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Apple retains top spot in annual Net Promoter Score rankings

21st Sep 2012
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Apple has defended its title as customer loyalty champion, scoring a Net Promoter Score of 69 – a 2% increase from last year.

First Direct came a close second to the computer giant with a score of 62, leading the banking sector for the third year in a row and beating Barclays, Halifax, Lloyds TSB, Nationwide NatWest, RBS and Santander to the crown.

The latest Satmetrix European Net Promoter Industry Benchmark report surveyed nearly 11,000 UK customers about their experience and likelihood to recommend the product or service across eight sectors.

NPS is calculated as the percentage of customers who are Promoters, rating the company 9 or 10 on a zero-to-ten point scale, minus the percentage who are Detractors, rating 6 or lower.

Direct Line took the top spot for car insurance with a score of 20, fending off Tesco which claimed the top mobile phone network position with a score of 47 – 27 more points than the average score for the sector.

Deborah Eastman, GM of consulting at Satmetrix, said: “The Benchmarks provide a valuable guideline for executives to understand which brands are truly winning the loyalty of consumers. The data also helps companies to understand how they can be more effective at listening to the voice of their customers and delivering experiences that are worthy of recommendation.”


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