NPS benchmark by industry is the typical NPS score of each industry used for comparison — because insurance's NPS 30 is good but e-commerce's is poor. In Vietnam, NPS differs clearly between industries: industries with easy-to-choose customers (e-commerce, F&B) often score lower because customers can easily compare; Specialized industries (B2B, finance) score higher. Lesson: read NPS according to your industry and trends, not generalizations. Zenify recorded a 21% increase in conversion rate (approved) when businesses measured NPS correctly.
TL;DR
- NPS must be compared by industry — not generally.
- Easy-to-change customer sectors (e-commerce, F&B) often have lower NPS.
- Specialized industries (B2B, finance) often have higher NPS.
- Benchmark is just a reference — what matters is your trend.
- Read with reasons, don't read bare points.
Why compare NPS by industry
NPS 30 cannot be read in general:
E-commerce industry: customers easily change places to buy → Lower average NPS.
B2B/specialized service industry: loyal customers, few choices → higher NPS.
Comparing your business's NPS to common points (not by industry) leads to misjudgment: thinking you are bad while you are better than the industry, or vice versa.
NPS characteristics by industry group in Vietnam
Audience groups are easy to convert — NPS is often lower
E-commerce, retail, F&B: customers have many choices, easy to compare prices.
Typical NPS: under 30.
Compete with a different experience, not just price.
Nhóm dịch vụ có cam kết — NPS trung bình
Retail banking, telecommunications, insurance.
Typical NPS: 25-45.
Customers stick to the contract but are easily dissatisfied if the service is poor.
Specialized groups — Higher NPS
B2B, consulting services, specialized SaaS.
Typical NPS: 40+.
Customers have few choices, deep attachment, clear value.
Note: this is a general reference range — your industry may be different. Prioritize yourself over time.
How to read NPS correctly
1. Compared to your industry
Find the closest industry benchmark — don't compare.
A score slightly higher than the industry is a good sign.
2. Most important: your trends
Your NPS this month vs last month — up or down.
Trends are more actionable than single points.
3. Đọc kèm lý do
The score is just a number — the "why" answer determines what to edit (see What is NPS).
4. Divide by customer group
NPS of new customers vs old customers, by each channel.
Find low scoring groups to handle them in the right place.
Improve NPS by industry
General method:
Customers with low scores → respond and handle immediately.
Find the reason for repetition → correct the original process.
By industry group:
E-commerce/retail: after-sales care, channel consolidation without missing information (see Multi-channel consolidation).
Committed service: reduced procedures, transparent fees.
B2B: in-depth consultation, quick response.