net promoter® benchmark report us consumer 2014 · net promoter industry report s a t m e t r i x...

A I R L I N E S

Net Promoter

Industry Report

S A T M E T R I X . C O M / B E N C H M A R K I N G

AIRLINES

HOTELS

TRAVEL & HOSPITALITY

US CONSUMER

2014

FINANCIAL SERVICES BANKING

BROKERAGE & INVESTMENTS

CREDIT CARDS

INSURANCE

HEALTH INSURANCE

AUTO INSURANCE

HOME & CONTENTS INSURANCE

LIFE INSURANCE

TECHNOLOGY & ELECTRONICS

SOFTWARE & APPS

SMARTPHONES

TABLET COMPUTERS

LAPTOP COMPUTERS

ONLINE SERVICES

ONLINE SHOPPING

ONLINE ENTERTAINMENT

TRAVEL WEBSITES

TELECOMMUNICATIONS

CELL PHONE SERVICE

CABLE & SATELLITE TV

INTERNET SERVICE

RETAIL STORES

GROCERY & SUPERMARKETS

DEPARTMENT & SPECIALTY STORES

DRUG STORES & PHARMACIES

TRAVEL & HOSPITALITY

AIRLINES

HOTELS

SATMETRIX.COM/BENCHMARKING

Also Available In the Satmetrix 2014 US Consumer Report Series

Business to Consumer: Airlines 2014

Contents

1 Net Promoter US Consumer Study 2014 Overview 4

2 The US 2014 Airlines ConsumerBenchmark 5

3 Year on Year Changes in Net Promoter® Score 7

4 Interpreting the Information in your Report 10

1st: Southwest 12

2nd: Jet Blue 14

3rd: Virgin America 16

4th: Alaska 18

5th: Delta 20

6th: AirTran 22

7th: Continental 24

8th: United 26

9th: American 28

10th: US Airways 30

5 Appendix 33

6 Legal Information 35

7 Artwork Attribution 38

3

Satmetrix Data Products: Net Promoter® Benchmarks

1 NetPromoterUSConsumerStudy2014Overview

Net Promoter is both a loyalty metric and a discipline for using customer feedback to fuelprofitable growth. Developed by Satmetrix, Bain & Company, and Fred Reichheld, the con-cept was first popularized through Reichheld's book The Ultimate Question, and has sincebeen embraced by leading companies worldwide as the standard for measuring and improv-ing customer loyalty.

The Net Promoter Score, or NPS®, is a loyalty metric that is calculated by placing a com-pany's customers into three categories: Promoters, Passives, and Detractors. Customers areasked one key loyalty question: How likely is it that you would recommend [Company X orBrand X] to a friend or colleague? Customers respond on a 0-to-10 point rating scale, with 0being not at all likely, and 10 being extremely likely to recommend. Responses are catego-rized as follows:

• Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fu-eling growth.

• Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable tocompetitive offerings.

• Detractors (score 0-6) are unhappy customers who can damage your brand and impedegrowth through negative word-of-mouth.

To calculate a company's Net Promoter Score, take the percentage of customers who arePromoters and subtract the percentage who are Detractors. The resulting NPS can provideinsight on competitive position among companies in a given industry. By understanding at-tributes of the customer experience that influence the recommend score and NPS, compa-nies canmake improvements to product and service design and delivery to support profitablegrowth.

1.1 About the 2014 Satmetrix Net Promoter Benchmarks

TheNet Promoter Benchmarks are compiled by Satmetrix, the co-developer of Net Promoter,to help companies compare their Net Promoter Score performance to other leading brands.The business-to-consumer benchmarks rate leading consumer brands across a variety of in-dustry sectors and countries.

Data for the 2014 US consumer benchmark was collected in January 2014 using an opt-in email survey with more than 24,000 individuals in the United States across more than 200brands in 22 industry sectors. The database includes brands for which 100 ormore responseswere received regarding the company's products and/or services. This tends to capture thelargest companies operating in the market, but is subject to some variability based on therespondent sample.

In addition this this report, the respondent-level dataunderlying thefindings and statisticscan also be purchased from Satmetrix.

For more information on Net Promoter and the data collectionmethodology, refer to theAppendix.

