest yet most powerful ways to measure customer loyalty. At its core, it asks a single question: “How likely are you to recommend us to a friend or colleague?” The responses give you a snapshot of how customers feel about your brand and whether they’re likely to stay, leave, or spread the word.
NPS matters because it connects directly to growth. Companies with higher scores typically enjoy stronger retention, lower churn, and more referrals, all critical for long-term success. Unlike customer satisfaction surveys that measure isolated interactions, NPS gives you a big-picture view of customer sentiment and future loyalty.
NPS is based on a 0 to 10 scale survey question. Customers respond with a score, which then falls into one of three categories (promoter, passive, detractor). The calculation is simple:
NPS = % of promoters – % of detractors
For example, if 60% of your customers are promoters and 20% are detractors, your NPS would be 40. The score can range from –100 (if every customer is a detractor) to +100 (if every customer is a promoter).
An NPS score in isolation doesn’t tell you much. A score of 40 might look strong, until you realize your industry average NPS is 60. Benchmarks put your score into context, showing whether you’re ahead of the curve or falling behind. More importantly, they help leaders make operational decisions: where to double down, what needs attention, and how to prioritize investments in customer experience.
At its core, NPS measures the likelihood of customers recommending your business to others. That willingness to advocate is one of the strongest signals of loyalty. In competitive markets, loyal advocates become your most effective marketing channel, driving referrals, positive reviews, and repeat business. Benchmarks help you see whether your advocacy levels are strong enough to sustain growth.
Research consistently shows a strong link between high NPS and better business outcomes. Companies with higher scores tend to see lower churn, higher customer lifetime value (CLTV), and stronger growth rates. Because NPS reflects customer sentiment today, it serves as a leading indicator of tomorrow’s performance. Falling below industry benchmarks is often an early warning sign of retention risks.
Benchmarks ensure you’re not just measuring “good” in a vacuum, but against the real expectations of your customers’ other options. If you’re below average, it signals the need to take action, whether that’s improving service quality, empowering staff, or rethinking customer touchpoints.
When shared across teams, net promoter score benchmarks provide a common language for customer experience. They help frontline staff understand how their work contributes to bigger-picture goals, while giving leadership clarity on where improvements are needed. At AskNicely, we believe empowering employees with real-time visibility into NPS performance is one of the fastest ways to create a truly customer-centric culture.
Higher scores are tied directly to revenue outcomes: stronger retention, more cross-sell and upsell opportunities, and organic growth through word-of-mouth. Benchmarks make the financial stakes clear. They show whether you’re positioned to grow with your current level of customer loyalty, or whether revenue risk is hiding in low advocacy.
Customer expectations, competitive pressures, and operational realities all play a role in shaping what counts as a good NPS score. Benchmarks also aren’t static. As digital-first competitors raise the bar, customer expectations rise with them. A score that once looked impressive may no longer stand out a few years later. Companies that treat benchmarks as a moving target, adjusting strategy as markets evolve, are the ones that stay ahead.
Here are some of the key factors that explain why NPS benchmarks differ so widely:
Industries with fierce competition tend to set higher NPS benchmarks. In SaaS or e-commerce, for example, customers can easily choose between multiple providers, so businesses have to deliver frictionless, highly personalized experiences just to stay competitive. On the other hand, in industries like utilities or insurance, customer expectations are generally lower, which means NPS benchmarks are more modest.
The ease of switching providers plays a huge role in customer expectations. In hospitality, where switching costs are low, companies must earn loyalty every day, driving higher benchmark scores. By contrast, in industries with high switching costs like telecom, customers are less likely to leave immediately, even if the experience isn’t stellar. That tolerance often results in lower industry benchmarks.
Some industries face unique challenges that make delivering seamless customer experiences more difficult. Healthcare and insurance, for example, must navigate strict regulations, complex processes, and sensitive personal information. These hurdles can slow down interactions and frustrate customers, which makes achieving “world-class” NPS scores harder compared to sectors with fewer barriers.
Before digging into specific numbers, it’s important to acknowledge that benchmarks aren’t fixed truths. They shift over time (as customer expectations rise), vary by region, company size, business model (B2B vs B2C), and maturity of NPS programs. Use them as directional guideposts, not absolutes.
Below is a sample view of how different industries stack up in benchmark NPS scores, followed by context on what might drive those differences and where to aim.Â
Benchmark: ~ 60
A score of 60 is above what’s typically considered “excellent” in many sectors, and reflects that many software buyers expect frictionless, intuitive, and high-value experiences.
Why it’s high / what it signals: Heavy competition, low switching costs, and high customer expectations push tech companies to deliver more seamless, proactive service.
The bar resets quickly, what customers accept today may feel inadequate next year.
