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F O R E S E E E X P E R I E N C E I N D E X : N E T P R O M O T E R S C O R E R E P O R T

N E TP R O M O T E RS C O R E ®

R E P O R T

© 2017 ForeSee

F O R E S E E E X P E R I E N C E I N D E X

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F O R E S E E E X P E R I E N C E I N D E X : N E T P R O M O T E R S C O R E R E P O R T

Net Promoter Score® (NPS) was proposed in

2003 by Fred Reichheld with an article in the

Harvard Business Review that took the c-suite

by storm. The premise is simple: ask a single

question about likelihood to recommend and

use it as an effective proxy for customer loyalty

and satisfaction. In the following 14 years, the

metric has been adopted widely by thousands

of executives around the world looking for a

simple KPI to track customer relationships.

ForeSee has collected more than 200 million

NPS data points for our clients as part of our

proven methodology that measures CX and

prioritizes improvements with certainty. In

our patented model, NPS is a critical business

outcome. Executives can track NPS and watch

how one number changes over time; channel

leaders and analysts can dig into satisfaction

data to learn how to move the needle.

Although we’ve published CX benchmarks for 15

years, for the first time, ForeSee is publishing

NPS benchmarks based on the data we collect

as part of our ForeSee Experience Index (FXI),

an annual study of more than 40,000 consumer

experiences with retail brands in the US and UK.

Visit foresee.com/2017NPS to request a

personalized NPS briefing.

Introducing ForeSee’s NPS Benchmarks

BETTER CX SCORES HIGHER NPS

Net Promoter Score Trends

U.S. RETAIL

2 0 1 2 2 0 1 3 2 0 1 4 2 0 1 5 2 0 1 6

U.K. RETAIL

29 30

26

37

20

34

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Average NPS for American retailers is 34.

Websites scoring higher than 34 can

congratulate themselves for being above

average, but only Amazon, L.L. Bean, and

Adidas, can consider themselves exemplary.

These brands are providing customer

experiences that make customers want to

recommend them. At the other end of the

spectrum, Overstock, Urban Outfitters, and

Fingerhut are struggling. It’s hard to imagine

continued success for these retailers if so

few people are recommending them.

We’ve benchmarked scores on the following

pages by retail category to help retailers more

easily identify their peers and competitors.

Net Promoter Scores: U.S. Retailers

0 1 0 2 0 3 0 4 0 5 0 6 0

APPAREL / ACCESSORIES

COMPUTERS / ELECTRONICS

HOME IMPROVEMENT / HOME FURNISHINGS

MASS MERCHANT

SPECIALTY / NON-APPAREL

LOWNPS AVERAGE

HIGHNPS

7 34 53

23

23

24

3

35

38

35

32

46

44

47

55

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APPAREL / ACCESSORIES NPS

AVERAGE 34

L.L. BEAN 53

ADIDAS 49

VICTORIA'S SECRET 43

FANATICS 42

ABERCROMBIE & FITCH 32

MACY'S 32

NEIMAN MARCUS 32

NIKE 32

J. CREW 31

LAND'S END 31

NORDSTROM 31

GAP 30

FOOT LOCKER 25

RALPH LAUREN 21

URBAN OUTFITTERS 7

MASS MERCHANT NPS

AVERAGE 32

AMAZON 55

COSTCO 45

KOHL'S 42

WALMART 40

JCPENNEY 39

TARGET 34

QVC 29

WALGREENS 26

HSN 21

SEARS 21

OVERSTOCK 13

FINGERHUT 3

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COMPUTER / ELECTRONICS NPS

AVERAGE 35

APPLE 46

BEST BUY 44

NEWEGG 41

TIGERDIRECT 29

HP 28

DELL 24

LENOVO 23

HOME IMPROVEMENT / HOME FURNISHINGS NPS

AVERAGE 38

BED BATH & BEYOND 44

HOME DEPOT 41

WILLIAMS-SONOMA 41

LOWE'S 40

GRAINGER 37

WAYFAIR 23

SPECIALTY / NON-APPAREL NPS

AVERAGE 35

TOYS R US 47

VISTAPRINT 43

SHUTTERFLY 40

ETSY 39

GOOGLE PLAY 36

1-800-FLOWERS.COM 35

OFFICE DEPOT 30

STAPLES 29

DICK'S SPORTING GOODS 24

GROUPON GOODS 24

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Average NPS scores for websites in the U.K. are a

bit lower than in the U.S.; we see the same trend

in CX scores. There are two possible reasons:

1. Our research shows that Europeans tend to

have lower satisfaction scores in general.