4


2 The US 2014 Airlines ConsumerBenchmark

2.1 Net Promoter® Scores

The 2014USConsumerAirlines study, features ratings for 10 different companies, from2,362US consumers. Below are the Net Promoter® scores for each brand covered. Each brand'sscore is plotted as a red dot. The standard error of the NPS® statistic is plotted as horizontalbars either side of the score. Scores are sorted highest to lowest.

19

47

3

17

21

56

62

10

−8

48

US Airways

American

United

Continental

AirTran

Delta

Alaska

Virgin America

Jet Blue

Southwest

0 20 40 60

2014 Net Promoter® Score

5


2.2 Net Promoter® Category Breakdown

The following figure breaks down the proportion of respondents categorized as Promoters,Passvies, or Detractors for each brand

21%

11%

32%

25%

23%

27%

36%

13%

38%

31%

32%

34%

33%

24%

21%

37%

35%

26%

40%

58%

35%

41%

44%

66%

71%

37%

28%

61%

US Airways

American

United

Continental

AirTran

Delta

Alaska

Virgin America

Jet Blue

Southwest

0% 25% 50% 75% 100%

Proportion of Respondents

Detractor Passive Promoter

2.3 Response Counts

The table below contains the total number of responses for each brand, and thier distributionacross the different Net Promoter® categories.

Company Detractor Passive Promoter TotalSouthwest 25 64 214 303Jet Blue 29 73 198 300Virgin America 20 40 95 155Alaska 33 92 175 300Delta 69 100 133 302AirTran 64 115 121 300Continental 74 102 124 300United 80 110 110 300American 99 99 107 305US Airways 110 107 86 303

6


3 YearonYearChanges inNetPromoter®Score

3.1 2014 Vs. 2013 NPS®

The Airlines sector has been a part of the Satmetrix annual US consumer benchmark studysince 2010. The following chart shows how the scores of the covered brands have changedsince the 2013 study. Standard errors around the scores are displayed at horizontal lines.

US Airways

American

United

Continental

AirTran

Delta

Alaska

Virgin America

Jet Blue

Southwest

0 25 50

Net Promoter® Score

Year

2013

2014

7


3.2 Significance Testing Changes since 2013

The following chart displays the annual NPS® changes for the brands covered, ordered by thesize of the difference. The colour of the dots indicates levels of statistical significance; howlikely it is that NPS® changes in our sample reflect changes we would see if it was possible tointerview a brand's entire customer base.

US Airways

American

Alaska

Southwest

AirTran

Virgin America

Jet Blue

Continental

Delta

United

−15 −10 −5 0 5

2014−2013 NPS® Change

Confidence

Non Sig.

95%

8


3.3 Trends over time

The following array shows an NPS trend chart for the brands tracked in the Airlines sector,ordered from highest to lowest NPS for 2014. Each chart displays the year on the x (horizon-tal) axis, and NPS on the y (vertical) axis. The year-on-year trend for each brand is in black.The trendlines for all the brands in the study is shown in the background in grey, for context.Year-on-year changes which are significant (>90% confidence) are indicated with a black dot.Multi-year trends can be significant without each annual score difference being significant(e.g. a general upwards trend over four years).

Southwest Jet Blue Virgin America Alaska

Delta AirTran Continental United

American US Airways

0

25

50

0

25

50

0

25

50

2010 2012 2014 2010 2012 2014

2010 2012 2014 2010 2012 2014

Ne

t P

rom

ote

r® S

co

re

9

3 Interpreting the Information in your Report

The following section provides a statistical profile of the brands covered in this study, with a double page spread on each. In addition to Likelihood to Recommend and NPS®, this study compares companies’ performance on various “drivers,” or attributes of the customer expe-rience that may influence customers’ loyalty. Consumers rated their satisfaction with each attribute on a 0 to 10 scale when responding to the benchmark survey. A company’s per-formance on a particular driver is summarised as the average satisfaction score given. The information on each brand is organised into three sections.

1 NPS®

2 Analysis of Relationship Drivers

3 Analysis of Industry Drivers

NPS®The upper pane provides information on each company’s NPS®, their breakdown by the Net Promoter categories, and their Likelihood to Recommend distribution. Also provided are some key demographics of the sample; Age, Income and Tenure.

Analysis of Relationship DriversRelationship drivers are questions which are asked across all industries in the Satmetrix Con-sumer Benchmark studies, and pertain to a customer’s overall relationship with a brand, and brand-perceptions based upon their experiences.

