Benchmarks and Net Promoter
Customer loyalty measurement


Netpromoter diagram and explanation
  • Promoters
    Loyal enthusiastic customers, who return again and again to buy from the company, and who recommend you to their friends, colleagues and family.

  • Passives
    Satisfied customers, but unenthusiastic about your brand. There is nothing driving them away, but they are vulnerable to being enticed to your competitors.

  • Detractors
    Unhappy, dissatisfied customers, who may damage your brand by spreading negative information, either directly (word-of-mouth) or on social media.







Netpromoter graphic with explanation

  • What could be done better and what was done well

  • What the customer liked most, what they liked least



  • Retail: Apple, Avis, Home Deport, Hertz

  • Financial: Allianz, ING, HSBC, AMEX, Westpac

  • B2B: KPMG, PricewaterhouseCoopers, Bearing Point

  • Consumer Products: Lego, Proctor & Gamble, Grohe

  • Technology: HP, Canon, Dell, LG, Sony, Symantec

  • Telecom: Virgin Media, Verizon, Vodafone, Nokia



  • Franchisees are keeping up brand standards

  • Resellers are promoting your products

  • Promotions are displayed as contracted

  • Staff are complying with the operations manual


Netpromoter auditor arrivingat company
  • Cleanliness and presentation of premises

  • Stock levels, pricing and presentation

  • Hygiene practices and levels

  • Staff levels and presentation

  • OHS compliance



Netpromoter auditor with store staff
  • Take a photo of the front counter from where the customer would be standing while making an order

  • Take a photo of the ATMs from 2m away, then a close up of the ATM keyboard

  • Take a photo of the signage on the front door.

  • Take a photo of the X product display, and a close up of the pricing signage

Example of photos in customer satisfaction report showing bompard jumper

Thumbnail photos within a report on online shopping.


A picture is worth a thousand words