NPS Benchmarks 2026: What Is a Good NPS Score by Industry?

"What is a good NPS score?" It is the single most common question companies ask after running their first Net Promoter Score survey. The honest answer is: it depends. A good NPS for a telecommunications provider would be a disappointing score for a luxury retailer. An excellent NPS in Japan might look mediocre in the United States.

This guide provides the most up-to-date NPS benchmarks for 2026, drawn from published research by Bain & Company, Satmetrix (now part of NICE), CustomerGauge, Retently, and Qualtrics XM Institute. We break the data down by industry, by region, and by business model so you can place your score in the right context and set meaningful targets.

If you are new to Net Promoter Score, start with our complete guide: What Is NPS?.

Understanding NPS Score Ranges

Before diving into industry benchmarks, it helps to establish a universal frame of reference. NPS ranges from -100 to +100. Here is how scores are typically categorized:

These ranges are a starting point, not absolute rules. The sections below will show why industry and regional context is essential.

NPS Benchmarks by Industry (2026)

The following table compiles benchmark data from Bain & Company, Satmetrix, CustomerGauge, and Retently. The ranges reflect the fact that different sources use different methodologies and sample sizes, so we present a realistic range rather than a single number.

Sources: Bain & Company NPS Prism (2025-2026), Satmetrix Global NPS Benchmarks (2025), CustomerGauge NPS Benchmarks Report (2025), Retently NPS Benchmark Data (2026).

Key Takeaways from the Industry Data

Several patterns stand out across the benchmark data:

1. Relationship-driven industries score higher. Consulting, professional services, and B2B SaaS tend to report the highest NPS scores. When customers interact with dedicated account managers and feel personally supported, loyalty runs deeper.

2. Low-choice industries score lower. Telecommunications, utilities, and cable providers consistently report the lowest scores. When customers feel they have few alternatives, dissatisfaction builds, even if the actual service is adequate.

3. Premium tiers outperform budget tiers within the same industry. In airlines, hotels, and retail, the gap between luxury and budget segments can exceed 40 NPS points. This does not necessarily mean budget brands are doing a bad job; customer expectations simply differ.

4. Digital-native companies are raising the bar. Neobanks, D2C brands, and cloud-first SaaS companies are consistently outscoring their traditional counterparts, largely because they can iterate on customer experience faster.

What Affects Your NPS Score?

Understanding why your score is what it is matters more than the number itself. Here are the most common factors that influence NPS, drawn from research by Bain & Company and the Qualtrics XM Institute.

Product and Service Quality

This is the most obvious driver. If your product solves a real problem reliably, your NPS will reflect that. Frequent bugs, outages, or quality issues push respondents into the Detractor category.

Customer Support Experience

According to CustomerGauge's 2025 B2B NPS report, companies that resolve support tickets within 24 hours score on average 20 points higher than those with resolution times over 72 hours. Speed and empathy in support interactions have a measurable impact on NPS.

Ease of Doing Business

Friction in purchasing, onboarding, billing, or cancellation drives Detractors. The Qualtrics XM Institute's 2025 Global Consumer Study found that "ease of use" was the number-one predictor of NPS across all industries studied.

Price-to-Value Perception

NPS does not simply measure satisfaction with the product. It measures whether customers believe the value they receive is worth the price they pay. Companies that communicate value effectively tend to have higher NPS, even at premium price points.

Survey Methodology and Timing

This is a factor many companies overlook. When you send your NPS survey, who you send it to, and how you ask the question all affect the score. Sending a survey immediately after a positive interaction (like a successful onboarding) will yield a higher score than sending it after a billing dispute. Consistency in methodology is critical for meaningful trend tracking. For more on survey design, see our guide: NPS vs. CSAT vs. CES.

How NPS Scores Vary by Region and Culture

One of the most under-discussed aspects of NPS benchmarking is cultural variation. Research from Bain & Company and Satmetrix has consistently shown that respondents in different countries use the 0-10 scale differently, even when their actual satisfaction levels are comparable.

Regional NPS Tendencies

Source: Bain & Company NPS Prism cross-regional analysis (2025), Satmetrix Global Benchmark Study (2025).

What This Means for Global Companies

If your company operates in multiple countries, comparing raw NPS scores across regions will lead to misleading conclusions. A Japanese subsidiary with an NPS of 15 might be outperforming an American subsidiary with an NPS of 45, once cultural response bias is accounted for.

Best practices for global NPS programs include:

• Benchmark each region against local industry norms, not against a single global target.
• Track trends within each region over time rather than comparing absolute numbers across regions.
• Consider cultural calibration if you must create a single global dashboard. Some organizations apply adjustment factors, though this approach requires careful validation.

B2B vs. B2C: Different Benchmarks, Different Dynamics

B2B and B2C NPS programs operate under fundamentally different conditions, and their benchmarks reflect this.

Why B2B Scores Are Typically Higher

According to CustomerGauge's 2025 Account Experience report, the median B2B NPS across industries is approximately 42, compared to a B2C median of roughly 28. Several factors explain this:

• Dedicated account management. B2B customers often have a named contact who manages their relationship, leading to stronger personal connection.
• Higher switching costs. B2B contracts, integrations, and workflows create stickiness that can translate into higher NPS, though this also means Detractors are "trapped" rather than genuinely loyal.
• Smaller, more engaged respondent pools. B2B surveys typically go to known stakeholders who have a vested interest in the relationship, while B2C surveys sample from a broader, less engaged population.
• Relationship NPS bias. B2B programs often survey after account reviews or business reviews, which are inherently relationship-affirming moments.