Analysis of Industry DriversThese are industry-specific drivers, which are tailored to each of the 22 sectors covered in the Satmetrix 2014 US consumer research. These measure customers satisfaction with spe-cific aspects of a product or service within a vertical.


10

Competitive Performance: DotplotsDot plots can be used to com-pare a company’s performance against their competitors in the benchmark, for different driv-ers. A company’s average satis-faction score is represented as a blue dot, while the Sector av-erage, best, and worst scores in the benchmark are represented in gray. In the example to the left for Southwest Airlines, we can see that they score very highly relative to the other Airlines on many aspects. The exception is

the quality of In Flight Entertainment, where they score below average.

Importance Vs. Performance: Quadrant PlotsWhile average scores give a good idea of a company’s performance on different loyalty driv-ers, it’s also worth taking into consideration each driver’s importance. By importance, here we mean its likely effect on a customer’s Likelihood to Recommend that brand. Important

drivers have a stronger association with Likelihood to Recommend; improvements to these aspects are likely to have a greater impact on loyalty than improvements to less important aspects. The importance statistic used here is the correlation (Pearson’s r) of each driver with Likelihood to Recommend. Looking at the performance and importance of drivers simultaneously can help you understand how each driver is af-

fecting loyalty. The mid-points of the performance and importance statistics are indicated with gray lines, dividing the plot area into quadrants, segment-ing drivers into categories which are likely to have differential effects on the customer experience. In the Southwest Airlines ex-ample to the left, we can

see that although they scored low relative to the competition for In Flight Entertainment, for Southwest customers, this is one of the least important aspects of their relationship. We can also see a broadly positive relationship between performance and importance; in gen-eral Southwest’s perceived strengths are the more important aspects to its customers. One final dimension added to these charts is the size of the bubble, representing the proportion of customers who responded to the question. A bubble smaller than the others on the chart indicates a larger proportion of ‘Not applicable’ answers - a driver which not all customers have experience of.

Impa

ct o

n Lo

yalty

Consumer Satisfaction

PrioritizeHIGH IMPORTANCE

LOW PERFORMANCE

LeverageHIGH IMPORTANCE

HIGH PERFORMANCE

ImproveLOW IMPORTANCE

LOW PERFORMANCE

MaintainLOW IMPORTANCE

HIGH PERFORMANCE

Seat Comfort

In Flight Entertainment Quality

Food & Drink Quality

Ease of Booking Baggage and Extras

Check In Process

Efficiency & Attention of Cabin Staff

Attitude & Friendliness of Cabin Staff

6.5 7.0 7.5 8.0 8.5 9.0

Mean Satisfaction Score


11


1st: Southwest

62Detractor

Passive

Promoter

8%

21%

71%

Competitive Performance: Relationship Drivers

Overall Value for Money

Product or Service Features

Product or Service Reliability

Treats customers fairly

Customer Service Experience

Company Reputation

Buying/Sign−up Experience

Ease of Doing Business

Online Experience

7.0 7.5 8.0 8.5


Competitive Performance: Industry Drivers

Seat Comfort




Check In Process



6.5 7.0 7.5 8.0 8.5


12


0 1 2 3 4 5 6 7 8 9 10Average Years of Custom:

Average Income:

Average Age:

5.6

$74.4k

50

Importance-Performance Plots: Relationship Drivers

Lik

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8.5 8.6 8.7 8.8 8.9

a

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Online Experience

Company Reputation





Importance-Performance Plots: Industry Drivers

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7.0 7.5 8.0 8.5 9.0

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Seat Comfort





Check In Process

13


2nd: Jet Blue

56Detractor

Passive

Promoter

10%

24%

66%







Company Reputation



Online Experience

7.0 7.5 8.0 8.5



Seat Comfort




Check In Process



6.5 7.0 7.5 8.0 8.5


14



Average Income:

Average Age:

4.5

$84.4k

45


Lik

elih

oo

d t

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om

me

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(r)

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.56

.58

.60

.62

.64

.66

.68

.70

8.45 8.50 8.55 8.60 8.65

a

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Online Experience






Company Reputation


Lik

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.40

.45

.50

.55

.60

7.8 8.0 8.2 8.4 8.6

a

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Seat Comfort




Check In Process

15


3rd: Virgin America

48Detractor

Passive

Promoter

13%

26%

61%







Company Reputation



Online Experience

7.0 7.5 8.0 8.5



Seat Comfort




Check In Process



6.5 7.0 7.5 8.0 8.5


16



Average Income:

Average Age:

3

$83k

40


Lik

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d t

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om

me

nd

(r)

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lati

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.55

.60

.65

.70

8.3 8.4 8.5 8.6 8.7 8.8

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Online Experience







Company Reputation



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.40

.45

.50

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8.0 8.2 8.4 8.6 8.8

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Seat Comfort




Check In Process


17


4th: Alaska

47Detractor

Passive

Promoter

11%

31%

58%







Company Reputation



Online Experience

7.0 7.5 8.0 8.5



Seat Comfort




Check In Process



6.5 7.0 7.5 8.0 8.5


18



Average Income:

Average Age:

4.8

$82.8k

50


Lik

elih

oo

d t

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ec

om

me

nd

(r)

Co

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lati

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wit

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.50

.55

.60

.65

.70

7.9 8.0 8.1 8.2 8.3 8.4 8.5

a

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Online Experience






Company Reputation



Lik

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.40

.45

.50

.55

7.0 7.5 8.0 8.5

a

b

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Seat Comfort




Check In Process

19


5th: Delta

21Detractor

Passive

Promoter

23%

33%

44%







Company Reputation



Online Experience

7.0 7.5 8.0 8.5



Seat Comfort




Check In Process



6.5 7.0 7.5 8.0 8.5


20



Average Income:

Average Age:

5.5

$73.5k

50


Lik

elih

oo

d t

o R

ec

om

me

nd

(r)

Co

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lati

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wit

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.55

.60

.65

.70

.75

7.3 7.4 7.5 7.6 7.7 7.8 7.9 8.0

a

bc

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Online Experience






Company Reputation



Lik

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.44

.46

.48

.50

.52

6.5 7.0 7.5 8.0 8.5

a

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Check In Process



Seat Comfort




21


6th: AirTran

19Detractor

Passive

Promoter

21%

38%

40%







Company Reputation



Online Experience

7.0 7.5 8.0 8.5



Seat Comfort




Check In Process



6.5 7.0 7.5 8.0 8.5


22



Average Income:

Average Age:

4.4

$87.3k

46


Lik

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d t

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7.5 7.6 7.7 7.8 7.9 8.0 8.1 8.2

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Online Experience

Company Reputation







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.36

.38

.40

.42

.44

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.50

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Seat Comfort

Check In Process

23


7th: Continental

17Detractor

Passive

Promoter

25%

34%

41%







Company Reputation



Online Experience

7.0 7.5 8.0 8.5



Seat Comfort




Check In Process



6.5 7.0 7.5 8.0 8.5


24



Average Income:

Average Age:

5.9

$92.2k

45


Lik

elih

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d t

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om

me

nd

(r)

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.55

.60

.65

7.3 7.4 7.5 7.6 7.7 7.8 7.9

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Company Reputation


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.44

.46

.48

.50

.52

.54

.56

6.6 6.8 7.0 7.2 7.4 7.6 7.8 8.0

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Seat Comfort

Check In Process


25


8th: United

10Detractor

Passive

Promoter

27%

37%

37%







Company Reputation



Online Experience

7.0 7.5 8.0 8.5



Seat Comfort




Check In Process



6.5 7.0 7.5 8.0 8.5


26



Average Income:

Average Age:

5.8

$86.1k

49


Lik

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.70

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Seat Comfort




Check In Process



27


9th: American

3Detractor

Passive

Promoter

32%

32%

35%







Company Reputation



Online Experience

7.0 7.5 8.0 8.5



Seat Comfort




Check In Process



6.5 7.0 7.5 8.0 8.5


28



Average Income:

Average Age:

5.7

$84.8k

50


Lik

elih

oo

d t

o R

ec

om

me

nd

(r)

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lati

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wit

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.50

.55

.60

.65

.70

.75

7.0 7.2 7.4 7.6 7.8 8.0

a

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Online Experience





Company Reputation





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.40

.45

.50

.55

6.5 7.0 7.5 8.0

a

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Seat Comfort






Check In Process

29


10th: US Airways

−8Detractor

Passive

Promoter

36%

35%

28%







Company Reputation



Online Experience

7.0 7.5 8.0 8.5



Seat Comfort




Check In Process



6.5 7.0 7.5 8.0 8.5


30



Average Income:

Average Age:

