Summary
The 2025 Global Net Promoter Score℠ (NPS) Rankings, published by Forrester, provide a comprehensive analysis of customer loyalty and advocacy across 478 brands spanning 13 industries and 13 countries. Based on feedback from over 275,000 customers, these rankings serve as a key indicator of customer experience (CX) success by measuring the likelihood that consumers will recommend brands they engaged with in the past year. The report highlights notable regional and industry trends, revealing widespread declines in customer advocacy, particularly in North America and the Asia-Pacific region, alongside relative stagnation in Europe.
Forrester’s 2025 findings identify a mixed global landscape, with NPS falling in 20 out of 39 industry-country combinations studied, rising in only three, and remaining stable in the rest. The report emphasizes caution in interpreting these rankings, warning against direct score comparisons across companies or third-party benchmarks due to differences in survey methodologies and sampling. Instead, organizations are encouraged to focus on directional trends within their sectors to better inform CX improvement strategies.
In addition to NPS, Forrester introduced the Brand Experience Index (BX Index™) in 2025, which integrates brand and customer experience metrics to provide deeper insights into customer loyalty drivers such as trust and brand value. The report also recognizes an “elite” tier of 22 brands that rank in the top 5% globally, exemplifying excellence in customer advocacy and setting benchmarks for the industry.
Despite its prominence, the 2025 rankings have faced criticisms regarding methodological limitations, survey fatigue, and challenges in applying insights to actionable improvements. Moreover, cultural differences and survey channel effects complicate score interpretation across regions. Nonetheless, Forrester’s Global NPS Rankings remain a vital resource for businesses seeking to navigate evolving customer expectations and enhance loyalty in a competitive marketplace.
Overview of the 2025 Global Net Promoter Score Rankings
Forrester’s 2025 Global Net Promoter Score℠ (NPS) Rankings present a comprehensive analysis of customer loyalty and advocacy across 478 brands, spanning 13 industries and 13 countries. The rankings are derived from surveys of over 275,000 customers who were asked about their likelihood to recommend brands they engaged with in the previous 12 months, making it a key indicator of customer loyalty and experience success.
The 2025 results reveal a mixed global landscape. NPS declined in 20 out of the 39 industry-country combinations studied, rose in only three, and remained stable in the remaining 16. North America experienced notable declines in about a quarter of its brands, which negatively affected many industry averages. Europe faced widespread stagnation and brand losses, while in the Asia-Pacific (APAC) region, decreases at the brand level contributed to lower industry scores.
Forrester emphasizes that while NPS is the most widely used gauge of customer experience (CX) success, benchmarking should be approached with caution. Direct score comparisons across different companies or third-party benchmarks may not be appropriate due to variations in survey methodologies and sampling. Instead, organizations are encouraged to focus on directional trends within their industry and competitors, analyzing whether their scores are improving faster or slower to better inform their CX improvement plans.
Moreover, Forrester advocates for a deeper exploration of the underlying drivers of customer intent. Factors such as trust, brand value, and overall CX quality contribute to the broader Total Experience Score, offering richer insights beyond the raw NPS figures. Clients are supported with guidance sessions and detailed research to help interpret these findings and develop actionable strategies to enhance customer loyalty.
The 2025 rankings also identified an “elite” global tier of 22 brands, representing the top 5% in terms of brand experience perception. This group highlights the best-performing brands across multiple regions and industries, setting benchmarks for excellence in customer advocacy worldwide.
Key Findings and Highlights
Forrester’s 2025 Global Net Promoter Score (NPS) Rankings reveal significant shifts in customer experience and brand perception across multiple regions and industries worldwide. The report analyzed feedback from 478 brands and highlighted that NPS scores fell in 20 out of 39 industry-country combinations studied between 2024 and 2025, rose in only three, and remained stable in the remaining 16. North America experienced its lowest NPS levels since 2016, driven largely by declines in about a quarter of the region’s brands, which negatively impacted most industry averages. Europe showed slight improvements but was largely stagnant, while the Asia-Pacific (APAC) region struggled with industry-wide declines influenced by drops at the brand level.