B2B Benchmark Examples

Sources: CustomerGauge Account Experience Benchmark (2025), Bain & Company B2B NPS data (2025).

B2C Companies with Consistently High NPS

Some consumer brands have built reputations for exceptional NPS over many years:

• Costco: Consistently reported in the 70-80 range. Membership model creates a built-in loyalty dynamic.
• Apple: Typically reported between 60 and 75, driven by ecosystem stickiness and retail experience.
• USAA: Regularly exceeds 75, serving a highly loyal military community with tailored financial products.
• Tesla: Reported between 95 and 97 in early years, though the score has moderated as the customer base has grown.
• Netflix: Historically strong (55-68), though increased competition in streaming has applied downward pressure in recent years.

How to Compare Your NPS Fairly

Knowing the benchmarks is only useful if you compare against them correctly. Here are five principles for fair NPS comparison, informed by guidance from Bain & Company and the Qualtrics XM Institute.

1. Compare Within Your Industry

An NPS of 30 is excellent for a telecom company but below average for a SaaS company. Always start with your own industry's benchmark range.

2. Match the Methodology

Are you running a relational NPS survey (sent periodically to your full customer base) or a transactional NPS survey (sent after specific interactions)? Transactional NPS is typically 10-15 points higher than relational NPS because it captures satisfaction at a moment of engagement. Only compare relational to relational, and transactional to transactional.

3. Account for Your Customer Segment

Enterprise customers, mid-market accounts, and small businesses often have different NPS profiles. If your benchmark source skews toward one segment and your data skews toward another, the comparison will be misleading.

4. Normalize for Region

As discussed above, cultural response bias can shift scores by 20-40 points. If you are a Nordic company comparing against US-centric benchmarks, your scores will look artificially low.

5. Prioritize Your Own Trend

The most actionable benchmark is your own NPS over time. Are you improving quarter over quarter? Is the trend stable or declining? This internal signal is more reliable than any external benchmark because the methodology, audience, and timing remain consistent.

For a deeper dive into choosing the right metric for your program, read our comparison: NPS vs. CSAT vs. CES.

Turning Benchmarks into Action

Benchmarks tell you where you stand. They do not tell you how to improve. Here is a practical framework for moving from measurement to action.

Step 1: Diagnose the Drivers

Pair your NPS survey with an open-text follow-up question such as "What is the primary reason for your score?" Analyze responses using text analytics or manual categorization to identify the top three to five themes driving Detractor and Promoter feedback.

Step 2: Close the Loop

Respond to Detractors within 24-48 hours. According to CustomerGauge's research, companies that close the loop with Detractors can recover up to 50% of at-risk accounts. Promoters also deserve attention. Thank them and ask for referrals, testimonials, or case studies.

Step 3: Set Realistic Targets

Use industry benchmarks to set aspirational but achievable targets. If your industry average is 25 and you are at 18, aim for 28 next year, not 50. Incremental improvement sustained over time is more valuable than an unrealistic target that demoralizes the team.

Step 4: Report and Align

Share NPS data across the organization, not just with the CX team. When product, sales, support, and leadership all see the same data, improvement efforts become cross-functional.

For a step-by-step guide to launching your NPS program, see: Getting Started with NPS.

Common Mistakes When Using NPS Benchmarks

Even experienced CX professionals fall into common traps when working with benchmark data. Watch out for these:

• Cherry-picking favorable benchmarks. It is tempting to select the benchmark source that makes your score look best. Use multiple sources and acknowledge the range.
• Ignoring response rates. A score based on a 5% response rate is far less reliable than one based on 30%. Low response rates introduce self-selection bias.
• Treating NPS as the only metric. NPS measures loyalty and advocacy intent. It does not capture effort, satisfaction with specific interactions, or emotional connection. Pair NPS with CSAT and CES for a complete picture. Learn more: NPS vs. CSAT vs. CES.
• Benchmarking without action. Knowing you are 10 points below the industry average is useless if you do not investigate why and take steps to improve.
• Over-indexing on the number. NPS is a leading indicator, not a KPI to be gamed. Avoid practices like survey timing manipulation or only surveying happy customers.

What the Best Companies Do Differently

Research from Bain & Company's NPS Loyalty Forum and the Qualtrics XM Institute identifies several practices that separate NPS leaders from the pack:

1. They treat NPS as a system, not a score. The original Net Promoter System framework from Bain emphasizes closed-loop feedback, root cause analysis, and organizational accountability, not just measurement.
2. They act on verbatim comments. The qualitative feedback behind the score is where the real insight lives. Leading companies use systematic text analysis to surface actionable themes.
3. They segment their data. Rather than tracking a single company-wide NPS, they break it down by product line, customer segment, region, and touchpoint. This granularity reveals where to focus improvement efforts.
4. They benchmark internally first. Comparing your best-performing region or product against your worst-performing one is often more actionable than comparing against an external benchmark.
5. They invest in Promoter programs. World-class NPS companies do not just fix Detractor issues. They actively leverage Promoters through referral programs, customer advocacy boards, and community building.

Start Tracking Your NPS Today

Understanding benchmarks is an important first step, but the real value comes from measuring your own NPS consistently, acting on the feedback, and tracking your improvement over time.

SurveyGauge makes it easy to launch an NPS program, collect responses, and benchmark your results against industry data, all in one platform. Whether you are running your first survey or scaling an enterprise CX program, we can help you move from measurement to meaningful action.

See our pricing or contact our team to get started.