If you’ve ever wanted to know how your business stacks up in the eyes of your customers, you’ve probably heard of net promoter score (NPS). It’s a simple yet powerful way to measure customer loyalty and satisfaction, and many businesses rely on it to guide their growth strategies. But here’s the million-dollar question: what’s the average NPS by industry, and how can you use this data to your advantage?

Let’s break it down and explore the NPS trends in various industries.  

What is NPS?

At its core, NPS is a measure of customer loyalty based on one simple question: “on a scale from 0 to 10, how likely are you to recommend [company/product/service] to a friend or colleague?” Based on their answer, customers are split into three categories:

• Promoters (9-10): loyal fans who love your brand and can’t wait to tell others about it.

• Passives (7-8): satisfied but not wowed — they’re neutral and unlikely to drive much word-of-mouth.

• Detractors (0-6): dissatisfied customers who may be spreading negative feedback.

Your NPS is the difference between the percentage of promoters and detractors. Simple, right?

Why should you care about NPS?

Here’s why NPS matters:

1. It shows you where you stand: Are your customers delighted or just kind of meh about your brand? NPS helps you figure that out.

2. It points to areas for improvement: A low score means there's work to do — whether it’s fixing your product, streamlining customer service, or something else.

3. It tracks loyalty: A high NPS is a great indicator of customer retention, and guess what? Loyal customers are more likely to stick around and refer others.

4. It’s a benchmark: Comparing your NPS to industry averages can give you a clear sense of where you stand.

So, what’s the average NPS by industry?

NPS scores can vary pretty widely depending on the industry, so let’s take a look at some benchmarks across different sectors.

1. Technology & SaaS: 30-50 NPS

If you’re in the tech or SaaS world, you’re in a highly competitive space where customer expectations are sky-high. That means your NPS is likely to fall somewhere between 30 and 50. Saas companies that succeed here focus on delivering exceptional customer success, offering personalized solutions, and creating seamless experiences.

2. Retail & e-commerce: 30-40 NPS

In retail and e-commerce, customer experience is everything. The average NPS in this space usually hovers around 30 to 40. With the rise of online shopping, expectations for fast shipping, hassle-free returns, and personalized experiences are higher than ever. E-commerce giants with the best NPS scores are those who excel at meeting these demands.

3. Healthcare: 20-40 NPS

Healthcare services have some of the most varied NPS scores. On average, healthcare companies fall between 20 and 40, but those offering top-notch patient care and communication can score higher. The more personalized and accessible the service, the better the NPS.

4. Financial services: 20-40 NPS

When it comes to financial services — whether it’s banking, insurance, or investments — trust is crucial. The average NPS here ranges between 20 and 40. The companies with higher NPS scores often emphasize reliability, transparency, and exceptional customer support to build long-term relationships.

5. Hospitality & travel: 40-60 NPS

In the hospitality world (think hotels, airlines, and resorts), customer service and memorable experiences are king. The average NPS for this sector usually lands between 40 and 60, and the companies that consistently earn high scores go above and beyond to provide personalized services and seamless travel experiences.

6. Consumer goods: 30-50 NPS

For consumer goods companies, brand loyalty plays a huge role. The average NPS in this industry typically falls between 30 and 50, with strong brands seeing higher scores. Companies that excel at creating quality products and engaging customers on a deeper level tend to attract more promoters.

7. Telecommunications: 10-30 NPS

Telecom providers often struggle when it comes to customer satisfaction, which leads to lower NPS scores — typically between 10 and 30. The telecom industry faces unique challenges, including pricing complaints, service outages, and customer support issues. Improving these areas can help boost customer loyalty and raise NPS scores.

Key trends shaping NPS across industries

• Customer experience is the top priority: No surprise here — businesses across all industries are increasingly focusing on customer experience to improve their NPS scores.

• Personalization is key: Tailoring your product, service, or communications to individual customer needs helps create strong emotional connections and drives loyalty.

• Real-time feedback: Companies are using tech to gather real-time feedback and take immediate action to improve the customer experience.

• NPS as a growth tool: In sectors like SaaS and technology, companies are using NPS not just for measurement but as a growth-driving strategy.

How can you improve your NPS?

1. Amp up customer service: exceptional service is the quickest way to turn detractors into promoters.

2. Act on customer feedback: Low scores are an opportunity to improve. Listen to your customers and make changes accordingly.

3. Make it personal: Personalized experiences will make customers feel valued and more likely to recommend your brand.

4. Leverage technology: Tools like XEBO.ai can help you map out customer journeys and fine-tune your approach for better results.

Wrapping up

The average NPS by industry can give you a snapshot of how your business is performing compared to others in your sector. But remember, it’s not just about numbers — it’s about creating meaningful, lasting connections with your customers. By focusing on what matters most — service, personalization, and customer feedback — you can improve your NPS and drive customer loyalty for years to come.

Ready to boost your NPS? Schedule a free demo with XEBO.ai and get the insights you need to transform your customer experience and grow your business.

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