XM Institute NPS Benchmarks XM Institute NPS Benchmarks

XM Solution Guided Program

XM Institute NPS Benchmarks

Compare the performance of your organizations NPS against industry peers and best-in-class organizations delivering superior customer experiences.

Core Experience

Customer Experience

Created By

Qualtrics XM Institute


Included with License


Net Promoter Score

Measuring customer experience over time provides valuable insight into performance trends.  But comparing your results against those of your peers provides even deeper insights into how well your organization is meeting the expectations of customers across the market.

Many large companies use Net Promoter® Score (NPS®) to evaluate their customers’ loyalty. To compare scores across organizations and industries, the XM Institute measured the NPS of more than 340 companies across 20 industries based on a survey of 10,000 U.S. consumers.

NPS Benchmarks from the XM Institute help your organization to clearly understand the leaders delivering the best customer experiences in each industry and identify how the results of your organization compare.  These results can be included within your Qualtrics CX dashboards to provide an ongoing comparison, and to help prioritize customer experience activities and investments.

With XM Institutes NPS Benchmarks companies can:

  1. Understand how their organization NPS performance compares against industry peers and against the market overall
  2. Identify organizations that are delivering best-in-class customer experiences based on NPS
  3. Establish NPS goals based on company and industry comparisons

Net Promoter® and NPS® are registered trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld.

Outcomes Delivered

  1. Close competitive customer experience gaps
  2. Prioritize strategic business initiatives
  3. Compare NPS to similar companies in your industry

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Incorporate industry benchmarks into your Qualtrics CX dashboards 

NPS scores vary greatly by industry, so comparing your NPS to similar companies in your sector is the best way to track your customer experience program.

What You Get

Get NPS scores for 340 companies across 20 Industries to use as a benchmark to compare the performance of your own organization.  This includes NPS benchmarks across the following industries:

  • Airlines
  • Auto Dealers
  • Banks
  • Computers & Tablets
  • Credit Cards
  • Fast Food
  • Health Plans
  • Hotels & Rooms
  • Insurance Carriers
  • Investment Firms
  • Parcel Delivery
  • Rental Cars & Transport
  • Retailers
  • Software Firms
  • Streaming Media
  • Supermarkets
  • TV/ Internet Service
  • TVs & Appliances
  • Utilities
  • Wireless Carriers

Incorporate Into Your Qualtrics Dashboards

Include this NPS benchmark data into existing Customer Experience dashboards to serve as a reference point for NPS scores for your organization.  This could include a market average NPS score or Industry benchmarks.

Service and Implementation

The inclusion of the XM Institute NPS Benchmarks can be included within the initial delivery of Qualtrics CX report views, or can be easily added at a later time.

Additional Resources

  1. NPS Benchmarks implementation documentation from Qualtrics Support Center
  2. What is Net Promoter Score?
  3. NPS Survey Software
  4. Transactional vs Relational NPS

Solution Details

Required License: Customer Experience 1+.

If you’re an existing Qualtrics customer, contact your Account Executive. If you do not know your Account Executive, please request a demo above.



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