Net Promotor Score, or NPS, is one of the most widely used Customer Experience metrics. It measures customer loyalty based on how likely customers are to recommend a service or product.
Evolved has been tracking B2B NPS among 15 industries since the beginning of 2020, with data captured using the HumanListeningTM platform. B2B NPS specifically looks at how likely business decision makers are to recommend their suppliers to other organisations.
Our most recent wave, which ran from October to December 2021, found that overall NPS has fallen slightly to 0.
Most industries saw no significant changes, with the exception of the Engineering industry which exhibited a statistically significant increase in NPS between waves 1 and 2, and a significant decrease between waves 2 and 3.
Figure 1: NPS by wave (base, ever used providers)
| NPS | Wave 1: Jan-Mar’20 | Wave 2: Aug-Nov’20 | Wave 3: Oct-Dec’21 |
| Overall | +8 (n=990) | +2 (n=3321) | 0 (n=3349) |
| Accounting services | -18 (n=50) | +2 (n=222) | +1 (n=186) |
| Banking and financial services | +20 (n=59) | 0 (n=301) | +11 (n=309) |
| Broker services – Insurance | +24 (n=58) | +10 (n=143) | +21 (n=103) |
| Broker services – Mortgages | +28 (n=61) | +20 (n=91) | +31 (n=55) |
| Building management services | +5 (n=58) | +4 (n=146) | +4 (n=139) |
| Consulting services | -18 (n=55) | 0 (n=210) | 0 (n=213) |
| Education and training | +12 (n=74) | +13 (n=270) | +10 (n=359) |
| Employment and recruitment services | 0 (n=60) | -9 (n=202) | +6 (n-266) |
| Engineering | 0 (n=68) | +27 (n=165) | +8 (n=149) |
| Insurance | +3 (n=73) | -13 (n=278) | -6 (n=284) |
| IT products, services and hardware | +17 (n=76) | +3 (n=473) | +14 (n=416) |
| Legal services | +3 (n=66) | -2 (n=141) | 0 (n=135) |
| Property data | +34 (n=65) | +18 (n=104) | +22 (n=93) |
| Telecommunication services and equipment | -9 (n=82) | -10 (n=326) | -10 (n=336) |
| Travel | +7 (n=85) | -6 (n=249) | +2 (n=306) |
Other industries saw statistically significant changes in the proportion of promotors, passives, and detractors:
Figure 2: Wave 3 NPS breakdown (base, ever used providers)
| Row % | 0 to 6 | 7 to 8 | 9 to 10 | NPS |
| Accounting services | 32% | 35% | 33% | +1 |
| Banking and financial services | 26% | 37% | 37% | +11 |
| Broker services – insurance | 19% | 40% | 41% | +21 |
| Broker services – mortgages | 16% | 36% | 47% | +31 |
| Building management services | 29% | 37% | 33% | +4 |
| Consulting services | 27% | 47% | 26% | 0 |
| Education and training | 25% | 41% | 34% | +10 |
| Employment & recruitment services | 31% | 44% | 25% | -6 |
| Engineering | 23% | 45% | 32% | +8 |
| Insurance | 35% | 36% | 29% | -6 |
| IT products, services and hardware | 22% | 42% | 36% | +14 |
| Legal services | 34% | 32% | 34% | 0 |
| Property data | 18% | 42% | 40% | +22 |
| Telecommunication services & equipment | 38% | 33% | 29% | -10 |
| Travel | 28% | 42% | 30% | +2 |
NPS scores showed robust resiliency and/or recovery throughout the pandemic period, suggesting continued maintenance or recovery into 2022.
If you’d like detailed data specific to your industry, please reach out to our Evolved Thinking team.