NPS benchmarks by industry
Enter your NPS score and select your industry to see exactly where you stand - average, top quartile, and what to do next. 24 industries covered. No signup required.
How does your NPS compare?
Enter your score and select your industry to see where you stand.
NPS benchmarks by industry
24 industries. Sorted by average NPS score.
Benchmarks based on aggregated industry research. Click any row to select it for comparison above. Individual results vary by company size, region, and market segment.
Why industry context matters for NPS
A score of +30 is exceptional in telecom. It's mediocre in SaaS. Context is everything.
Benchmarks vary widely
The difference between the lowest-scoring industry (Airlines, +7) and highest (Hotels, +47) is 40 points. A universal 'good NPS' threshold is meaningless without industry context.
Top quartile is the real target
Bain & Company research shows that NPS leaders in an industry grow at 2x the rate of average performers. The top quartile threshold is your competitive benchmark - not the industry average.
Trend beats snapshot
Benchmark comparisons give you context, but your score trend over time is the real signal. A below-average score that is improving each quarter is more meaningful than a static average score.
Below average? Here's where to start
Most NPS problems have a handful of root causes. Find them first.
Read every detractor comment
Don't skip the open-ended follow-up responses. Detractors who explain their score are giving you a free product roadmap. The most common themes almost always map to fixable problems.
Categorize by theme, not by score
Group detractor comments into themes (onboarding, reliability, pricing, support, missing features). Count the frequency of each theme. The highest-frequency themes are your biggest leverage points.
Follow up with detractors personally
A personal follow-up email to detractors - within 48 hours of a low score - can directly convert some of them. It also shows the rest of your team what the real problems are, in the customer's own words.
Activate your promoters
While fixing detractor issues, don't ignore promoters. They are your cheapest acquisition channel. Ask them for referrals, reviews, or case study participation. Promoter activation can lift NPS faster than fixing detractors.
Measure again in 90 days
NPS changes slowly. Don't re-survey monthly - the noise will obscure the signal. Measure quarterly, compare to the same period last year, and track the theme-level changes alongside the score.
What is a good NPS score?
Net Promoter Score (NPS) ranges from -100 to +100. The universal interpretation is that any score above 0 is technically positive (more promoters than detractors), but that framing is too simplistic to be useful. “Good” depends entirely on your industry.
A SaaS company with an NPS of +30 should be concerned - that puts them below the B2B SaaS average of +41. The same score in the airline industry would make them an industry leader, since airlines average just +7. Without industry context, NPS scores are nearly meaningless for competitive benchmarking.
The NPS scale, simplified
Why SaaS NPS is higher than other industries
B2B SaaS companies tend to have higher NPS scores than consumer businesses for a few reasons. Their customers are power users who rely on the product daily, which creates stronger product-customer relationships. The buying decision is intentional (not impulsive), so customers are more likely to have chosen the product that fits their needs. And SaaS companies typically have more touchpoints to build relationships - onboarding, in-app support, customer success, regular updates.
This means a SaaS company with a +20 NPS score has a larger problem on their hands than an airline with the same score - even though the absolute number is the same.
How to collect NPS data that's actually useful
The biggest flaw in most NPS programs is collecting the score without the “why.” Always pair the 0-10 question with an open-ended follow-up: “What is the main reason for your score?” The qualitative responses are where the actionable insight lives.
On-site NPS surveys - triggered within your product or website - consistently outperform email surveys on response rate and data quality. Customers respond in the moment, when the experience is fresh, rather than days later from an email they almost ignored. Response rates for on-site NPS surveys are typically 15-30%, compared to 5-15% for email.
Frequently asked questions
Common questions about NPS benchmarks and what they mean for your business.
What is a good NPS score by industry?
A good NPS score varies significantly by industry. B2B SaaS companies average +41, with top-quartile performers reaching +65. Hotels and hospitality average +47. Airlines average just +7. The key is to compare your score to your specific industry rather than using a universal threshold. Any score above the industry average puts you in a competitive position.
Why do NPS benchmarks vary so much between industries?
NPS reflects the emotional relationship customers have with a company relative to the alternatives available. Industries with high switching costs (telecom), commoditized products (airlines), or inherently frustrating experiences tend to have lower benchmarks. Industries where customers have strong emotional connections to the product (SaaS tools that save time, hospitality) tend to have higher averages. The benchmark reflects the industry baseline, not the ceiling.
How is top quartile NPS defined?
Top quartile NPS refers to the 75th percentile of NPS scores within a given industry - meaning only 25% of companies in that industry score above that number. Reaching the top quartile in your industry typically correlates with market-leading growth rates. Bain & Company research found that NPS leaders in an industry grow at more than twice the rate of competitors.
How often should I compare my NPS to benchmarks?
Benchmark comparison is most useful on a quarterly basis, alongside your regular NPS measurement. Don't obsess over small benchmark gaps - focus instead on your own trend line. A score that is improving each quarter, even if below the industry average, is a much healthier signal than a static above-average score. Use benchmarks for strategic context, not as a daily KPI.
My NPS is below the industry average. What should I do?
Start by reviewing your detractor responses. In most cases, a below-average NPS has one or two root causes that account for the majority of detractor scores. Common patterns: product reliability issues, onboarding friction, support quality gaps, or pricing perception problems. Categorize detractor comments by theme, find the highest-frequency issues, and fix those first. Closing the loop with individual detractors (following up personally) can also directly convert some of them.
Are these NPS benchmarks reliable?
The benchmarks in this tool are based on aggregated industry research from publicly available NPS studies and surveys. They represent typical ranges rather than precise measurements. NPS benchmarks can shift year over year, and vary by company size, geography, and market segment within an industry. Use them as directional context, not definitive targets. What matters most is tracking your own score over time and understanding the drivers.