April 10th, 2015 by Leonard Klie

Satmetrix recently released its annual Net Promoter Industry Benchmarks, ranking more than 219 brands across 22 U.S. industry sectors, and there were a few surprises this year.

For one, BlackBerry, which had largely been left for dead, showed the largest increase in this year’s study and appears to be on the rebound in the smartphone category. BlackBerry customers seemed pleased with its introduction of larger and better display screens.

jetblueDespite senior leadership changes at JetBlue, including the departures of its CEO and chief operating officer, JetBlue soared to new heights in the airlines sector, supplanting last year’s winner Southwest Airlines. Not surprisingly, JetBlue also took the top spot in the Temkin Group’s 2015 Customer Experience survey.

For JetBlue, customer experience has been the key all along, and customers continue to notice. I only expect the company’s ratings to rise given its recent introduction of a premium service equipped with private cabins, the longest beds in the U.S. domestic market, and a new menu. Plus, it still offers free entertainment, beverages, and snacks, all rarities in air travel today.

That’s not to knock Southwest by any means. I really like Southwest, but I think the open seating thing could be retired.

Overall, the companies taking the top spot in eight of the 22 industry sectors changed since last year. Netflix, which was second a year ago to Pandora, won the online entertainment category this year. Trader Joe’s, which led the grocery/supermarkets sector for four consecutive years until Wegman’s rise to the top last year, returned as the category leader.

The telecommunications industry witnessed several shifts in this year’s report. Verizon, which was runner-up to DirecTV last year in the cable/satellite TV service sector, is this year’s winner. Boost Mobile replaced TracFone as loyalty leader for cellular phone service, and Verizon took first place among Internet service providers, replacing Brighthouse Networks.

Other highlights from the 2015 NPS Benchmark reports include the following:

  • Costco had the best overall NPS score at 79.
  • USAA continued its preeminence in home insurance, auto insurance, and banking, winning each category for the sixth straight year.
  • The Apple iPad/iPad mini finished first for tablet computers.
  • Ritz Carlton won for hotels, overtaking Westin.

The entire rankings are available at www.satmetrix.com/benchmarking.

“The Net Promoter leaders in their respective industries have positioned themselves to outpace the competition in the areas of increased customer retention and acquisition, and ultimately in terms of bottom-line growth,” Brendan Rocks, a data scientist at Satmetrix, said in a statement.

To come up with its rankings, Satmetrix surveyed more than 30,000 U.S. consumers, who rated their experiences with the brands they use. The Net Promoter Score for each brand is based on customers’ likelihood to recommend the company’s product or service. NPS is calculated as the percentage of customers who are promoters, rating the company nine or 10 on a 10-point scale, minus the percentage who are detractors, rating six or lower.

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