Study Highlights Massive Discrepancy in Customer Loyalty Among America’s Wealthiest Businesses
A recent study has uncovered that over 100 of America’s richest companies are struggling with a dramatically low customer loyalty score, with a staggering -82% net promoter score (NPS). This research, conducted by digital marketing agency SeoProfy, analysed over half a million Trust-pilot reviews for 129 Fortune 500 companies, including major names like Tesla, Apple, Amazon, and Target.
Research Methodology and Findings
The study, which reviewed Trust-pilot scores up to May 1st, 2024, evaluated companies based on their net promoter score (NPS). This metric measures customer loyalty by subtracting the percentage of detractors (1-3 star reviews) from promoters (5-star reviews). Companies with fewer than 50 reviews or missing from Trust-pilot were excluded to ensure accuracy and consistency.
The combined NPS for the 129 top-grossing US businesses was an alarming -82%. This negative score highlights a significant customer satisfaction problem across these prominent companies. Surprisingly, only ten Fortune 500 companies achieved a positive NPS, indicating strong customer loyalty in a largely dissatisfied market.
Top 10 Companies with the Most Loyal Customers
American Family Insurance Group tops the list with the highest customer loyalty score. Ranking 301st in terms of revenue, this company recorded an impressive 87% of five-star reviews from its 424 Trust-pilot ratings, leading to an NPS of 78%. Although American Family Insurance Group faced a financial loss of $1.9 billion last year, it continues to excel in customer satisfaction. Fiserv, a leading fintech company, is second with a notable NPS of 69%. Out of 1,278 reviews, 84% are five-star, reflecting strong customer approval. Fiserv’s revenue reached $17.7 billion last year, and it continues to maintain a solid reputation in the industry.
Global Payments holds the third spot with an NPS of 64%. Its 3,493 Trust-pilot reviews show 80% of customers rated it five stars. With nearly $9 billion in revenue, Global Payments demonstrates a commendable level of customer loyalty.
Other companies with positive NPS include Chewy, Arthur J. Gallagher, Markel, Hertz Global Holdings, Assurant, Carvana, and Open door Technologies.
Companies with the Least Loyal Customers
In stark contrast, numerous top US businesses are grappling with extremely low customer loyalty. Notably, Walmart and AT&T have the lowest scores, with NPS of -80% and -89% respectively. These companies, alongside others like General Motors, Meta Platforms, and Verizon Communications, exhibit severe customer dissatisfaction.
Insights from Industry Experts
Victor Karpenko, CEO of SeoProfy, commented on the findings: “The limited number of Fortune 500 companies with a positive NPS underscores a critical issue in American business practices. While many companies focus on short-term profits, those that invest in customer satisfaction tend to see better retention and increased customer lifetime value.”
Karpenko further suggested, “Many customer dissatisfaction issues stem from factors not directly related to products or services. Poor website usability and lack of clear information often lead to negative reviews. By enhancing website organization and SEO practices, companies can reduce customer service calls and improve overall satisfaction.”
About SeoProfy
SeoProfy is a digital marketing agency specializing in search engine optimization. The study was conducted using advanced data-driven SEO techniques to provide a comprehensive overview of customer loyalty among Fortune 500 companies.