5.2

$84.3k

51


Lik

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me

nd

(r)

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.50

.55

.60

.65

.70

.75

7.0 7.2 7.4 7.6 7.8

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Online Experience





Company Reputation




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(r)

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.40

.45

.50

.55

6.0 6.5 7.0 7.5 8.0

ab

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Seat Comfort

Check In Process






31


5 Appendix5.1 Data Collection Methodology

The Satmetrix Net Promoter benchmark database is populated with valid, statistically mean-ingful data that companies can use to compare their performance against others within andacross industry sectors. The opt-in email survey uses lists of individuals who had previouslyindicated interest in participating in similar studies. An email invitation explains the purposeof the survey, offers an incentive to participate, and provides a link that allows individuals tocomplete the survey online.

All respondents are familiar with the products and services that are the subject of thesurvey, having indicated that they had significant experience as a personal consumer withinthe previous year. Participants select the primary brand they do business with in each sector.Respondent screening and qualification is based on two levels of questioning. Examples ofthe screening questions are shown below:

• Sector experience: "In the past year, which types of products and services within thisindustry have you frequently used as a personal consumer?" Respondents are presentedwith a list of sectors within the industry. Respondents who select a sector to move tothe final stage of qualification for brands within that sector.

• Primary provider: "Which of the following providers have you had the most experiencewith as a personal customer/consumer in the past year? If you cannot find your provider,then select 'Other' and enter the company name in the space provided." If a respondentselects one of the brands from our pre-defined list, they qualify.

Results are compiled shortly after each study's completion.

5.2 Data Collection Period

The data for this study was collected in January 2014.

5.3 Internal vs. External Net Promoter Data Collection

There is a difference between internal Net Promoter data (i.e., Net Promoter data collectedby a company canvassing its current customer base) and external Net Promoter data (i.e.,Net Promoter data collected by a third party using third party respondents). The expecteddifference results from varying respondent samples.

Internally collected Net Promoter data is generated through a process by which com-panies measure customer experience with the goal of improving loyalty and Net PromoterScores. Respondents in the sample come from the company's current customer base. Data,including Net Promoter Scores, are used within the company to understand how teams, re-gions, products, business units, and market segments are performing, and to drive closed-loop follow up action and customer experience improvements.

External data, as provided in this report, provide a snapshot of each company's marketreputation for comparative purposes. Respondents in the sample include consumers whohave purchased from the company within the past year, whichmay include current customersas well as recent customers.

5.4 Netpromoter.com

For more information on the Net Promoter metric and discipline, visit the official website ofthe Net Promoter Community at www.netpromoter.com. The site also includes information

33


on community events, training opportunities, and other new developments for companiesusing Net Promoter.

5.5 About Satmetrix

Satmetrix is the leading provider of cloud-based customer experience software for compa-nies worldwide. As co-developer of the industry-leading Net Promoter® methodology, itsapplications deliver full process support to help companies reduce customer churn, mobilizeloyal promoters, generate more powerful insights and drive customer obsession through ac-countability. With experience on more than 700 deployments in 40 languages, Satmetrix hasthe knowledge to accelerate the success of customer experience efforts using Net Promoter.Formore information, visitwww.satmetrix.com, or call us at 1.888.800.2313 inNorthAmerica,or +44.845.371.1040 in the UK and Europe.

34


6 Legal Information

Trademarks

Net Promoter, NPS, and Net Promoter Scoreare trademarks of Satmetrix Systems, Inc.,Bain & Company, Inc., and Fred Reichheld.Satmetrix and the Satmetrix logo are regis-tered trademarks of Satmetrix Systems, Inc.All other trademarks are the property of theirrespective owners.

Copy of Data License Terms and Conditions

THE DATA REFERENCED IN THIS DOCUMENTIS LICENSED ONLY TO THE ORIGINAL PUR-CHASER OF THE LICENSE SOLELY FOR THEINTERNAL USE OF THE PURCHASER'S COM-PANY, subject to the terms and conditions re-produced below. If you are not the originalpurchaser of the license, you should familiar-ize yourself with these terms and conditionsand ensure that an appropriate license hasbeen purchased for use by your company.

