Using Benchmarks for Reviews

Compare your NPS and Google Reviews to industry benchmarks, set realistic KPIs, and improve customer experience with Yonder’s data-driven analysis.

If you're measuring Net Promoter Score (NPS) or analysing your Google ratings, you might have asked yourself, "Is this score good or not?"

Yonder Benchmarks answers that question by providing insights into how your business compares to others in your sector and size category. 

These benchmarks enable you to refine your customer experience strategy and set realistic KPIs with the goal of outperforming your competition.

Not yet measuring NPS?

Learn what it is and why it’s important.

How Yonder Benchmarks Help

Yonder Benchmarks provide insights into:

• How your customer experience compares to similar businesses in your sector.
• What ‘Best in Class’ looks like and how your business ranks.
• How effectively you are gathering new Google Reviews compared to businesses of similar size.
• How your Google Reviews impact your organic search ranking against competitors.
• Whether a drop in NPS is a concern and what factors might be influencing the change.

Key Insights from the Data

• Smaller businesses tend to receive higher ratings due to the personal level of service they offer.
• One-off or rare service experiences often result in higher NPS scores due to lower pre-conceived customer expectations.
• Services with multiple customer touchpoints, such as hotels, generally have lower NPS scores due to higher pre-existing customer expectations.

Businesses that actively encourage Google Reviews receive more reviews. Without prompts, only highly satisfied or dissatisfied customers tend to leave reviews. Yonder Survey focuses on creating moments for customers to share their feedback and control the narrative.

Comparing Benchmarks to Research Agency Analysis

Many research agency-reported NPS averages are too broad to be useful. Yonder’s benchmarks are more specific and relevant to your business type. For example, the average NPS for "Travel and Leisure" reported by a research agency is 37.

How Yonder Benchmarks Are Calculated

Yonder benchmarks are based on anonymised data collected from customers using our survey and reviews feature. We categorise ratings by sector, calculate monthly averages, and update our benchmarks quarterly.

Benchmark values include:

• Lowest – The lowest recorded monthly value.
• Average – The average of all monthly values.
• Best in Class – The highest recorded monthly value.

Since Yonder customers tend to be high-performing businesses, even ranking in the lower half of our benchmarks can indicate strong performance compared to industry-wide standards. For example, a well-established research agency reports an average NPS of 17 across industries, whereas Yonder’s average is 49, with a range of 15 to 100.

Adjusting Your Business Size Benchmark

If your benchmark consistently falls outside the expected range, check that your business size setting is correct. You can adjust this setting via the Business Size dropdown in the Set-up your benchmark box.

Covered Sectors & Business Sizes

Industry Sectors:

• Tourism: Hotels, Attractions, Skydiving, Activity Providers, and more.
• Professional Services: Legal, Accounting, Agencies, and more.
• Beauty
• Other: For businesses that don’t fit into the above categories but provide services.

Business Size Categories:

• Less than 100 customers per month
• 100 - 250 customers per month
• 250 - 1000 customers per month
• Greater than 1000 customers per month

By using Yonder Benchmarks, you gain a clearer understanding of where you stand and what steps to take next to improve your customer experience and online presence.

Have further questions? Contact support@yonderhq.com