NPS in action - Sangoma customer story
Sangoma uses net promoter score to help their leadership team better understand the customer experience. The data and valuable insights AskNicely provided to Sangoma helped leadership confirm key assumptions they had made about the customer experience. That same data has also disproved other assumptions and enabled the leadership team to understand the real CX drivers that needed attention.
Over the past year, they’ve been focused on driving the broader systemic improvements raised by their customers’ feedback. They attribute their 29-point increase in NPS score to these systemic improvements.Â
Marketing, advertising & consulting
Benchmark: ~ 50
A score of 50 is considered solid, reflecting that clients in these industries expect competent, responsive, and personalized service, but aren’t necessarily measuring loyalty with the same intensity as in SaaS or retail.
Why it’s this level / what it signals: Projects are often high-stakes and relationship-driven, but switching providers is common and budgets fluctuate. A 50 suggests clients are satisfied when expectations are met, but firms need to consistently demonstrate value, creativity, and reliability to maintain trust.
Benchmark: ~ 42
Why it’s moderate: In retail, delivery, returns, pricing, and product quality all influence loyalty. With many options, consumers vote with their feet.
Margins are thin, and speed/efficiency often matter more than delight.
Implication: Brands that exceed 50+ in retail are distinguishing themselves in experience, something to aim for.
Read more about how retail company, Outreach, created a customer feedback program using AskNicely, boosting their NPS score and generating positive online reviews.Â
Benchmark: ~ 60
Why it’s high: Financial services companies often operate in highly regulated environments where trust and security are paramount. Customers expect quick problem resolution, transparent communication, and proactive advice. High NPS in this sector signals that a company is successfully building trust, reducing friction, and meeting customers’ core expectations in a way that differentiates it from competitors.
NPS in action - DebitSuccess
Debit Success went from having an inconsistent service delivery and a lack of empowerment amongst frontline employees, to winning on customer experience and satisfaction through real time customer feedback and evidence based coaching conversations.
No longer are frontline team members told to "do better," but they have a benchmark for what better looks like. Now employees across offices have the same idea of what it means to keep customers happy. The frontline also feels better, with the support, feedback and coaching they need to succeed. Â
Individual solution center agents saw dramatic improvement in their performance. Agents who ranked in the bottom third, increased NPS by 21.5 on average to more closely match the high performers. As lower performers improved, their morale, motivation and sense of empowerment grew with them.
This new coaching culture that’s been so epic for Debit Success’s team, has directly impacted their bottom line. Individual success was mirrored in the performance of the firm overall and individual improvements added up to increase the firm’s NPS score by a whopping 20.8 points.
Benchmark: ~ 50
Why it’s comparatively strong: In healthcare, when service is delivered well, the emotional stakes are high, good experiences matter deeply.
Patients often endure long wait times or bureaucracy; improving ease, empathy, and clarity can lead to outsized gains.
Read about the organizations setting the standard for world class NPS in healthcare here.Â
Benchmark (typical range): mid-30s to low-40s
Why moderate: These industries are heavily experience-driven (check-in, room, cleanliness, service), and many moments of friction exist.
External factors (weather, logistics, staffing) influence perception more heavily than in some other sectors.
Opportunity: Brands that deliver consistent, tailored, hassle-free service can punch above benchmark and build loyalty.
Benchmarks give context, but they’re just a reference point. Your NPS should be interpreted alongside your business model, customer segments, and historical trends. A number that looks low against the industry might still indicate strong loyalty within your core customer base, and vice versa.
Here are some practical ways to make sense of your score:
Not all customers are the same, and not all businesses operate under the same conditions. B2B and B2C companies, subscription-based versus transactional models, or niche versus mass-market offerings can all influence NPS. Compare your score to relevant peers rather than a broad industry average to ensure an accurate assessment.
Break down your results by product line, geography, customer type, or interaction channel. Segmentation helps you identify strengths and weaknesses that might be hidden in an aggregate score. For example, one region may consistently outperform another, or one product line may generate more promoters than the rest of your portfolio.
NPS is most valuable as a longitudinal metric. Single-point-in-time scores can fluctuate due to external events, promotions, or seasonal factors. Tracking trends over weeks, months, or years reveals meaningful changes in loyalty and helps prioritize improvement initiatives.
By combining benchmarks with segmentation and trend analysis, leaders can understand where they stand, spot opportunities for improvement, and take informed action to strengthen customer loyalty.
A below-average net promoter score isn’t a verdict, it’s an opportunity. Scores below benchmark simply signal that there’s work to do to strengthen loyalty, reduce churn, and create more promoters. The key is acting on insights, not just collecting them.
