As part of our first ever Global Consumer study, we asked respondents two versions of the Net Promoter® Score (NPS) question: 1) “Think about the companies that you like, how likely would you be to recommend them to your friends and relatives?” and 2) “Think about the companies that you dislike, how likely would you be to recommend them to your friends and relatives?” For each question, respondents selected a response from 0 (not at all likely) to 10 (extremely likely). We then determined the percentages of each county’s respondents who said they would be promoters (selected 9 or 10), passives (selected 7 or 8), or detractors (selected between 0 and 6). For each of the two questions, we calculated the average NPS for each country by subtracting the percentage of detractors from the percentage of promoters.
The 18 countries included in this study are Australia, Brazil, Canada, France, Germany, Hong Kong, India, Indonesia, Japan, Malaysia, Mexico, Philippines, Singapore, South Korea, Spain, Thailand, the UK, and the U.S.
We found a large breadth of responses across countries. When consumers like a company, average NPS ranges from a high of 64 in India to a low of -47 in Japan. When they don’t like a company, the average NPS ranges from-7 in India to -88 in Japan. To learn more about the implications this has and how to understand and treat NPS across countries, see our blog post, Is NPS a Good Global CX Metric?
For more information on how consumers from around the world responded to the NPS question, check out the original Data Snapshot, Calibrating NPS Across 18 Countries.
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