This is a question that we frequently get asked by our clients. It seems like an important one; if you have just surveyed many of your customers to measure NPS you need to know what this number really means. However the answer to this question is not straight-forward and can depend on many factors.
As we are a b2b specialist research company, we will focus on b2b markets (b2c markets tend to score very differently and often much higher!). When asked this question we answer that the average b2b NPS is +35. This score is a result of data collected through external research conducted by B2B International for our Superpowers research. In 2022 we gathered the views of 3,325 b2b buyers spanning a range of countries, sizes of organizations, industries, and seniorities.
However, knowing this average doesn’t tend to be enough. If 35 is the average, then what is good? Instead of looking at good, we often then refer to ‘best-in-class’. If we look at the best scores that we have collected in b2b markets, then the top scores are in the range 65-75. This is a large jump from 35, and perhaps a daunting score to achieve from your starting point.
Our research also highlights that it is important to take into account cultural survey bias. We have found that there is consistently differences in the way different cultures place their sentiment on a 0 to 10 scale. The map below shows how average NPS scores can vary by different continent. The Americas are known to often give more positive ratings than Europeans. Even within a continent however there can be significant variation – Mexico is often the most likely country to give you a 10, whereas Canada is one of the least likely to flatter you. Putting your NPS in context of whom you asked the question to in the first place is important.
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In summary, there is not a single answer to the question ‘what is a good NPS?’; it very much depends on your perspective. Our advice is to take moving your NPS one step at a time. It takes a lot of time and work to make big shifts in your NPS score and likely significant investment as well. It is best to set realistic goals for the company and make targets of moving your NPS by small amounts in the right direction each year. NPS score is a tool that works best when it is about making internal changes that will ultimately benefit your customers, rather than worrying about what other company’s NPS ratings are.
