Benchmark

Benchmarks in Practice

Internal vs. External Benchmarks

Internal benchmark: Comparison with your own historical scores. Example: "Our NPS was 35 in Q1 and is now 42 in Q3, an increase of 7 points."

• Used for: Operational management, goal-setting, measuring impact of initiatives

External benchmark: Comparison with industry, competitors, or "best in class." Example: "Our NPS of 42 is above the industry average of 38 but below the market leader at 55."

• Used for: Strategic context, investor communication, investment prioritization

NPS Benchmarks for Selected Industries (European Average)

Note: Northern European scores are typically 10-15 points lower than equivalent American benchmarks.

Using Benchmarks in Internal Presentations

When presenting NPS or CSAT to leadership, always include three elements:

1. The current score
2. The trend (last 3-4 periods)
3. Industry benchmark (context)

A score without context creates confusion. A score with trend and benchmark creates a basis for decisions. That is the difference between a number and an insight.