Net Promoter Score - Comcast, Verizon, AT&T
In reference to our findings, Comcast, Verizon, and AT&T have had changing Net Promoter Scores for their various business segments over the years. For instance, in 2018, Comcast, Verizon, and AT&T had NPS scores of -9, +7, and +15, respectively, in the internet services business segment. Additional details on our findings and research methodology follows below.
In our search for the requested information, we started by looking at sources that are known for being repositories of Net Promoter Scores for companies/industry benchmarks. These sources included NPS Benchmarks, Index NPS, and Satmetrix. Similar sources that we also searched in included Net Promoter, Check Market, and Customer Guru. We summed up this strategy by studying blogs that contained reports on NPS score benchmarking such as Hubspot and LinkedIn Blog, business publications such as Forbes, Fortune, and Inc that usually rank companies and industries across various parameters, and press release resources that included Businesswire, PRNewswire, and GlobeNewswire.
From the above resources, we were able to find NPS scores for Comcast, Verizon, and AT&T i.e. for the overall companies and for internet, cable, and wireless services although the available historical information was not uniform throughout. This was because different sources reported different companies for various years and while collating them together, historical information for all services across the same years could not be gathered. However, since the research criteria did not stipulate specific historical years, past data from various years was provided for various companies as available. These data points provided a view in retrospect for all the three target companies. In the end, we were unable to find NPS data that was specific to landline phone services. We exploited the following strategies in our search for the missing data.
In our first strategy, we focused our search on NPS benchmark reports in sites that included Customer Gauge, NICE, and Customer Monitor. We also looked for similar reports in reputable consultancies that publish NPS benchmarking information like Bain. However, after exhausting this strategy, we were still unable to find NPS information for the landline phone services offered by the three target companies although the sources contained overall NPS information for the companies.
Next, we used LinkedIn to search for the c-suite executives of the target companies who worked in areas like customer engagement, customer relations, and public relations. We then tried to find any available interviews with these executives in sources like Forbes, Fortune, Business Insider, and LinkedIn Blog in the hope that the interviews touched on NPS scores. With this strategy, we determined that while some of the executives provided information on their efforts to improve NPS scores, customer engagement, and customer experience, none of them provided information that was specific to the required NPS scores.
In our last strategy, we focused on press releases in our search for NPS score information because they are usually a rich source of such information for various companies. We did an exhaustive search for information in press releases resources that included the media release sections of each company's website, PRWeb, PRNewswire, Businesswire, and GlobeNewswire. However, from the available information, the reporting, if any at all, was done at a company level score, rather than a service-wise score.
ALTERNATE RESEARCH STRATEGIES
1. ALTERNATIVE DATA POINT
We looked into the annual reports, investor relation filings, and company perceived risk details pertaining to customer relationship and customer acquisition parameters in our search for information on the NPS scores of the target companies for the landline phone service segment. This search was conducted in multiple yearly reports for each of the target companies. Although the companies in some cases mentioned the importance of NPS and detailed the effort they have put in place to improve the score, the exact numbers were not provided as presumably low scores would have hampered investor confidence.
2. CREDIBLE DATABASES
We also searched for relevant information in credible databases. However, most of the reports that were available with this strategy were limited by paywalls. Next, we accessed databases that included NPS Benchmarks, Index NPS, and Satmetrix, but they also did not provide us with any useful information in regard to the unaddressed part of the research criteria.
3. PAYWALLED DATABASE
We looked for NPS benchmarking reports in websites that publish such reports like Customer Gauge, Retently, Delighted, and Net Promoter. While accessible reports from sites such as Retently could be used in research, the reports that were limited by paywalls did not cite any report that had chances of containing the required NPS score information (as understood from the summary section of these reports). We have cited the 2018 Net Promoter Score Benchmark Study by Temkin Group because we thought the information the report contains may be useful in addressing the research criteria.
BROADENING THE CRITERIA
To broaden the research criteria, we looked into NPS benchmark studies that were done for the telecommunication industry as a whole and for its players. Through this strategy, we were able to find some information on companies like Verizon but, again, the information was limited to the company as an overall player in the industry and it was not specific to the target landline phone service segment.
NET PROMOTER SCORE
In 2019, Comcast had an overall NPS score of -3. This score has seen an improvement of 20 points from the figure that was reported in 2016.
As an Internet Service Provider, Comcast's NPS score in 2018 was -9.
According to the 2017 Net Promoter Score Benchmark Study by Temkin Group, Comcast's NPS score for TV and internet services was also -9 in 2017. In reference to a NPS benchmarking study by Retently, Comcast TV's NPS score in 2015 was -17.
In 2019, Verizon's overall NPS score was 7. On the other hand, in 2012, Verizon as an overall player in the telecommunications industry had an NPS score of 37.
As an Internet Service Provider, Verizon's Fiber Optic System (FiOS) had an NPS score of +7 in 2018. Additionally, during the 2015/2016 period, Verizon FiOS had an NPS of 38 while in 2013, Verizon FiOS had a NPS of 51.
According to the Net Promoter Score Benchmark Study by Temkin Group, in 2017, Verizon's NPS score for TV and internet services was 17. During the 2015/2016 period, Verizon as a cable/TV service had an NPS of 7.
In reference to the Net Promoter Score Benchmark Study, in 2017, Verizon as a wireless carrier named Verizon Wireless had an NPS of 27.
In 2019, AT&T's overall NPS score was 15. In addition, on an overall basis, AT&T had an NPS of 15 in 2016 and 11 in 2015.
As an Internet Service Provider, AT&T had an NPS score of +15 in 2018.
According to the Net Promoter Score Benchmark Study, in 2017, AT&T's NPS score for TV and internet services was 11. During the 2015/2016 period, AT&T as a cable/TV service had an NPS of 15.