THIS IS A LICENSE AGREEMENT ("AGREE-MENT") BETWEEN SATMETRIX SYSTEMS,INC. ("SATMETRIX") AND THE ENTITY ("LI-CENSEE"OR "YOU")WHOWISHESTOACCESSOR DOWNLOAD SATMETRIX PROPRIETARYDATA PRODUCT(S) AND ASSOCIATED DOC-UMENTATION (THE "DATA"). THIS AGREE-MENT GOVERNS LICENSEE'S USE OF THEDATA. SATMETRIX IS WILLING TO GRANT LI-CENSEE THE FOLLOWING LICENSE TO USETHE DATA ONLY ON THE CONDITION THATLICENSEEACCEPTALL TERMS INTHISAGREE-MENT.

6.1 DEFINITIONS.

"Intellectual Property Rights" means world-wide patents, copyrights, trademarks, ser-vicemarks, trade names, domain name rights,know-how and other trade secret rights, andall other intellectual property rights and sim-ilar forms of protection. "Licensee Conclu-sions" means the results of Licensee's use ofthe Data for the Permitted Purpose (as de-fined below). "Permitted Purpose" meansgenerating analysis, results, and conclusionsbased on the Data, solely for Licensee's in-ternal business purposes and not for the pro-

vision of the Data to any third party forcommercial purposes. "Reporting Website"means Satmetrix's online reporting websitefrom which the Data may be accessed ordownloaded. "User" means Licensee's em-ployees, consultants, contractors, or agentswho are authorized to access the ReportingWebsite and have been supplied user IDs andpasswords by Satmetrix.

6.2 LICENSE GRANT.

Subject to the terms and conditions of thisAgreement, Satmetrix hereby grants to Li-censee a non-exclusive, non-transferable,non-sublicenseable license to use, modifyand create derivative works of the Data in-ternally, solely for the Permitted Purposes.Licensee agrees, represents, and warrants toSatmetrix, both during and after the term ofthis Agreement, that: (a) Licensee will notdisclose, disseminate, reproduce or publishany portion of the ReportingWebsite or Dataexcept internally for the Permitted Purposes(including without limitation any derivativework ormodification permitted by Section 1);(b) Licensee will not permit any parent, sub-sidiary, affiliated entity or other third partyto use the Data or any portion thereof otherthan as expressly authorized in this Agree-ment, or with Satmetrix's prior written con-sent on a case-by-case basis; (c) Licensee'suse of the Data, including for the PermittedPurposes, will not violate any agreement towhich Licensee is a party; (d) Licensee willnot use, merge, commingle or mix the Dataor any portion thereof with other data fromany other source without prior written noticeto Satmetrix on a case-by-case basis; (e) Li-censee will not use the Data for any purposethat (i) infringes any third party's copyright,patent, trademark, trade secret or other pro-prietary rights or rights of publicity or privacy;(ii) violates any law, statute, ordinance or reg-ulation (including without limitation the lawsand regulations governing unfair competi-tion, anti-discrimination or false advertising);or (iii) is defamatory, trade libelous, unlaw-fully threatening or unlawfully harassing; and

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(f) Licensee will not transfer the Data to anythird party without Satmetrix's prior writtenconsent on a case-by-case basis.

6.3 RESPONSIBILITIES.

Licensee will abide by all applicable laws andregulations in connection with use of the Re-porting Website and Data. Licensee will beresponsible for any and all access to and useof the Reporting Website and/or Data by anyactual or purported User. Licensee acknowl-edges that Licensee's access information, in-cluding User IDs and passwords of its Users,will be Licensee's "key" to theReportingWeb-site and, accordingly, Licensee will be respon-sible for maintaining the confidentiality ofsuch access information (including each UserID and password). Licensee will promptly: (i)notify Satmetrix of any unauthorized use ofany password or account or any other knownor suspected security breach; and (ii) reportto Satmetrix and use reasonable efforts tostop any known or suspected copying or dis-tribution of the Data. Licensee will not pro-vide false identity information to gain unau-thorized access to the Reporting Website.

6.4 INTELLECTUAL PROPERTY OWN-ERSHIP.

Satmetrix owns all right, title and interest, in-cluding related Intellectual Property Rights,in and to the Reporting Website, Data, andany related suggestions, enhancement re-quests, and feedback. Licensee agrees thatthe Satmetrix name and logo, the Net Pro-moter name and logo, and the ReportingWebsite-related product names are trade-marks of Satmetrix or its licensors. Subjectto the following, no license to such marks isgranted. Licensee agrees that, where prac-ticable, the first or more prominent use ofa Satmetrix mark (including Net Promoter,NPS, and Net Promoter Score,) in a Licenseedocument or website will include the follow-ing attribution(s), as applicable: "Satmetrix isa trademark of Satmetrix Systems, Inc. NetPromoter, NPS, and Net Promoter Score aretrademarks of Satmetrix Systems, Inc., Bainand Company, Inc., and Fred Reichheld."