Customer satisfaction (CSAT) trends mirrored these findings, with a decline noted in North America, slight improvements in Europe, and struggles persisting in APAC markets. The bottom 10% of companies saw a significant decrease in their NPS, dropping from -0.3 in 2024 to -4 in 2025, indicating rising customer expectations and increasing difficulty for underperforming firms to recover. This underscores the heightened importance of consistently positive customer experiences, as even a single negative interaction can convert a potential Promoter into a Detractor.
Industry-specific insights revealed that B2B Software and SaaS companies continue to enjoy relatively strong average NPS scores of 41, while the Logistics and Transportation sector closely follows with a score of 40. Conversely, the Construction industry experienced the most dramatic decline, with its NPS dropping from 37 in 2024 to 34 in 2025, reflecting challenges in maintaining customer satisfaction levels achieved in previous years.
Forrester’s Brand Experience Index (BX Index™), debuting in 2025, complements these findings by measuring the interconnectedness of brand and customer experience. The BX Index highlights that brands with strong integrated experiences are more likely to be purchased from, recommended, preferred, and able to command premium pricing. Notably, 22 brands earned the “elite” designation in 2025, representing the top 5% globally with the highest BX scores. The combination of improved brand and customer experiences has been linked to up to 3.5 times revenue growth and increased customer retention and loyalty.
Detailed Industry Analysis
Forrester’s 2025 Global Net Promoter Score (NPS) rankings reveal significant variations across industries, highlighting distinct challenges and opportunities in customer experience and brand loyalty. The report evaluated 452 brands across 13 industries and 13 countries, providing a comprehensive perspective on how different sectors are performing in terms of customer advocacy and satisfaction.
Among the most notable industry trends, the Construction sector experienced the steepest decline in NPS, falling from 37 in 2024 to 34 in 2025, and failing to sustain the higher scores it held in 2023. This drop reflects broader challenges faced by the industry in maintaining strong customer relationships amidst evolving expectations. In contrast, the Cloud & Hosting industry managed to maintain a relatively stable NPS of 37, suggesting resilience despite a competitive environment. Meanwhile, Internet Software & Services, although positioned at the lower end of the scale, recorded a positive score of 16, indicating potential growth areas within digital services.
Forrester’s data further distinguishes between B2B and B2C sectors, with average NPS scores for B2B industries ranging from 37 to 69, while B2C industries exhibit a broader spread from 16 to 80. This disparity underscores differing customer dynamics, with B2C markets generally reflecting more volatile but potentially higher peaks in customer loyalty and satisfaction.
The findings emphasize the importance of integrating brand experience with customer experience to drive customer preference, willingness to recommend, and premium pricing power. Brands with strong combined Brand Experience (BX) scores outperform competitors in attracting and retaining customers across regions. This integrated approach is critical as customer expectations evolve rapidly, with many consumers seeking meaningful, value-aligned experiences rather than simply products or services.
Top Ranked Companies and Brands
In Forrester’s 2025 Global Net Promoter Score℠ (NPS) Rankings, twenty-two brands earned the prestigious “elite” status, representing the top 5% of all evaluated brands across 13 countries in Asia, Europe, and North America. These brands are distinguished by their exceptional customer satisfaction and loyalty metrics, setting benchmarks within their respective industries.
Among the top performers in the United States, financial services companies such as USAA and Navy Federal Credit Union continued to lead the rankings. Both brands have demonstrated that maintaining average NPS scores in the high 50s is achievable through strong investments in customer centricity. Despite a nearly 10 percentage point drop in USAA’s scores and a slight decline for Navy Federal Credit Union, these institutions maintained their leadership positions in direct and multichannel banking respectively.
Other notable companies that sustained high or improved NPS scores include Chewy and HEB, reflecting the importance of deeply ingrained customer experience (CX) efforts within organizational culture. According to Forrester, top performing brands have CX initiatives that are culturally embedded, which contributes significantly to their consistent high performance in customer loyalty measures.
