Published by Gbaf News
Posted on April 23, 2015
4 min readLast updated: January 22, 2026
First Direct, Tesco Mobile, Santander and Freeview at top of the customer loyalty charts with credit card underdog MBNA rising through the ranks
Satmetrix®, the leading global provider of cloud-based solutions for managing and improving customer experience released its UK Net Promoter Customer Loyalty Benchmark Reports (http://www.satmetrix.com/uk-benchmarks). The reports rank more than 60 brands across nine UK sectors, including financial services, insurance, television, mobile and internet providers, identifying which companies consumers do business with.
“We are pleased to announce Net Promoter Benchmark reports for the UK this year, replicating our research in the US, which has become a crucial resource for companies looking to get ahead of the competition with their customer experience” said Brendan Rocks, head of data science at Satmetrix. “The Net Promoter leaders are more likely to enjoy high customer retention, lower customer acquisition costs, and ultimately benefit from more sustainable growth. Many of the companies at the bottom of the rankings have huge potential to improve, and Satmetrix’s research brings to light the areas of the customer experience where they lag competitors.”
Factors determining brands’ Net Promoter Score (NPS) include customer views on ease of use, access to support, company reputation, treating customers fairly and value for money, to name just a few. Over 11,000 UK customers were surveyed.
Highlights from the 2015 UK report:
Top 10 Net Promoter Scores across all sectors:
NPS Leader First Direct’s Customer Services Director, Karen Walker says: “It is fantastic news to be ranked top for customer loyalty across all sectors, especially as the results are based on what our customers say about us. I believe the UK Net Promoter score truly reflects how consumers feel, which makes being ranked first out of 60 brands, 30 points clear of second position, all the sweeter.”
The Satmetrix Net Promoter Benchmarks are based on survey responses from more than 11,000 UK consumers who rated their experience with the primary brands they use. The Net Promoter Score, or NPS®, for each brand is based on customers’ likelihood to recommend the company’s product or service in the sector being rated. NPS is calculated as the percentage of customers who are promoters, rating the company 9 or 10 on a 0-10 point scale, minus the percentage who are detractors, rating 6 or lower. Consumers also rated each brand on various aspects of customer experience, including product or service features, customer service and overall value, enabling Satmetrix to identify the key drivers of loyalty and recommendation.
Complete results and commentary on the UK Net Promoter Benchmarks are available from Satmetrix. The U.S. Benchmarks covering twenty-two market sectors and backed up by a decade of US survey data, are also available for download with analysis of time trends and the key factors that affect customer loyalty within each industry (raw data is also available) at: http://www.satmetrix.com/uk-benchmarks
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