6.5 TERM; TERMINATION.

This Agreement commences on the date ofpurchase or the first date on which Licenseeaccesses any portion of the Data (whicheveroccurs first) and, unless earlier terminatedpursuant to this Agreement, will continuefor one (1) year thereafter. This Agree-ment will automatically terminate upon Li-censee's breach of any provision set forthherein. Licensee may terminate this Agree-ment upon Satmetrix's breach that remainsuncured for thirty (30) days following noticefrom Licensee regarding such breach. Uponexpiration or termination of this Agreement:(a) amounts owed to Satmetrix for the Data,and fees applicable to the duration of the ter-minated Data subscription, will be due andpayable; (b) all subscriptions granted underthis Agreement and Satmetrix's obligation toprovide the Reporting Website and Data, andLicensee's right to access the ReportingWeb-site, will terminate (however, Licensee's rightto access and use the Data that Licenseeaccessed prior to termination will survive,unless Satmetrix terminates this Agreementdue to Licensee's breach of Section 2); and(c) Sections 1, 2 (unless Satmetrix terminatesthis Agreement due to Licensee's breach ofSection 2), 4, 5 (regarding effect of termina-tion), 6, 7, and 8 will survive.

6.6 REPRESENTATIONS AND WAR-RANTIES.

Each party represents and warrants that ithas the power and authority to enter intothis Agreement. EXCEPT AS SET FORTHIN THIS SECTION 6, ALL OTHER REPRESEN-TATIONS AND WARRANTIES, EXPRESS, IM-PLIED, AND STATUTORY, INCLUDING ANY IM-PLIED WARRANTY OF MERCHANTABILITY,FITNESS FOR PARTICULAR PURPOSE, TITLE,OR NON-INFRINGEMENT OF THIRD PARTYRIGHTS, ARE HEREBY DISCLAIMED BY EACHPARTY TO THE MAXIMUM EXTENT PERMIT-TEDBYAPPLICABLE LAW. SATMETRIX'S PRO-VISION OF THE REPORTING WEBSITE MAYBE SUBJECT TO LIMITATIONS, DELAYS, ANDOTHER PROBLEMS INHERENT IN THE USEOF THE INTERNET, PERSONAL COMPUTERS,AND ELECTRONIC COMMUNICATIONS. SAT-

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METRIX IS NOT RESPONSIBLE FOR ANY DE-LAYS, DELIVERY FAILURES, OR OTHER DAM-AGE RESULTING FROM SUCH PROBLEMS. INADDITION, SATMETRIX RESERVES THE RIGHTTO UPGRADE, CHANGE, ADD, OR MODIFYDATA AND/OR FEATURES OF THE REPORT-ING WEBSITE WITH OR WITHOUT NOTICE,ANDWITHOUT PENALTY.

6.7 LIMITATION OF LIABILITY.

EXCEPT FOR BREACH OF SECTION 2: (A) NEI-THER PARTY'S AGGREGATE LIABILITY WILLEXCEED THE AMOUNTS PAID OR PAYABLEIN THE TWELVE (12) MONTHS PRIOR TOTHE CLAIM; AND (B) NEITHER PARTY NORITS LICENSORS WILL BE LIABLE FOR INDI-RECT, PUNITIVE, SPECIAL, EXEMPLARY, INCI-DENTAL, CONSEQUENTIALORSIMILARDAM-AGES, INCLUDING LOSS OF DATA, REVENUE,PROFITS, OR USE, HEREUNDER, OR FOR ANYDATA OR CONTENT OBTAINED FROM ORTHROUGH THE REPORTING WEBSITE, EVENIF PREVIOUSLY ADVISEDOF THE POSSIBILITYOF SUCH DAMAGES.