These rankings not only highlight which companies excel in customer satisfaction but also provide valuable insights for businesses seeking to balance personalized service with operational efficiencies, such as automation. Innovation leaders and companies aiming to enhance their customer experience strategies can leverage this data to benchmark their performance and identify potential partners in innovation consulting.
Analysis of Trends Over Time
Forrester’s 2025 Global Net Promoter Score℠ (NPS) Rankings reveal significant shifts in customer sentiment and brand perception across various regions and industries. Notably, North America experienced its lowest NPS levels since 2016, indicating a decline in customer loyalty and satisfaction over the recent years. Meanwhile, industries in the Asia-Pacific (APAC) region faced considerable struggles, and Europe, the Middle East, and Africa (EMEA) showed widespread stagnation in their NPS results.
These trends reflect evolving customer expectations in a rapidly changing market landscape. In 2025, 31% of American consumers planned New Year’s resolutions focused on self-improvement, emphasizing a shift toward values-driven experiences rather than merely transactional relationships with brands. This shift highlights the growing importance of brands aligning their offerings and communications with customers’ aspirations and values to foster stronger connections and loyalty.
Over time, improvements in both brand experience (BX) and customer experience (CX) have proven to be critical growth drivers. Forrester’s research indicates that companies excelling in both BX and CX can achieve up to 3.5 times revenue growth, underscoring the compounding effect of integrated customer engagement strategies on retention and loyalty. The introduction of Forrester’s Brand Experience Index (BX Index™) in 2025 further allows companies to quantify the combined impact of brand and customer experience, showing that strong BX scores correlate with higher likelihood of purchase, recommendation, and premium pricing among both customers and non-customers.
However, customer frustration with feedback mechanisms has persisted over time, potentially dampening engagement efforts. Many customers feel their feedback is ignored due to a lack of visible changes following surveys, and frequent interruptions during activities like shopping contribute to survey fatigue. Addressing these concerns remains essential for brands aiming to improve NPS and foster meaningful customer relationships.
Case Studies of Selected Companies
In examining the 2025 Global Net Promoter Score℠ (NPS) Rankings compiled by Forrester, several companies across different industries demonstrated notable trends that illustrate broader shifts in customer advocacy and loyalty. These case studies highlight how varying performance levels impact brand perception and business strategies.
One significant observation is the widespread decline in NPS among many brands in 2024 and 2025. For instance, brands in North America experienced declines in about a quarter of companies surveyed, which contributed to lower industry averages overall. This contrasts with Europe, where stagnation and brand losses dampened performance, and the Asia-Pacific (APAC) region, where drops in brand-level scores negatively affected some industries’ results. Such declines often reflect rising customer expectations, which are proving particularly challenging for companies in the bottom 10% of NPS rankings. These companies saw their average scores fall from -0.3 in 2024 to -4 in 2025, underscoring increasing difficulties in recovering customer satisfaction and loyalty.
A more granular analysis revealed that the average NPS across both B2B and B2C sectors has trended downward over the past five years, dropping from the upper 20s and low 30s to single digits today. This highlights a pervasive challenge for many companies to maintain strong customer advocacy in a climate of heightened expectations. Some companies, however, bucked the trend by achieving significant improvements in their scores, providing valuable lessons on effective customer experience (CX) strategies. For example, firms that leveraged Forrester’s research to better understand key drivers such as trust, brand value, and overall CX quality—as components of the Total Experience Score—were more successful at enhancing customer intent and loyalty.
These case studies collectively emphasize the critical need for companies to continuously monitor and respond to customer feedback through robust customer feedback management (CFM) solutions. By doing so, brands can identify the root causes of customer dissatisfaction and implement targeted improvements to elevate their NPS and overall brand health. The 2025 rankings not only serve as a benchmark but also provide actionable insights to help companies navigate the evolving landscape of customer expectations and competitive pressures.
