--- title: "The Ultimate Question: Net Promoter Score | State National" description: State National's NPS is considered 'world-class.' We value this metric immensely because it lets us know our customers believe we deliver on the service levels we promise them. image: https://blog.statenational.com/hubfs/Blog%20Images/Blog%20Header%20Images/State%20National%202020%20NPS%20Score%202.jpeg --- [![Growth_-logo](https://blog.statenational.com/hubfs/Imported%20images/Growth_-logo.svg "Growth_-logo")](http://palmspire-3842749.hs-sites.com/growth-home-1) - [Spotlight Blog](https://blog.statenational.com) ![State National 2020 NPS Score](https://blog.statenational.com/hubfs/State%20National%202020%20NPS%20Score.jpeg "State National 2020 NPS Score") # **SNC Spotlight** Insurance can be complex. Turn to our blog for up-to-date, relevant content to help you make the best decisions for your financial institution. With expert knowledge from seasoned industry professionals, we simplify insurance topics so you can get back to business. - [Banks & Finance Companies](https://blog.statenational.com/topic/banks-finance-companies) - [Credit Unions](https://blog.statenational.com/topic/credit-unions) # [The Ultimate Question](https://blog.statenational.com/the-ultimate-question) [Read More →](https://blog.statenational.com/the-ultimate-question) - [Banks & Finance Companies (24)](https://blog.statenational.com/tag/banks-finance-companies) - [Borrower Experience (2)](https://blog.statenational.com/tag/borrower-experience) - [Company News (26)](https://blog.statenational.com/tag/company-news) - [Compliance (5)](https://blog.statenational.com/tag/compliance) - [Credit Unions (47)](https://blog.statenational.com/tag/credit-unions) - [Employee Engagement (2)](https://blog.statenational.com/tag/employee-engagement) - [Risk Mitigation (32)](https://blog.statenational.com/tag/risk-mitigation) - [Technology & Innovation (35)](https://blog.statenational.com/tag/technology-innovation) - - - [All Posts](https://blog.statenational.com) # The Ultimate Question - [Tweet](https://twitter.com/share) “How likely is it that you would recommend \_\_\_\_\_\_\_ to a friend or colleague?” How the answer to this question translates to customer experience and loyalty. We’ve all seen this question before – whether XYZ is your local coffee shop, that place where you ordered a new sweater online, or even the big names like Apple or Amazon.   **So What’s the Deal?** This now-ubiquitous question was posed as a baseline way for companies to measure customer experience and loyalty. When responses are calculated, the resulting data translates to what is called the Net Promoter Score (NPS), which is considered the gold standard of customer experience metrics. Consider this: According to research from [Nielsen](https://www.nielsen.com/us/en/), 83% of respondents said they trust recommendations from family and friends more than any other form of advertising. [(Source: Hubspot)](https://blog.hubspot.com/service/what-is-nps) A respondent who gives XYZ a score of 9 or 10 is considered a *Promoter* – a loyal enthusiast who will keep buying and refer others, fueling growth. Those who answer with a 7 or 8 are considered *Passive* – they are satisfied with XYZ but vulnerable to competitive offerings. And people who answer in the 0 – 6 range are *Detractors*. They are unhappy customers who can damage a company’s brand and impede growth through negative word-of-mouth. A company’s NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. ![AdobeStock_273916716-768x307](https://blog.statenational.com/hs-fs/hubfs/Blog%20Images/Blog%20Content%20Images/AdobeStock_273916716-768x307.jpeg?width=768&name=AdobeStock_273916716-768x307.jpeg)**Score Considerations** Okay, so you’ve got your NPS score – now what? First you’ve got to remember that NPS scoring is different from what you might be used to seeing – it’s not like a grade, where 0 is the worst and 100 is the best. With NPS, the worst score a company can get is -100 and the best is +100. Typically anything higher than 0 is considered good, +50 is excellent, and +70 is world-class. But you can’t necessarily rank a company’s success just by looking at their absolute NPS, without considering their relative performance within the industry. Let’s look at the airline and department store industries. Is it any surprise that airlines overall score low, with an average NPS coming in at +27? An airline that achieves a score of +45 would actually be doing relatively well in customer satisfaction. But in a segment where average overall scores tend to be in the +50s, like the department store segment, that same +45 isn’t quite so impressive.   **Average NPS by Industry** ![NPS-by-Industy-Average](https://blog.statenational.com/hs-fs/hubfs/Blog%20Images/Blog%20Content%20Images/NPS-by-Industy-Average.png?width=1155&name=NPS-by-Industy-Average.png)**State National Scores Soar** [State National](https://www.statenational.com/portfolio-protection/) introduced the NPS question on our Annual Survey of Service Quality in 2017. Our first-ever NPS score was +68, and we have surpassed scores considered “excellent” ever since. Our NPS continued to rise and our most recent published results boast scores in the +80s! Not only do these scores reflect world-class service, they are all well above the insurance industry average of +41. At State National we value this metric immensely because it lets us know our customers believe we deliver on the service levels we promise them. But we don’t stop there – we conduct various surveys throughout the customer journey, always looking for opportunities to innovate and improve. We even check in with our customers’ customers, because we know how important those relationships are. But that’s a subject for another post. So the next time you see that popular question — “How likely are you to recommend XYZ?” — you may want to give your answer a little extra thought. Many companies make major business decisions based on their customers’ responses — which means that your answer may have more power than you think. > “We're thrilled to have achieved an outstanding NPS score again this year! This wouldn't be possible without our incredible team and the ongoing support of our loyal customers. Our clients’ feedback is invaluable to us; it drives our commitment for continuous improvement and delivering exceptional service with every interaction. Thank you to all of our client partners for being part of our journey! Together, we're setting new standards!” > > Terry Muhia, Executive Vice President, State National Lender Services ![SNC_Headshot-MuhiaT-1](https://blog.statenational.com/hs-fs/hubfs/SNC_Headshot-MuhiaT-1.jpg?width=225&height=225&name=SNC_Headshot-MuhiaT-1.jpg) > #### “Knowing that the vast majority of our client business partners feel so positively about State National and are willing to recommend us as a trusted resource is something we deeply appreciate. The fact that our NPS score continues to rise is a visible sign of how seriously everyone in the company takes our commitment to providing the very best service to our client partners every single day.” > > Trace Ledbetter, Executive Vice President, State National Lender Services, 1998-2023 ![Trace Ledbetter 510](https://blog.statenational.com/hs-fs/hubfs/Trace%20Ledbetter%20510.jpg?width=166&height=249&name=Trace%20Ledbetter%20510.jpg)     ![Sammy Brooker](https://blog.statenational.com/hubfs/Blog%20Images/Author%20Pictures/Sammy%20Brooker.gif) ###### Sammy Brooker Sammy Brooker is the Content and Digital Marketing Specialist at State National. She develops digital marketing campaigns as well as marketing collateral and content. Sammy loves to stay on top of digital trends and all things tech. She has her B.A. in Advertising from Texas Tech University and has been with State National since 2015. ## Subscribe to our blog Search Posts - There are no suggestions because the search field is empty. - Recent - Popular - Categories ### Lists by Topic - [Credit Unions (47)](https://blog.statenational.com/tag/credit-unions) - [Technology & Innovation (35)](https://blog.statenational.com/tag/technology-innovation) - [Risk Mitigation (32)](https://blog.statenational.com/tag/risk-mitigation) - [Company News (26)](https://blog.statenational.com/tag/company-news) - [Banks & Finance Companies (24)](https://blog.statenational.com/tag/banks-finance-companies) - [Compliance (5)](https://blog.statenational.com/tag/compliance) - [Borrower Experience (2)](https://blog.statenational.com/tag/borrower-experience) - [Employee Engagement (2)](https://blog.statenational.com/tag/employee-engagement) ## Subscribe and Get The Latest News ## Related Posts ## [The Credit Union Advantage in a Digital World](https://blog.statenational.com/thecreditunionadvantage) Digital Progress Is Still Human - [State National](https://blog.statenational.com/author/state-national) - 5 min read - 6/30/26 12:23 PM - [Read More](https://blog.statenational.com/thecreditunionadvantage) ## [CPI and the Member Relationship: Getting it Right Without Getting it Wrong](https://blog.statenational.com/cpi-and-the-member-relationship-) How credit unions can protect the member experience without sacrificing the protection the program is designed to provide - [State National](https://blog.statenational.com/author/state-national) - 7 min read - 6/18/26 11:15 AM - [Read More](https://blog.statenational.com/cpi-and-the-member-relationship-) ## [The Anatomy of the Net Promoter Score](https://blog.statenational.com/the-anatomy-of-the-net-promoter-score) Why trust is the engine behind consistent, excellent NPS results. Imagine you could predict your organization's growth trajectory by asking just one straightforward question. You actually can! “How likely is it that you would recommend \_\_\_\_\_\_\_ to a friend or colleague?” It’s a simple question, but it carries incredible weight. You’ve likely heard of the Net Promoter Score (NPS), as it’s the most well-known metric for customer experience and loyalty. Whether the subject is a favorite local restaurant, an online store, or a long-term business partner, this single question cuts through marketing noise to measure the one fundamental factor that actually drives growth: trust. - [State National](https://blog.statenational.com/author/state-national) - 8 min read - 4/30/26 3:57 PM - [Read More](https://blog.statenational.com/the-anatomy-of-the-net-promoter-score) #### Questions? 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