For example, Amazon.com has an NPS score

of 55 in the U.S., but Amazon.co.uk has an

NPS score of 41 in the U.K.

2. U.K. retailers measure CX and NPS but have

not yet begun to act on it as effectively

as have U.S. websites. U.K. websites

tend to have more advanced security,

payment options, and delivery flexibility,

while the U.S. has stronger execution

on merchandise, usability, and overall

CX, all factors that lend themselves more

toward inspiring recommendations.

Net Promoter Scores: U.K. Retailers

WEBSITE NPS

AVERAGE 17

JOHN LEWIS 42

AMAZON.CO.UK 41

NETFLIX 37

NEXT 29

APPLE 26

SCREWFIX 25

ASDA 24

BOOTS 24

IKEA 24

MARKS & SPENCER 21

DEBENHAMS 18

NEW LOOK 17

WEBSITE NPS

SPORTS DIRECT 14

TESCO 14

O2 13

VERY 12

ASOS.COM 11

THREE 11

CURRYS 7

SAINSBURY'S 6

B&Q 2

VODAFONE 0

EE -5

HOMEBASE -5

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F O R E S E E E X P E R I E N C E I N D E X : N E T P R O M O T E R S C O R E R E P O R T

ABOUT THE FXI

ForeSee has produced the ForeSee Experience Index (FXI)

since 2005 which quantifies shopper satisfaction with the

digital and brick-and-mortar experiences provided by

top retailers in the U.S. and U.K. As part of this study, we

collect NPS data as an outcome of a good experience.

ForeSee’s retail clients leverage our unique methodology to

continuously measure customer experiences across their web,

mobile and store channels. ForeSee not only helps them know

how well they are meeting customer expectations today, we

utilize predictive analytics to identify which elements of the

experience need improvement in order to drive business results.

This FXI was fielded from November 4 to December 2, 2016

and collected customer experience data from

over 40,000 survey responses.

ABOUT FORESEE

ForeSee pioneered customer experience intelligence in 2001 and has

become a recognized leader in Voice of Customer (VOC) solutions. The

award-winning ForeSee CX Suite helps more than 2,000 companies

worldwide transform their VOC programs into a strategic business

discipline that delivers economic impact. Only ForeSee offers a rigorous

approach to customer experience measurement, access to an unmatched

200 million benchmarked experiences, and actionable insights from a

team of 200 expert analysts that give certainty to CX improvements.

ForeSee is headquartered in Ann Arbor, MI and has offices in New York;

Washington, DC; St. Louis; Cleveland; San Francisco; Vancouver;

and London. For more information, visit www.foresee.com.

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F O R E S E E E X P E R I E N C E I N D E X : N E T P R O M O T E R S C O R E R E P O R T

ABOUT THE RESEARCH TEAM

Client Analyst Kristofer Klette helps companies understand their

customers through solid survey design and meaningful analysis, in

order to support marketing and strategic objectives. Kristofer graduated

from Southern Illinois University Edwardsville with a B.A. in Mass

Communications and a Master of Marketing Research (MMR) degree.

Karly Szczepkowski is a data analyst who has worked with some of

ForeSee’s largest client accounts to help them understand how they

can engage with their visitors to improve loyalty, recommendations,

and regular usage. She also manages all of ForeSee’s more than 600

benchmark categories.

Prior to joining ForeSee in 2013, Karly was an analyst at Wayne State

University in Detroit, MI. Karly graduated from Wayne State University

with a master’s in information science and from the University of

Michigan with a Bachelor in Engineering.