Guide
Five NPS benchmark caveats most teams miss
Five reasons a Net Promoter Score benchmark comparison can mislead: regional scoring habits, the gap between transactional and relational surveys, detractors answering more often, wide margins on small samples, and scores that arrive without reasons. Go through it before you compare your NPS with an industry table. Koji pairs the score with an AI follow-up interview, which takes care of the last one.
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What's in this guide
- Cultural skew: US customers give higher scores than Asian or European customers for the same satisfaction. Benchmark by region.
- Touchpoint timing: Transactional NPS, asked right after an event, tends to score higher than an annual relational survey. Compare like with like.
- Response bias: Detractors are more likely to answer than promoters. Weight for non-response when response rates are low.
- Sample size: Scores from fewer than 100 responses have wide confidence intervals, so small moves mean little.
- Verbatim quality: A score with rich comments behind it is worth more than a higher score with no reasons.
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<a href="https://www.koji.so/visuals/nps-benchmark-caveats-to-check"><img src="https://www.koji.so/visuals/nps-benchmark-caveats-to-check/nps-benchmark-caveats-to-check.png" alt="List of five NPS benchmark caveats: cultural skew, touchpoint timing, response bias, small samples and the quality of the comments behind a score." width="1080" height="1080" /></a>
<p>Source: <a href="https://www.koji.so/visuals/nps-benchmark-caveats-to-check">Five NPS benchmark caveats most teams miss</a>, Koji</p>
