FORESEE EXPERIENCE INDEX: NET PROMOTER SCORE REPORT

FORESEE EXPERIENCE INDEX

NET
PROMOTER
S C O R E®
REPORT

© 2017 ForeSee

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 FORESEE EXPERIENCE INDEX: NET PROMOTER SCORE REPORT
Introducing ForeSee’s NPS Benchmarks
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.
BETTER CX SCORES
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.
HIGHER NPS
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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.
 FORESEE EXPERIENCE INDEX: NET PROMOTER SCORE REPORT

Net Promoter Score Trends

37
34

29 30

U.S. RETAIL
26

20
17
U.K. RETAIL

2012 2013 2014 2015 2016

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 FORESEE EXPERIENCE INDEX: NET PROMOTER SCORE REPORT

Net Promoter Scores: U.S. Retailers LOW HIGH

NPS AVERAGE NPS

Average NPS for American retailers is 34.

7 34 53 APPAREL / ACCESSORIES
Websites scoring higher than 34 can
congratulate themselves for being above
average, but only Amazon, L.L. Bean, and
Adidas, can consider themselves exemplary.
23 35 46 COMPUTERS / ELECTRONICS
These brands are providing customer
experiences that make customers want to
recommend them. At the other end of the
spectrum, Overstock, Urban Outfitters, and HOME IMPROVEMENT /
23 38 44
Fingerhut are struggling. It’s hard to imagine HOME FURNISHINGS

continued success for these retailers if so

few people are recommending them.

We’ve benchmarked scores on the following 3 32 55 MASS MERCHANT

pages by retail category to help retailers more

easily identify their peers and competitors.

24 35 47 SPECIALTY / NON-APPAREL

0 10 20 30 40 50 60

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 FORESEE EXPERIENCE INDEX: NET PROMOTER SCORE REPORT

A P PA R E L / AC C E S S O R I E S NPS MASS MERCHANT NPS

AVERAGE 34 AVERAGE 32

L.L. BEAN 53 AMAZON 55

ADIDAS 49 COSTCO 45

VICTORIA'S SECRET 43 KOHL'S 42

FANATICS 42 WALMART 40

ABERCROMBIE & FITCH 32 JCPENNEY 39

MACY'S 32 TARGET 34

NEIMAN MARCUS 32 QVC 29

NIKE 32 WALGREENS 26

J. CREW 31 HSN 21

LAND'S END 31 SEARS 21

NORDSTROM 31 OVERSTOCK 13

GAP 30 FINGERHUT 3

FOOT LOCKER 25
RALPH LAUREN 21
URBAN OUTFITTERS 7

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 FORESEE EXPERIENCE INDEX: NET PROMOTER SCORE REPORT

H O M E I M P R OV E M E N T /
COMPUTER / ELECTRONICS NPS NPS S P E C I A LT Y / N O N -A P PA R E L NPS
HOME FURNISHINGS

AVERAGE 35 AVERAGE 38 AVERAGE 35

APPLE 46 BED BATH & BEYOND 44 TOYS R US 47
BEST BUY 44 HOME DEPOT 41 VISTAPRINT 43
NEWEGG 41 WILLIAMS-SONOMA 41 SHUTTERFLY 40
TIGERDIRECT 29 LOWE'S 40 ETSY 39
HP 28 GRAINGER 37 GOOGLE PLAY 36
DELL 24 WAYFAIR 23 1-800-FLOWERS.COM 35
LENOVO 23 OFFICE DEPOT 30
STAPLES 29
DICK'S SPORTING GOODS 24
GROUPON GOODS 24

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 FORESEE EXPERIENCE INDEX: NET PROMOTER SCORE REPORT

Net Promoter Scores: U.K. Retailers

Average NPS scores for websites in the U.K. are a
WEBSITE NPS WEBSITE NPS
bit lower than in the U.S.; we see the same trend
in CX scores. There are two possible reasons:
AVERAGE 17 SPORTS DIRECT 14

1. Our research shows that Europeans tend to JOHN LEWIS 42 TESCO 14

have lower satisfaction scores in general.
AMAZON.CO.UK 41 O2 13
For example, Amazon.com has an NPS score
NETFLIX 37 VERY 12
of 55 in the U.S., but Amazon.co.uk has an
NPS score of 41 in the U.K. NEXT 29 ASOS.COM 11

APPLE 26 THREE 11
2. U.K. retailers measure CX and NPS but have
not yet begun to act on it as effectively SCREWFIX 25 CURRYS 7

as have U.S. websites. U.K. websites ASDA 24 SAINSBURY'S 6

tend to have more advanced security, BOOTS 24 B&Q 2
payment options, and delivery flexibility,
IKEA 24 VODAFONE 0
while the U.S. has stronger execution
MARKS & SPENCER 21 EE -5
on merchandise, usability, and overall
CX, all factors that lend themselves more DEBENHAMS 18 HOMEBASE -5

toward inspiring recommendations. NEW LOOK 17

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 FORESEE EXPERIENCE INDEX: NET PROMOTER SCORE REPORT

ABOUT THE FXI ABOUT FORESEE

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.
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.

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

and collected customer experience data from
over 40,000 survey responses.

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 FORESEE EXPERIENCE INDEX: NET PROMOTER SCORE REPORT

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.