- Benchmark
- A reference point that makes your CX numbers meaningful. Without a benchmark, an NPS score is just a number.
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)
| Industry | Typical NPS Range |
|---|---|
| Software companies (B2B SaaS) | 30-50 |
| Retail | 30-45 |
| Telecommunications | 10-30 |
| Insurance | 20-40 |
| Banking and finance | 20-45 |
| Healthcare and pharma | 35-55 |
| E-commerce | 40-60 |
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:
- The current score
- The trend (last 3-4 periods)
- Industry benchmark (context)
A score without context creates confusion. In contrast, a score with trend and benchmark creates a basis for decisions. Ultimately, that is the difference between a number and an insight.
Frequently Asked Questions
Satmetrix, Bain & Company, and national research institutes publish them regularly. Critical point: Northern European NPS scores are systematically 10-15 points lower than North American ones due to cultural scoring differences. Therefore, always use geographically relevant benchmarks.
Both are important, but an internal improvement trend is typically the most action-oriented metric. After all, focusing solely on beating an external benchmark can distract from the internal improvements that drive real customer experience. Best practice: Use external benchmarks for strategic context and investment priorities, internal benchmarks for operational management and goal-setting.
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