NPS Benchmarks 2026

NPS benchmarks · 2026

45

Ecommerce, median NPS

B2B SaaS

31

Airlines

10

Telecom

5

NPS by Industry

Industry is the #1 predictor of NPS. Ecommerce and hospitality lead; telecom and airlines consistently trail.

NPS by Industry — Detailed Ranges

Always benchmark NPS against your specific industry. An airline with NPS 20 likely outperforms its sector despite being below the cross-industry average.

NPS by Survey Channel

Phone surveys yield the highest NPS (42 median) due to the personal interaction. In-app surveys skew lower because they capture users mid-task friction moments.

NPS by Geography

Cultural rating scale bias significantly affects NPS. Latin America scores highest; Western Europe scores most conservatively. Never compare regions directly without adjustment.

NPS by Geography

Latin America has the highest raw NPS scores due to cultural response bias toward extreme ratings. Western Europe scores most conservatively. Trend analysis is more reliable than cross-regional comparison.

How to Improve NPS

Close the loop with detractors within 48 hours

Following up with detractors (0–6 scores) within 48 hours with a personal outreach converts 25–35% to neutral or promoter. The follow-up message should acknowledge the feedback, take ownership without excuses, and present a specific resolution or next step. Automated "thanks for your feedback" emails do not constitute closing the loop — they make the situation worse.

Identify and replicate promoter patterns

NPS drives value through referrals and renewal behavior. Analyze your promoter cohort: what industry are they in? What was their onboarding experience? What features do they use most? Build a "promoter path" — a sequence of product milestones and engagement moments that correlate with promoter status — and systematically guide new customers toward it.

Ask the "why" question after every NPS response

Raw NPS scores tell you where you stand. The open-text reason tells you why. Categorize NPS verbatims monthly by theme (product quality, pricing, support, ease of use). The top 3 negative themes are your improvement roadmap. The top 3 positive themes reveal your brand strengths worth amplifying in marketing.

Reduce passive conversion lag time

Passives (7–8 scores) represent your highest-ROI NPS opportunity. They are satisfied but not enthusiastic enough to recommend. Identify what would move them from 8 to 9 by adding a targeted follow-up question: "What's the one thing we could do to make you more likely to recommend us?" Build a product roadmap feature prioritization process informed by passive feedback.

Embed NPS tracking into your customer success workflow

NPS measured in isolation is a vanity metric. Embed it into your CS workflow: flag detractors for immediate CS outreach, route promoters to your referral program or review request flow, and track NPS trends by account segment and CS rep. NPS becomes actionable when it drives specific behaviors in real-time, not just when it's reported in a quarterly board deck.

Frequently Asked Questions

Net Promoter Score asks customers: "How likely are you to recommend us to a friend or colleague?" on a 0–10 scale. Promoters (9–10) minus Detractors (0–6) equals NPS. Passives (7–8) are excluded. An NPS of 31 means 31 more promoters than detractors per 100 respondents. NPS ranges from -100 (everyone is a detractor) to +100 (everyone is a promoter).

See how your performance compares

Import a campaign export and see each metric placed against the benchmark for your industry and channel.

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These benchmarks are drawn from a multi-source benchmark cohort aggregated across industries and regions, covering the period Q1 2023 – Q4 2024. Figures on this page come from the Benchmarketing benchmark dataset: thousands of curated benchmark observations spanning channels, industries, and US metro areas, refreshed on a published schedule. Every statistic traces to a named source — no anonymous “studies show.” Data is sourced from:

• WordStream Google Ads Benchmarks (2024) - Third-party research
• Meta Business Insights (2024) - Platform data
• HubSpot Email Marketing Report (2024) - Third-party research
• Unbounce Conversion Benchmark Report (2024) - Third-party research
• Databox Marketing Benchmark Report (2024) - Third-party research
• AdLiftr Snapchat Ads Cost Benchmarks (2026) - Third-party research
• Ad Badger Amazon Advertising Benchmarks (2026) - Third-party research

The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.

Benchmarks reflect median values across large sample sets. Your industry, business model, and account maturity will cause variation. Use P25/P75 ranges to understand realistic distribution.

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