Many companies stop at the NPS survey, letting benchmark insights sit in reports that never reach the people who can actually improve the customer experience. AskNicely takes a different approach: we empower frontline teams with daily visibility into NPS feedback, so improvements happen in real time rather than remaining abstract metrics.
Here are practical strategies to turn a low NPS into an advantage:
One-off surveys are limited. Continuous feedback allows you to spot trends, identify emerging issues, and act before small problems escalate. Automation can help: AskNicely enables companies to send surveys across channels and gather responses in real time, providing actionable data to the teams who can make a difference.
Fast follow-up with unhappy customers reduces churn and can convert detractors into promoters. Frontline staff who have access to real-time feedback can reach out personally, resolve issues, and demonstrate that their voices are heard. This responsiveness not only fixes problems but shows customers that your business truly cares.
Look for patterns in customer feedback, eg.,long wait times, clunky onboarding, confusing processes. Prioritize improvements based on frequency and business impact. Tackling the most common pain points first can have an outsized effect on your overall NPS.
Don’t just focus on negatives. Identify what drives your promoters and double down on those experiences. Turn loyal customers into advocates through referrals, reviews, or loyalty programs. Recognizing what works well can guide strategy and inspire teams to replicate successes across the organization.
Measuring NPS is only the first step. The real challenge—and opportunity—lies in turning insights into action. That’s where AskNicely comes in. Unlike survey-only solutions, AskNicely connects insights directly to the people who can make a difference: frontline teams.
Here’s how AskNicely helps companies exceed industry benchmarks and drive real business outcomes:
By combining continuous measurement, actionable insights, and frontline empowerment, AskNicely transforms NPS from a static number into a strategic tool that drives loyalty, retention, and growth. Companies across industries, from SaaS to healthcare, retail to financial services, use AskNicely to benchmark performance, close gaps, and elevate customer experience consistently.
Ready to see how your company measures up? Book a demo with AskNicely
and start turning your NPS benchmarks into actionable growth strategies.
Companies should review NPS benchmarks at least quarterly, but more frequent checks (monthly or after major campaigns) can provide faster insight into trends. Frequent comparison helps identify shifts in customer expectations or competitor performance and ensures your improvement strategies remain relevant. For example, a retail brand might notice post-holiday drops in NPS that indicate operational bottlenecks.
Prioritize improving your score in a way that reflects real customer loyalty and experience. Benchmarks are a guide, not a goal in themselves. For instance, a SaaS company may be below the industry average but improving rapidly, this indicates momentum and meaningful internal improvements, even if the benchmark hasn’t been surpassed yet.
Yes. Research from Bain & Company shows that promoters typically generate 2–3x more revenue than detractors over time, and high NPS correlates with lower churn. Benchmarks allow companies to see if their loyalty levels are competitive and anticipate potential revenue risk or growth opportunities.
Published benchmarks provide context, but your own customer data is more accurate for operational decisions. Benchmarks aggregate many companies, regions, and customer segments, which may not match your business model. Use benchmarks as a directional reference, but make decisions based on your internal, segmented NPS results.
Modern CX platforms like AskNicely offer continuous survey distribution, automated feedback routing, frontline coaching, and analytics dashboards. These tools turn NPS insights into action, helping teams identify pain points, close the loop with detractors, and replicate promoter success.
Benchmarks provide realistic targets for leadership and frontline teams. For example, a healthcare provider with an NPS of 55 can set a target to exceed the industry average of 58 within a year, aligning marketing, operations, and customer service initiatives around measurable improvements.
Absolutely. Customers in different regions may rate experiences differently due to cultural norms or service expectations. Companies should segment NPS by region when benchmarking globally.
High-performing NPS programs correlate strongly with retention and revenue growth. Bain & Company reports that a 7-point increase in NPS can drive ~1% additional revenue growth. While metrics like CSAT or CES provide transactional insights, NPS directly links loyalty to advocacy, retention, and long-term value.
Segment NPS by product, service line, or customer type. This allows you to compare each segment to its respective industry peers. For example, a telecom company might benchmark mobile services against telecom averages, while home internet services have a separate benchmark. This ensures an apples-to-apples comparison.
Frontline employees are critical, they interact directly with customers and can influence loyalty in real time. Empowering staff with feedback visibility and decision-making authority, as AskNicely enables, helps resolve issues quickly, improve service, and create promoters rather than passive or detractor customers.
Yes. AI can uncover trends and predict churn, but benchmarks provide a reality check for human-centric goals. Combining AI insights with benchmark context ensures your strategies are aligned with both industry standards and actionable loyalty drivers.
Treating benchmarks as a target rather than a guide. Many businesses focus solely on “beating the number” instead of understanding what drives scores, addressing customer pain points, or empowering teams to act. Benchmarks are most valuable when used to inform improvement strategies, not just to chase a static score.
