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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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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
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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
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
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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
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
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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
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
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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.