Criticisms and Limitations
The 2025 Global Net Promoter Score (NPS) rankings face several criticisms and limitations related to survey methodology, data interpretation, and practical application. One key concern is the widespread decline in customer advocacy, with twice as many companies experiencing drops in NPS compared to those with increases. This trend, highlighted by Forrester analyst Pete Jacques, underscores the challenges in maintaining customer loyalty across industries.
Benchmarking NPS scores poses another significant limitation. Forrester cautions against directly comparing internal NPS results with their national benchmarks or those from other third-party sources due to differences in survey methodologies and sampling techniques. This lack of standardization means that absolute scores may not be comparable across organizations or regions, and companies are instead encouraged to focus on relative score movements within their own industry or against key competitors.
Survey design and customer experience measurement further complicate the reliability of NPS data. Many companies shorten surveys and supplement NPS with additional data sources such as operational metrics, interviews, and sentiment analysis to better gauge customer relationship health. However, customers often feel their feedback is ineffective, as firms rarely demonstrate changes based on survey results. Additionally, intrusive survey methods—such as website-intercept surveys that disrupt customers’ workflow—can lead to frustration and lower response quality.
Cultural differences also affect NPS interpretation. For example, research suggests that European countries like France, Germany, Spain, and the UK may require adjusted scoring frameworks where respondents giving an 8 are considered Promoters, diverging from traditional NPS categorization. This highlights the challenge of applying a uniform scoring system globally without accounting for regional response tendencies. Survey channels, including email, in-app, and SMS, also significantly influence NPS outcomes and should be carefully considered when evaluating results.
Finally, despite the availability of detailed NPS rankings and customer feedback management solutions, many customer experience teams still struggle to translate insights into actionable strategies, limiting the practical value of NPS data in driving organizational improvements. These factors collectively illustrate the need for cautious interpretation and tailored application of the 2025 Global NPS rankings.
Implications for Businesses and Customers
In 2025, businesses face an increasingly complex environment where customer expectations are evolving at a rapid pace. With 31% of adult Americans dedicating themselves to self-improvement goals, customers now seek more than just products; they desire experiences that align with their values and aspirations. This shift places significant pressure on companies to enhance customer satisfaction and loyalty, as reflected in Forrester’s 2025 Global Net Promoter Score℠ (NPS) Rankings, which serve as a vital benchmark for evaluating how well companies meet these heightened expectations.
For businesses, the NPS rankings offer a strategic blueprint for balancing competing priorities such as personalization and operational efficiency. For example,
Future Outlook and Predictions
As businesses approach 2026, the insights from Forrester’s 2025 Global Net Promoter Score (NPS) Rankings are poised to play a critical role in shaping customer experience (CX) strategies. With customer expectations evolving rapidly, companies are encouraged to regularly measure NPS—ideally on a quarterly basis—to effectively track shifts in customer sentiment and fine-tune their operational and marketing efforts accordingly. This ongoing measurement is vital, as improvements in NPS correlate with higher customer loyalty, retention, and ultimately, revenue growth, emphasizing the strategic importance of aligning business practices with customer needs.
Looking ahead, the landscape of NPS measurement may also see methodological adaptations, particularly in regional contexts. For example, emerging discussions highlight the possibility of revising the traditional NPS survey format in European markets. Proposals suggest that in countries such as France, Germany, Spain, and the UK, respondents rating an experience as 8 might be reclassified as Promoters rather than Passives, reflecting cultural differences in scoring tendencies. While such changes have yet to be formally adopted, they underscore the need to consider local nuances in survey design and analysis to ensure accurate benchmarking and meaningful insights.
Furthermore, benchmarking NPS scores against third-party national or industry-wide data should be approached with caution. Variations in survey methodology, sampling, and channel (email, in-app, SMS) can significantly influence results, making direct comparisons potentially misleading. Instead, businesses are advised to focus on trends within their own data and align those movements with broader industry directions. By doing so, organizations can better gauge their CX progress and make informed decisions that support sustained improvement in customer satisfaction and loyalty as they move into the future.
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