6.8 GENERAL.

Licenseemay not assign this Agreementwith-out Satmetrix's prior written consent; any at-tempted assignment in breach of the fore-going will be void. This Agreement will begoverned by California law without regard toconflicts of law provisions. Any claims aris-ing out of or in connection with this Agree-ment will be subject to the exclusive jurisdic-tion of the courts in San Mateo County, Cal-ifornia; each party irrevocably submits to the

personal jurisdiction and venueof, and agreesto service of process issued or authorized by,such courts in any such action or proceed-ing. NEITHER THE UNITED NATIONS CON-VENTION OF CONTRACTS FOR THE INTER-NATIONAL SALE OF GOODS NOR THE UNI-FORM COMPUTER INFORMATION TRANSAC-TIONSACTWILL APPLY TOTHIS AGREEMENT.The parties' rights and remedies hereunderare cumulative. Licensee acknowledges thatthe Reporting Website and Data contain Sat-metrix's valuable trade secrets and propri-etary information, that any breach of thisAgreement relating thereto will constituteharm to Satmetrix for which monetary dam-ages would be inadequate, and that injunc-tive relief is an appropriate remedy. Nojoint venture, partnership, employment, oragency relationship exists between Licenseeand Satmetrix as a result of this Agreement.A party's failure to enforce any provision inthis Agreementwill not constitute awaiver ofsuch provision unless in writing. No modifi-cation hereof will be effective unless in writ-ing and mutually executed. Headings are forreference purposes only and do not define,limit, construe or describe the scope or ex-tent of such section. As used herein, "includ-ing"means "including but not limited to." ThisAgreement comprises the entire agreementbetween Licensee and Satmetrix and super-sedes all prior or contemporaneous discus-sions or agreements between the parties re-garding its subject matter. Any preprintedterms on any Licensee ordering documentswill have no effect on the terms of this Agree-ment and are hereby rejected.

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7 Artwork AttributionThe report author is grateful to the following artists and graphic designers for thier work onthe symbols used on the front covers of the 2014 Satmetrix US Consumer report series.

Airlines

Unknown Artist, GermanyPublic Domain

Auto Insurance

Roger Cook & Don ShanoskyPublic Domain

Banking

Adrijan Karavdi? from The Noun ProjectCreative Commons - Attribution (CC BY 3.0)

Brokerage/Investments

Cody Lawson, from The Noun ProjectCreative Commons CC0 - No Rights Reserved

Cable/Satellite TV Service

Nicolas Ramallo, from The Noun ProjectCreative Commons - Attribution (CC BY 3.0)

Cellular Phone Service

Sagar Shastry, from The Noun ProjectCreative Commons - Attribution (CC BY 3.0)

Credit Cards

Designed by Saman Bemel-Benrud United States 2012Creative Commons CC0 - No Rights Reserved

Department/Speciality Stores

Naomi Atkinson, from The Noun ProjectCreative Commons - Attribution (CC BY 3.0)

Drug Stores/Pharmacies

BrendanRocks. Adapted from 'Drive Through' by Luis Prado, fromTheNounProjectCreative Commons - Attribution (CC BY 3.0)

Grocery/Supermarkets

John Caserta from The Noun ProjectCreative Commons - Attribution (CC BY 3.0)

Health Insurance

United Nations OCHACreative Commons CC0 - No Rights Reserved

Home/Contents Insurance

M�rcio Duarte, from The Noun ProjectCreative Commons - Attribution (CC BY 3.0)

Internet Service

Iconathon, from The Noun ProjectCreative Commons CC0 - No Rights Reserved

Laptop Computers

Simon Child, from The Noun ProjectCreative Commons - Attribution (CC BY 3.0)

Life Insurance

Adapted from 'Family Practice' by Jack Biesek, Gladys Brenner, Margaret Faye,Healther Merrifield, Kate Keating, Wendy Olmstead, Todd Pierce, Jamie Cowgill &Jim Bolek, United States 2004Public Domain

Online Entertainment

Dmitry Baranovskiy, from The Noun ProjectCreative Commons - Attribution (CC BY 3.0)

Online Shopping

Brendan RocksCreative Commons - Attribution (CC BY 3.0)

Smartphones

Unknown Designer, United States 2010, The Noun ProjectCreative Commons - Attribution (CC BY 3.0)

Software & Apps

Jennifer Noon, from The Noun ProjectCreative Commons - Attribution (CC BY 3.0)

Tablet Computers

Andreas Bjurenborg, from The Noun ProjectCreative Commons - Attribution (CC BY 3.0)

Travel Websites

Marco Davanzo, from The Noun ProjectCreative Commons - Attribution (CC BY 3.0)

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